CEO-Board Updates

October 2020 CEO Update

Mark Olsen

Summer is upon us and with it comes regular quenching rainfall, sweet tropical produce, crystal clear waters on the reef and the Cairns & Great Barrier Reef “Summer Great. Leave Greater.” campaign, which launched on Sunday 25 October.

Funded by Tourism & Events Queensland, TTNQ’s campaign encourages domestic audiences to discover the incredible summer experiences of Cairns & Great Barrier Reef, and shift perceptions that it’s too hot or too wet to visit over this period.

With international borders not opening until at least mid 2021, the region is facing a major shortfall in visitation as we move into summer, so capturing the domestic audience and pent up desire to travel has never been more important.

Discover the full sensory experience of summer at cairnsgreatbarrierreef.com. You’ll also find the wonderful experiences unique to each season on our new Weather & Seasons page.

The campaign will include targeted six-second video on YouTube and social channels, digital display, press, out-of-home and integrated TV with Queensland Weekender reaching local, South East Queensland, Adelaide, Sydney and Melbourne markets (as travel restrictions ease).

Next week The Today Show will be doing live weather crosses from 2-4 November to showcase what people can expect in the upcoming summer.

Editorial supporting the campaign will be across print and digital publications and partnerships including News Corp, Australian Traveller and Pedestrian TV, amongst others. We have also hosted domestic travel writers, with more in the pipeline, who will be aligning with our summer messaging to showcase the unknown beauty of summer.

Retail partnerships include Luxury Escapes, Helloworld, Qantas Hotels, Phil Hoffmann Travel, Expedia and Ignite MQH who are featuring packages and deals to drive visitation in Cairns & Great Barrier Reef over summer.

Help support the Summer Great. Leave Greater. campaign by ensuring your marketing language is right when talking about summer in the tropics with TTNQ’s Summer Language Guidelines.

Cheers

Mark Olsen
Chief Executive Officer