As TEQ’s Good to Go campaign continues to roll out around most of the country, the state’s Regional Tourism Organisations (RTOs) are also marketing their destinations with a range of innovative and creative concepts designed to cut through a very cluttered environment and drive visitation across the state.
From inspiring social media videos, campaigns incentivising locals to invite friends and family to visit and regions partnering to support drive visitation, we’ve set up this campaign showcase page for you to be inspired by what Queensland’s regions are doing to promote themselves.
Cairns and Great Barrier Reef
Southern Queensland Country
Townsville North Queensland
Brisbane Economic Development Agency is currently running intrastate marketing activity from Aug 15 to Oct 31 to drive Brisbane leisure visitation bookings for the second half of 2020. This activity is enticing Queenslanders to experience Brisbane's offerings as the city comes alive with events over the next six months. Messaging is being conveyed through outdoor advertising, a Sunrise Morning Show editorial in September, a Courier Mail full-page ad, paid social media and paid digital media directing all bookings through Expedia. See more here.
Bundaberg Tourism has launched the destination’s tourism restart campaigns, crafted around the call to put 'Our Backyard on Your Bucketlist'.
The 'Holiday At Home' campaign encourages residents of the region to visit the places they have always meant to but never quite got there, to understand why 1.7 million visitors visited in 2019, and to become advocates for the region’s tourism offering. Key objectives include inspiring home-town pride and sense of identity through local economic activation and positively influencing purchasing decisions to encourage economic recovery.
The Intrastate Campaign aligns with Tourism and Events Queensland's Good to Go campaign, targeting the region’s key 400km drive market to inspire High Value Travellers to take a holiday in the state - Queenslanders supporting Queenslanders. Focusing on the region's unique selling points as the southern-most access point to the Great Barrier Reef, the home to iconic brands, the culinary attributes, beautiful natural environments and welcoming locals, the campaign aims to positively influence purchasing decisions to encourage a holiday in iconic Bundaberg and strengthen the destination’s brand as a safe and easily-accessible region from which to access the Great Barrier Reef.
Details of the campaigns can be found in the Restart and Reimagine Campaign Toolkit here.
|The Drive North Queensland (May – July) campaign was a dedicated drive-focused campaign featuring dreaming/inspirational content across TV, display, Pinterest and social channels, leading to website landing page – drivenorthqueensland.com.au. The campaign will be extended post July to encourage travel to Cape York and Cooktown for drive holidays. Read more.|
The Dream Great, Leave Greater (May - June 2020) campaign was the first soft launch of the region’s new brand, featuring dreaming/inspirational content across escape.com.au, and social channels, leading to website landing page – cairnsgreatbarrierreef.com
The See Great, Leave Greater (June – Dec 2020) officially launched the new brand featuring a mix of dreaming, planning and booking content across TV, radio, print (News Corp partnership), out-of-home and social channels.
The Backyard Tourist - Locals Campaign (May – June) featured articles and surrounding marketing assets published in the Cairns Post, the Tablelander, Port Douglas Gazette, Innisfail Advocate, Townsville Bulletin, Burdekin Advocate, Bowen Independent, Herbert River Express and cairnspost.com.au over a six week period to encourage locals to travel in their own backyard.
|Capricorn Enterprise, in conjunction with battling tourism operators, launched powerful vision through multi-media in a bid to promote continued connection, interaction and encourage the region to band together in support of local tourism. The commercial is a call to arms for Rockhampton, Capricorn Coast and those within the 250km radius to spend money in the region by purchasing accommodation and tour vouchers/pre-tickets. Read more and see the video.|
As restrictions further ease across the State, familiar faces of the local tourism industry continue to passionately send a message to the community of what it will mean for them to welcome friendly faces and begin accepting forward bookings. The powerful 30-second television advertisement, developed locally in conjunction with Mad Dog Productions, along with social media and online awareness, features battling accommodation and tourism experiences who have fought their hardest battle to date following the global health and economic pandemic that has recently swept the world. Read more and see the TV ad.
Fraser Coast Tourism & Events is running one of the largest campaigns undertaken for the Fraser Coast, leveraging the Good to Go messaging with a strong radio, television and digital campaign, emphasising the region’s nature assets, pristine beaches and proximity to Brisbane and the south-east corner.
