TTNQ is undertaking its largest ever domestic marketing campaign after receiving matched funding from the State Government and Cairns Regional Council for a $2.8 million campaign.
An additional $1.8 million joint funding was announced last week by Council and the State Government to develop a second phase of the $1 million six-month campaign we have had in-market since July.
We are getting great results from Phase 1 of the campaign working with Ignite Travel, Flight Centre, Luxury Escapes and Helloworld Travel to sell 4 – 6 night packages with accommodation and tours around the region.
Sydney and Melbourne are being targeted as the primary market and Brisbane as the secondary market. In addition to the trade packages, there is a digital component and a drive campaign aimed at luring interstate and intrastate travellers.
With the second round of funding secured we have begun working with Tourism and Events Queensland to select tactical partners for the campaign. It too will target the high-value travellers in Sydney, Melbourne and Brisbane as well as the intrastate drive market to encourage travel from January to December next year.
The bulk of the funding will be invested in trade and airline marketing with the remainder on the creative development of brand assets, a digital campaign, drive campaign and public relations.
This second phase of the campaign is timely as it will coincide will the announcement of the region’s new brand concept which will come 12 months after TTNQ started discussions on how to turn around a drop in visitor numbers after a prolonged wet season.
The perception that the Cairns region was part of the Townsville flooding further decimated tourism numbers and brought Tourism Minister Kate Jones MP and TEQ to the region in March. As a result, we partnered with TEQ to use crisis funding for a campaign to bring domestic travellers north.
That month the TTNQ Board decided to commence work on unlocking the DNA for the region to counteract negative impacts in the domestic market. TTNQ has worked with agency Nick Did This who conducted more than 440 hours of analysis and examined some 20 pieces of existing research in addition to the extensive consultation throughout the region.
After extensive workshops and phone interviews with tourism operators and stakeholders to find out what makes us tick as a tourism destination, Nick Did This has developed two potential creative territories for the destination which they will present to the Board today. We believe both strategic directions will connect with consumers and with our industry because they have been conceived after an extensive consultation process which focused on listening and learning.
Once the Board has provided feedback, Nick Did This will continue to move forward with the creation of new assets including dynamic video, imagery and content. A 12-month content plan is underway to promote the incredible diversity in our region.
I will endeavour to meet with key stakeholders during my final weeks with TTNQ to update you on the progress of this journey and take you through some of the ideas behind it. All will be revealed on 4 February with the creative and brand story to be launched at the Cairns Performing Arts Complex followed by a networking event for members and key stakeholders.
We will keep you updated as we progress towards the launch date. Make sure you have it in your diary – 4pm, 4 February.
Pip Close
Chief Executive Officer
11 September 2019