Domestic Marketing Overview

FY 2018/2019

Insights

  • Top Line Numbers

    Share of overnight expenditure: 66%
    Visitors: 1,900,000 | +6.6%
    Visitor Nights: 9,150,000 | -0.1%
    Expenditure: $2100M | +11.6%

  • Booking
    Consumers most likely to book air travel direct (19%) or with an OTA (8%)
    Around 14% of consumers booking package with travel agent in store to TNQ
  • Aviation
    Constricted domestic network (75% – 80% of international arrivals through domestic network)
  • Other Insights
    Cheap outbound flights from BNE, SYD & MEL continue to make competing with medium haul destinations on longer stay itineraries challenging
    Short form itineraries becoming more prevalent for domestic travelers

Strategy


Position Tropical North Queensland as a must do itinerary for Australians, engage markets where growth opportunity exists by amplifying our story across multiple touch points to deliver long term growth.

Execution

Target Audience
  • Millennials in east coast capital cities
  • Drive market (particularly intrastate)
  • High value travellers
Tactics
  • Parker Travel in market trade/agent training and product development
  • Travellers Choice Conference pre/post famils (Nov18)
  • Caravan / Camping Shows (TEQ / RTO partnership)
  • Ad Hoc Trade Famils
  • Flight Centre 48 hour campaign
  • Editorial – 90 new stories
  • Organic Social – drive engagement and discovery
  • Chatbots – drive engagements
  • SEM – middle & top funnel opportunities
  • Native – key publications in metro areas
  • Display – #bucketlistcampaign | key travel sites
  • Social Ads – #bucketlist | video & carousel
  • Pro active PR campaigns in key markets
  • Increased velocity of domestic media famils
  • Website suggestive itineraries
  • Best of Queensland
  • ATDW events listing expansion
Working with us
  • Flight Centre Expos (Jan-Feb)
  • TEQ NZ trade mega family opportunity (tba)
  • Member in market training opportunities