A 10-week radio campaign and six-week TV campaign is underway, showcasing the region as a prime holiday hotspot for south-east Queensland. The messaging reinforces that the Fraser Coast is ‘Good to Go’, just a short 3.5-hour drive north of Brisbane. Campaign highlights include:
- Comprehensive campaign with Ch 7's Weekender program and Ch 7 TVCs; Ch 9 weather partnership;
- An intense three-month digital campaign with News Corp;
- The region was featured in a 12-page lift-out in the Courier Mail highlighting Queensland's tourism experiences;
- Fraser Coast tourism ambassadors;
- Fraser Coast Bucket List competition.
In addition, Kingfisher Bay Resort has announced the recruitment of Queensland rugby league legend, Billy Moore, as Fraser Island Tourism Ambassador. Famous for his resounding ‘QUEENSLANDER’ battle-cry, the sporting icon is encouraging fellow travellers to tap into the Queensland spirit, and explore what’s on offer in their backyard.
The Gladstone region has released a moving 60-second video inspiring visitation to the region, suggesting now is the time to get off the beaten track and uncover something different, reconnect with the great outdoors, tick off a bucket list reef adventure and discover the hidden gems waiting for visitors to the Gladstone Region. Watch.
The RTO is also running a 'Member Deal of Fortune' promotion - watch.
The region is continuing to leverage off TEQ's Good to Go messaging through radio advertising with Hit CQ and 4CC, regular local print advertising with Gladstone News, established a list of 20 things to tick off in 2020 in the Gladstone Region (the team are taking a lead by going through and ticking these off and encouraging locals to do the same in their backyard), and exclusive operator deals have been advertised through social media, EDM’s, website and industry partners.
|Destination Gold Coast is also running a 14 week $1.5 million intrastate brand campaign from June to September targeting South East and regional Queensland across TV, print, radio, outdoor and digital with 'Come and Play' brand assets. The campaign is designed to appeal to families and an over-50s audience, with imagery incorporating a breadth of diverse products and experiences from across the region. The campaign plays to strengthening ties and creating lifelong memories through unforgettable family holidays by depicting multi-generational getaways and couple retreats.|
Gold Coast NRL great and reality television star Mat Rogers, along with homegrown Olympic gold medallist Giaan Rooney are two of the famous faces who have penned personal postcard invitations inviting Australian families to come back and play. Destination Gold Coast has rallied hundreds of iconic tourism operators and local personalities to handwrite 3,000 bespoke messages on postcards featuring the city’s favourite hotspots and hidden gems, from Warner Bros. Movie World to the picturesque Tallebudgera Creek. Thousands of families across Brisbane and Sydney will find a ‘Wish You Were Here’ postcard in their letterbox, designed to spark holiday nostalgia as the travel bug bites again. Read more.
Destination Gold Coast has also released a new video that reaches out to Australian families with one simple message: ‘You Deserve a Holiday’. The new clip has been released as Warner Bros. Movie World and Wet‘n’Wild join the growing list of family favourites on the Gold Coast that have reopened to the public. The third and final instalment of a series of social inspiration videos, which have so far generated close to seven million views, the ‘You Deserve A Holiday’ video provides a prelude to a multi-million dollar interstate campaign scheduled for later this month. Read more | Watch the video
Mackay Tourism’s #mymackay and #ourisaac competitions provide incentive to showcase the natural wonders of the region, with prizes on offer for those who can best capture the beauty of the region. The competition is a way for locals to showcase the region to friends and relatives. Read more.
Mackay Tourism has also partnered with neighbouring Regional Tourism Organisation Tourism Whitsundays to launch the ‘Mates Rates’ campaign, targeted at the regional areas surrounding Mackay and The Whitsundays, encouraging residents to holiday here this winter. The regional drive market is a vital sector in reigniting the regions’ tourism industries. There are 78 offers available to locals across accommodation, experiences, restaurants and retail. Read more.
The Outback Queensland Tourism Association is giving away a ‘Good to go’ Outback Queensland holiday in partnership with the Courier Mail and RACQ, as part of a larger campaign to promote the region. Enter competition.
|The Pineapple campaign welcomes back visitors with a series of quirky marketing videos that see tourism operators ‘pass a pineapple’ around the region. The Big Pineapple has long been a star attraction on the Sunshine Coast. In the 1980s, at the height of its popularity, more than a million visitors would flock to the icon each year to take a photo and sample the legendary pineapple parfait. With The Big Pineapple on the cusp of a major resurgence, it is extremely fitting that once again a pineapple is enticing visitors to the region. Read more.|
Visit Sunshine Coast has launched its largest ever community-driven tourism campaign – ‘Live. Love. Share. Love where you live. Share where you love!’. The campaign calls on local residents to invite their loved ones and friends to come and visit. Locals can send a digital postcard to loved ones inviting them to visit, with each postcard entering them in a prize draw to win accommodation, dining and tourism experiences to enjoy with friends and family who visit. The initiative aims to help offset the loss of the Victorian market which is traditionally strong on the Sunshine Coast in winter months. Read more.
