Campaigns
To showcase our destination, TTNQ puts campaigns into the marketplace to target specific consumers, highlight an event, promote our members, and offer deals.
DOMESTIC CAMPAIGNS
For more information on TTNQ’s domestic campaigns, please contact Corrinne Singleton.
Autumn
Last activity: January – May 2026
Next activity: January – May 2027
The Autumn campaign included social media, high-impact online display, print, billboards and bus advertisements. The campaign had a national approach, targeting Sydney, Melbourne, Brisbane, and Adelaide.
This was supported by retail partnerships with Luxury Escapes, My Queensland, and Expedia.
Winter
Last activity: May – June 2026
This campaign focused on tactical digital activity to generate high conversion by driving traffic to the consumer website and operator referrals.
The campaign targets Sydney, Melbourne, Adelaide and South East Queensland.
Channels included in the campaign are META (Instagram and Facebook), TikTok, YouTube, high-impact online display (Teads), and Google Demand Gen.
Spring
Spring Campaign 2026 is live from 16 July through to 31 October 2026.
The channels included in the campaign are META (Instagram and Facebook), TikTok, Pintrest, high-impact online display (Kargo), and Google Demand Gen.
Targetting Sydney, Melbourne, Adelaide and South East Queensland. The objective is to drive website traffic and boost operator referrals.
Summer
Last activity: October 2025 – January 2026
Next activity: October 2026 – January 2027
As the number of major domestic brand campaigns reduce, this campaign continues to take a seasonal approach within an always on strategy, with summer and autumn messaging running from January – March, Winter messaging from April – June and Spring messaging from July onwards.
Target audiences include high value travellers who are interested in travelling to the tropics. Niche campaign audiences including Adventure and luxury are also targeted through creative.
Drive Tropical North Queensland
Last activity: March – June 2026
Next activity: March – June 2027
Drive Campaign channels included OOH placements at EV charging stations, META (Instagram and Facebook), TikTok, high-impact online display (Convo Media), and Google Demand Gen.
The target audience includes leisure fly/drive travellers seeking short day trips and road trips around Cairns, as well as adventure travellers interested in epic 4WD, off-track, and camping experiences. Targeting NSW, VIC, SEQ, and regional Queensland.
Cairns Unearthed
Cairns Regional Council supports the sixth edition of Cairns Unearthed, a 56-page destination magazine, with 118,000 copies distributed through The Sun-Herald across NSW (72% metro / 28% regional) and Queensland (27% metro / 73% regional), The Sunday Age across Victoria (85% metro / 15% regional), and the Financial Review across South Australia (92% metro / 8% regional).
Cairns Unearthed provides an in-depth view of the Cairns LGA peppered with member product advertisements.
INTERNATIONAL CAMPAIGNS
Campaigns for FY25-26 are in development and will continue to be added to the list below as they are confirmed. For more information, please contact Lani Cooper.
FY24-25 Campaigns here.
WESTERN MARKET CAMPAIGNS
USA
USA: TTNQ has again partnered with Expedia Group in USA and Canada from 15 October to 14 December, for a fourth year in a row. The campaign will run on-site and off-site tactical digital activity, proven to be extremely successful in the North American market.
USA: TTNQ has again partnered with Expedia Group in USA 01 April to 30 June and Canada 01 May to 30 June, for a third year in a row. The campaign will run on-site and off-site digital activity, proven to be extremely successful in the North American market. Make sure your products are contracted and loaded by contacting Stefanie Schoonens.
USA: Live 01 May to 30 June, About Australia in partnership with Visit Canberra, Tourism Tropical North Queensland, and Fiji Airways. Designed to boost awareness, visitation, and passenger numbers, the campaign highlights Canberra and Tropical North Queensland while supporting connectivity from North America via Fiji Airways flights to Cairns. Ensure your products are listed with About Australia.
USA: Live 1 August to 31 December 2026, TTNQ and TEQ are partnering on a joint campaign with Avanti Destinations, targeting high-value FIT’s. The campaign promotes Tropical North Queensland and greater Queensland through digital marketing, agent training, and curated itineraries on AvantiDestinations.com and Passport Online. Industry partners are encouraged to ensure their products are loaded with Avanti to maximise visibility during the campaign.
USA: Live 16 August 2025 to 31 January 2026, TTNQ is partnering with Goway Travel and TEQ for a third North America campaign targeting high-value travellers. The campaign spans digital, social, trade, and consortia marketing. To get involved, connect with Goway’s Product Manager, South Pacific, Meghan Boyd.
USA: Live 01 September 2025 to 30 June 2026, TTNQ and TEQ are partnering with Travel Answers Group to boost exposure in the USA and Canada. The integrated trade campaign includes digital, print, video, social, EDMs, and advisor training across key networks. Industry partners are encouraged to get involved to maximise visibility in North America.
UK
UK: Live 01 October 2026 to 28 February 2027, TTNQ is committing to a fourth consecutive year of campaign partnership with TEQ and First Class Holidays, to promote the United Kingdom market to Tropical North Queensland. This tactical marketing campaign combines paid media with the established audience of First Class Holidays to promote Tropical North Queensland. Activity includes a an AI-powered customer journey and trip planning quiz, email and social media campaign, trade press, paid media across Google search and Meta, and a UGC agent incentive competition.
