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Flood victims benefit from North Queensland tourism campaign

02 September 2019


More than $7 million worth of holiday packages to North Queensland have been sold as part of a recent marketing campaign which has also raised more than $20,000 for flood victims.

Member for Townsville Scott Stewart said the campaign, launched in the aftermath of this year’s record monsoon, was designed to tell Australians that North Queensland remained open for business and was the perfect next holiday destination.

“Tourism is a cornerstone of Townsville’s economy – that’s why we’re investing heavily in marketing campaigns and new infrastructure to create tourism jobs in North Queensland,” he said.

“The campaign involved Tourism and Events Queensland working with regional tourism organisations in North Queensland to promote the region under the tagline ‘there’s never been a better time’. Today’s data shows this campaign is working.

“As part of the campaign, Queensland company Ignite Travel Group was tasked with hand crafting and selling holiday packages and they also raised more than $20,000 through contributions from holiday package and fundraising for the St Vincent de Paul Society North Queensland appeal, directly helping victims of the monsoon.

“Not only has this campaign helped the entire North Queensland tourism industry bounce back from a record monsoon, it’s also directly helped those suffering most from the devastating scenes we saw earlier this year.”

Tourism Industry Development Minister Kate Jones said campaigns like the one launched in the aftermath of the most recent disaster were crucial to supporting the tourism industry in North Queensland..

“We’re working with tourism operators in North Queensland to grow this vital industry and create jobs for locals,” she said.

“Just last month we saw new economic modelling showing a record number of domestic tourists spent more than ever before in the region. This is a testament to the fact that the work we’re doing is paying off.”

Ignite Travel Group Chief Executive Officer Ryan Thomas said the company was proud to give back to the North Queensland community.

“At the heart of this campaign is a company-wide commitment to rally support for tourism operators and residents, vital to the ongoing growth of key regions throughout North Queensland,” he said.

“By drawing on our unrivalled reach in the domestic market we were able to promote the region to highly engaged holidaymakers and deliver huge exposure, showcasing value-packed holidays with incredible tour experiences unique to each destination.

“We’re proud this campaign has inspired Australian travellers to rediscover the diverse range of experiences on offer in North Queensland and boost the tourism industry which is a cornerstone of the local economy.”

Townsville Enterprise CEO Patricia O’Callaghan said the campaign gave North Queensland a platform to let the nation know it was open for business.

“This collaborative campaign gave our region and our local tourism operators significant exposure at a time we needed it most,” said Ms O’Callaghan.

“The partnership with Ignite Travel has left a legacy for Townsville North Queensland; not only raising significant funding for flood recovery but also introducing our operators to a new tourism distribution channel which can support ongoing promotion and future proofing our industry.”

Tourism Whitsundays CEO Tash Wheeler was very appreciative of the support from state government.

“During the monsoon flooding our tourism industry took a big hit in what is traditionally our high season, it was great to receive the support of the State Government and Tourism and Events Queensland,” Ms Wheeler said.

“Through the Ignite campaign we saw a 1-6 return on the funding investment for the Whitsundays which was a great result at a time our industry needed it the most.”

Tourism Tropical North Queensland Chief Executive Officer Pip Close said the campaign created vital awareness that the region was not damaged and instead open for business helping to generate forward bookings to boost the industry.