Domestic Marketing Overview

Updated March 2020

Insights

Strategy

Position Cairns & Great Barrier Reef to be the destination of choice for conscious travellers to share. Inspiring our visitors to leave as custodians of the region.
“See Great … Leave Greater”

Execution

Target Audience

  • High Value Travellers (HVT)
  • 50+ age group travellers without children
  • Travelling with children
  • 18-49 age group travelling without children

Tactics

Current

  • Content creation, strategies to share aspirational content
  • PR/Media engagement
  • Constant/ongoing product, member, industry engagement

Looking ahead

  • Cairns Airport marketing partnership to drive volume and services on Domestic legs.
  • VFR member campaign partnership with News Corp focussing on Drive market.
  • Domestic Phase 2 Campaign executions with Accor, Expedia, Ignite and Jetstar, with digital activity in partnership with TEQ.
  • TTNQ, LTO, TEQ Drive North Queensland Campaign in partnership with LTO’s, WIN TV, Avis and Outdoria
  • Product/member in market training opportunities with Domestic wholesalers
  • Media/PR activity to elevate destination/new branding content
  • Trade educationals
  • New Zealand: Cairns Airport/TEQ/Air New Zealand campaign activity

Working with us

  • ATDW & Best of Queensland
  • Drive: Caravan and Camping Show support
  • Member in Market training opportunities
  • Trade and Media educational support