brisbane city

Brand Refresh, Content Audit, Content Strategy, Paid Ad Campaigns, Audience Personas, Blog Writing

What i did

I worked on a number of projects for Brisbane City, the destination marketing brand for the CBD, over a period of 18 months. This included a content audit and strategy, audience persona research and paid ad campaigns, content calendar planning, blog writing and updating, and other digital support.

Blog traffic increased 70% to over 600,000 views/year compared to the previous period.



01. Brand refresh

A mini brand refresh for Brisbane City’s brand copy and assets. A month-long project to breathe life back into the brand’s voice, look and feel.

This included an audit and review of Brisbane City’s digital assets, research, website copywriting to rewrite approximately 10 pages including the About page, new copy for Facebook and Instagram bios and edit of profiles, and finally a report with extra suggestions based off the audit and asset review.

02. Content audit & strategy

The content audit involved looking through data and the site to create a 12-month blog content strategy for 2019.

This involved: 

  • Exploring existing articles to identify weaknesses, out-of-date information and gaps.
  • Identified the best performing and worst performing articles with analytics. 
  • Found content gaps and missing SEO content.
  • Wrote a blog content strategy for 2019
  • Used to document and plan content creation for 2019

03. Monthly content retainer

Outsourcing their content creation was the only way to ensure Brisbane City was producing great, engaging articles to promote the CBD and 1000+ events that occur there consistently.

  • Managed content strategy in
  • Created 4+ new articles monthly
  • Updated 5+ articles monthly to keep content fresh
  • Sourced images and produced all content in Sitecore

04. Audience Personas & Ads

I dived deeper into Brisbane City’s target audiences, creating personas to deliver the right messages to the right people at the right time. The CBD has an amazing suite of deep and rich content and using Facebook Advertising’s powerful platform we made the most of them. 

  • Researched and developed high-value target personas
  • Paired (and updated) content to match personas
  • Ran and optimised a rotation of highly targeted ads on Facebook.
  • Delivered a report after 6 weeks of ads running with results, learnings and recommendation for the future.

05. Campaign Production

In 2019 I helped produce two major event campaigns – Sea To City and ShopBNE – by creating landing pages and producing content.

  • Created campaign landing pages in Sitecore
  • Crafted 4x interview-style Q&As with chefs
  • Produced all content in Sitecore

“I can’t recommend Daniela highly enough. Her ability to create creative, engaging content and digital strategies is second-to-none.” – Brittany Mohr, Brisbane City.

Want to work together?

Just get in touch. I’d be more than happy to chat and see if we’re the right fit.

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