The first ever direct flight from Cairns to Sunshine Coast Airport arrived on Friday, 17 July, with travellers greeted with a water cannon salute, welcome team and celebratory cake. Visit Sunshine Coast, Tourism Noosa and Sunshine Coast Airport, as part of the Aviation Partnership, have launched a four-week social media campaign across Facebook and Instagram targeting tropical North Queensland travellers. The integrated campaign also includes three homepage takeovers on the Cairns Post website, sponsored features in the paper and extensive advertising to promote holidays to the Sunshine Coast. A journalist from the Cairns Post also visited the region on a famil, arriving on the inaugural flight. The integrated campaign encourages users to visit the Fly Direct Sunshine Coast website and plan their Sunshine Coast escape. Read more.
Southern Queensland Country Tourism has wrapped up delivering phase one of its digital recovery campaign, eSQCape, post-COVID-19 travel restrictions. The campaign used images and videos provided from each of the contributing local government areas with a focus on the natural beauty, wide open spaces and big skies of the region to encourage travellers to eSQCape to the region.
Townsville Enterprise's first recovery campaign ‘These Moments Matter’ aimed to support the local tourism and hospitality industry by resonating with families who have been locked down for months and are looking to reconnect and rediscover Townsville North Queensland (or discover if from out-of-town), making lasting memories with family in a time where connection to loved ones has never been more important. The campaign also aligned with the ‘support local’ message, highlighting that now is the moment that matters in supporting the region’s operators and making the most of travel opportunities to reinvigorate the tourism and hospitality industry. Read more.
The next campaign to launch will be to launch the Museum of Underwater Art (MOUA) - a catalytic tourism project that will enhance the region's art and reef experiences to leverage global tourism trends. To build upon the positive awareness of MOUA ahead of the launch, and to encourage prospective visitors to book a tour with the newly appointed CTOs, the marketing plan is staged across two phases – awareness and conversion. Awareness will be delivered via social media using a video teaser campaign aimed at telling some of the many stories of MOUA. Conversion will be a targeted campaign directing people to book on the MOUA website.
Tourism Whitsundays has released a series of inspiring videos to help keep the region top of mind and welcome visitors back. The ‘Remember Yesterday, Today’ video aims to help travellers relive a special Whitsundays moment - family holidays from days gone by, romantic getaways, or incredible stories of white sands, blue waters, endless sunshine and warm tropical weather. Watch. The ‘All time high in the Whitsundays’ video celebrated the opening of intrastate travel for Queenslanders, telling visitors that the region has missed them. Watch.
The ‘Escape Winter’ campaign offers a series of accommodation, bareboating, activity and retail/restaurant deals to lure visitors back to the region. Read more. Deals have also been put on offer exclusively for working holiday makers and frontline workers.
The ‘Let’s get together’ campaign incentivised locals to submit their own pictures of their favourite Whitsundays spots, providing great content for fans on their consumer social media to vote on and choose their favourites. Read more.
|Tourism Whitsundays has also partnered with neighbouring Regional Tourism Organisation Mackay Tourism to launch the ‘Mates Rates’ campaign, targeted at the regional areas surrounding Mackay and The Whitsundays, encouraging residents to holiday here this winter. The regional drive market is a vital sector in reigniting the regions’ tourism industries. There are 78 offers available to locals across accommodation, experiences, restaurants and retail. Read more.
The campaigns have been activated through TV, digital billboards, print, radio, social, digital and received nearly 100,000 website hits.
Tourism Whitsundays has also partnered with Whitsunday Coast Airport and Bishopp Advertising to deliver billboards across SE QLD in Toowoomba, Ipswich, Gold Coast, Sunshine Coast, Brisbane North and Brisbane South. In addition, several complimentary prominent billboards are running across Melbourne. Whilst we are unable to welcome Victoria at the moment, these billboards will help to keep The Whitsundays front of mind for when they can travel again.