Information current 6 August 2020
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Latest update: 6 August
As the COVID-19 situation in Australia evolves, TEQ continues to take a measured approach to the roll-out of the Good To Go campaign. Current activity is focused within Queensland, while ‘inspirational’ content remains in interstate and international markets. To date, there have been more than 53 million impressions of the Visit Queensland paid advertisements on social media channels, with more than 2.6 million engagements. Queensland’s tourism businesses have received almost 130,000 direct leads from the new Queensland.com.
This week TEQ’s partnership with Ten News First Queensland has continued, with daily live weather crosses from a range of south-east Queensland destinations from Bundaberg to the Gold Coast, following the north Queensland showcase earlier in the campaign.
Marketing activity to encourage holidays over next week’s People’s Long Weekend is also intensifying this weekend, with print ads running with News Corp and blogs promoting weekend getaways (Sunshine Coast long weekends and country weekend getaways from Brisbane). The People’s Long Weekend is a result of shifting the traditional mid-week Ekka holiday and was specially sanctioned by the Queensland Government specifically to support the state’s tourism industry, following a suggestion raised in TEQ’s Industry Update in May.
Maintaining positive trade relationships and providing inspiring content is key to Queensland's recovery capabilities in international markets in the future.
TEQ has worked with Events Management Queensland to promote the first-ever virtual Gold Coast Marathon in key international markets, achieving more than 12,000 participants, from 71 countries. TEQ’s in-market teams worked with trade partners, running clubs and influencers across Asia, to inspire runners to connect with the event. Usually one of Queensland’s largest events drawing tens of thousands of competitors to the Gold Coast, the significant number of international entries to the virtual event demonstrates the ongoing strong appeal of the event.
TEQ has launched an awareness and inspiration campaign (Stay Dreaming) in New Zealand with retail partner House of Travel (HOT) across their social media channels and database. Queensland is the first state and international destination to receive a focus from this partner and the aim is to inspire New Zealanders through the use of moving and engaging content along with lead generation and audience growth for retargeting when the time is right. The sales period runs through to the end of August and offers a prize giveaway to Cairns and the Great Barrier Reef.
Popular attraction in Taiwan - 5D i-Ride by Brogent - has launched a film called Discover Australia (featuring five Queensland regions) that will air between 17 July and 30 November. TEQ's Taiwan team attended the launch and leveraged the activity through owned and partner social assets.
This week the Australian Ambassador to France and Monaco visited the new Great Barrier Reef exhibition in Monaco and was interviewed by Radio France International about his experience.
Good to Go campaign
TEQ's Good to Go campaign aims to inspire visitors to explore the very best of their own backyard and reconnect with friends and family now that travel restrictions are easing. The Good to Go campaign is running across print, social, digital, radio, television and out-of-home advertising targeting holiday visitors and those travelling overnight to visit friends and relatives. The campaign, while initially targeted at Queenslanders and intrastate travel, extends interstate (other than in Victoria) now that travel restrictions are easing. Visitors will be encouraged to get outside again, immerse themselves in our natural wonders, and reconnect with those closest to them.
Read more here, including how to get involved in the campaign.
Ongoing domestic and international marketing:
TEQ continues to provide inspirational content in international and domestic markets to keep Queensland top of mind now and when global travel resumes. We are also making the most of our spectacular and inspiring Queensland imagery to connect with social media users who are in isolation or feeling anxious during this time, sending them serenity and calm from Queensland. Despite the many challenges of the pandemic around the world, Queensland continues to thrive – whether in nature, or the many examples of our wonderful human spirit around the state. This concept is what is inspiring TEQ’s marketing team as the basis of our marketing during this time, and to help Queensland’s tourism businesses share a similar story of hope and positivity, we’ve put together some content guidelines outlining our approach, titled 'Project Thrive'. The guidelines are intended to help you shape your social media and other messages during the key stages of the pandemic – from the ‘homebound’ state, to emergence and eventually return to travel. View the content guidelines.
9 July 2020 - In the latest instalment of TEQ's Industry Update Series, TEQ's CEO Leanne Coddington is enthusiastic about the opportunities ahead for Queensland's tourism industry as the state's border reopens tomorrow (except to Victoria) and TEQ's Good To Go campaign kicks-off interstate.
18 June 2020 - TEQ's CEO Leanne Coddington talks about the many aviation announcements over the past fortnight, setting up travellers to take off to Queensland with increased flights and routes now and into the future. Leanne also highlights some early results from an international campaign, and the importance of assuring travellers that your business is COVID Safe.
7 June 2020 - TEQ's CEO Leanne Coddington talks about the newly launched 'Good to Go' campaign to drive intrastate tourism. The campaign, which aims to inspire Queenslanders to explore the very best of their own backyard, will target holiday visitors and those travelling to reconnect with family and friends.
15 May 2020 - TEQ, in partnership with the Department of State Development, Tourism and Innovation and Queensland Tourism Industry Council (QTIC) hosted a live industry update for tourism and events businesses. A dedicated page has been established to address the hundreds of questions raised during the session, and also lists where in the recording you can skip forward to in order to listen to each speaker.
30 April - TEQ Board member James Dixon talks about what it might look like coming out the other side from an operator's perspective. He considers some of the impacts of social distancing, future changes to the distribution system and the opportunities that the domestic market have to offer.
23 April - 'Reset, restart, regenerate'. Join TEQ's CEO Leanne Coddington as she discusses the six key areas of focus for the organisation to support Queensland's tourism and events industry's recovery post-COVID-19. This short session with Leanne covers TEQ’s initial planning and actions across marketing and consumer demand, events, experiences, aviation, research and industry engagement, and asks some thought provoking questions that businesses need to consider while resetting, and preparing to re-enter the market.
16 April - TEQ Board member Chris Mills speaks about the impacts of COVID-19 on the aviation industry and how the transition to re-opening travel might roll out.
8 April - Easter message from TEQ's CEO Leanne Coddington.
2 April - TEQ Board member Karen Hanna Miller talks about the vast impact of COVID-19 on the tourism and events industry, shares some tips on what businesses can focus on now, and highlights the impact to Queensland’s events calendar throughout this challenging time.
17 March - TEQ's CEO Leanne Coddington addresses the state's tourism and events industry, outlining the support available for businesses and providing an update on TEQ's marketing activities.
TEQ is producing a regular update on the status of global markets and aviation to help Queensland's tourism businesses gain insights into the state of travel, aviation and the impacts of COVID-19 around the world.
TEQ is updating these COVID-19 webpages daily with the latest information available and links to the official sources of information to help businesses make informed decisions and access support.
Tourism and events businesses can also keep up-to-date with industry news, information and TEQ updates through 'Eye on Q', our industry newsletter. View recent editions here.
If you have questions or concerns, you can contact your Regional Tourism Organisation, or TEQ Destination Director. Contacts.