UK: TTNQ has partnered with Expedia Group in the UK after three consecutive years of successful campaigns. The campaign activity will be split across two bursts, to leverage peak booking periods in the UK market. Burst 1 will be live 15 October – 14 December and burst 2 will be live 28 January – 31 March 2027, both running with on-site and off-site digital conversion activity.
UK: Live 01 March to 30 April 2026, TEQ and TTNQ are partnering with First Class Holidays Campaign: This tactical marketing campaign combines paid media with the established audience of First Class Holidays to promote Tropical North Queensland. Activity includes a Travel Weekly email, digital and print features, trade training, social and sponsored posts, plus Google PPC and YouTube advertising, supported by a digital look book and blog content to drive engagement.
UK: Live 25 March to 30 June, TTNQ has partnered with Prestige Travel in the UK after successful campaigns in FY23-24 and FY24-25. The campaign is designed to drive an increased conversion to TNQ and increase ALOS through “linger longer” itineraries and packages. Make sure your products are contracted and loaded by contacting Jenny Taylor Page.
UK: Live 01 April to 30 June, TTNQ has partnered with Expedia Group in the UK after successful campaigns in FY23-24 and FY24-25. The campaign will be running with on-site and off-site digital cmapaign activity. Make sure your products are contracted and loaded by contacting Stefanie Schoonens.
UK: Live October 2025 to January 2026, TTNQ and TEQ are partnering with luxury tour operator If Only to promote Queensland and Tropical North Queensland to high-value UK travellers. The campaign will feature digital marketing, agent engagement, and curated itineraries, targeting couples and families. Industry partners are encouraged to ensure their product is listed with If Only to maximise visibility.
EUROPE
EUROPE: Live from October 2026 to March 2027. Kilroy International is driving conversion through social marketing, blogs, website, YouTube, tactical offers, and trade training. Kilroy aims to extend length of stay in Tropical North Queensland with an ALOS target of 10 nights.
EUROPE: Live May to July 2026, TTNQ has launched an inaugural campaign with Booking.com to drive visitation from Germany to Tropical North Queensland. The campaign will feature a TNQ dedicated home page and onsite and offsite digital marketing highlighting TNQ accommodation and experiences.
EUROPE: Live November 2025 to January 2026, TTNQ and TEQ are partnering with Australia Tours to promote Queensland and Tropical North Queensland to high-end German travellers. The campaign will feature multimedia marketing, direct marketing, and partner engagement, highlighting unique experiences, premium accommodation, drive itineraries, adventure and nature-based activities.
EUROPE: Live December 2025 to March 2026, TTNQ has partnered with Singapore Airlines in the Netherlands to promote Tropical North Queensland to high-end Benelux region travellers. The campaign will feature direct to consumer activity across digital channels, along with a campaign with trade partner Avila Travel.
NEW ZEALAND
NZ: Live 24 April to 11 May, Helloworld Travel is The campaign will be connecting with their 366 travel agent partners throughout New Zealand to increase awareness of breadth and depth of experiences across Tropical North Queensland, and drive conversion through leveraging the direct services with Jetstar (year-round) and Air New Zealand (seasonal). The campaign will run across radio, press, social, digital display, eDM, website and storefront collateral.
NZ: Live April to May 2026, YOU Travel is part of the First Travel Group as the retail brand and consists of 22 YOU branded offices in New Zealand and 23 independent travel outlets, all specialising in high-end boutique travel. The campaign will incorporate trade training to broaden knowledge of luxury travel in TNQ across their retail partners and conversion focused marketing through digital, social, EDMs, website and print.
EASTERN MARKET CAMPAIGNS
JAPAN
Japan: HIS Kanto & Kansai Cairns Tactical Promotion with TEQ, live from 1 October 2026 to 31 May 2027. To increase package tour users, HIS runs digital ads, Social Media posts, V-Tuber promotion, TV shopping promotion, Newspaper ads, Tokyo Marine Diving Fair promotion as well as new itinerary development.
Japan: JTB Mystyle FIT campaign with TEQ, live from 1 October 2026 to 31 May 2027. Digital advertisements using hero images of Cairns & Great Barrier Reef targeting potential and active travel audiences, and driving traffic to Cairns tour booking page.
Japan: JTB Group East & West campaign with TEQ, live from 1 October 2026 to 31 May 2027. The campaign targets corporate groups and education groups from both Kanto and Kansai area. Both segments have been growing in the past 24 months and TTNQ is aiming to increase Japanese group to the region.
Japan: Live 1 April to 30 June 2026, HIS Osaka Cairns Promotion, including TV program promotion, staff training, online advertising, retail outlet displays, and the creation of new itineraries targeting the shoulder season and early booking for the Japanese summer holiday.
Japan: Live 01 October to 31 May 2026, TTNQ is partnering with JTB Group East and West, targeting both corporate/MICE and Student groups, with the aim of further increasing group inquiries and visitors to TNQ region.
Japan: Live 20 February to 31 May 2026, Veltra Cairns Campaign, Increase awareness and share of voice through an online travel audition, while inviting the winners to Cairns to generate further content and amplify exposure from their experiences. In parallel, implement a campaign promoting our products on Veltra website.
Japan: Live 16 March to 31 May 2026, Hot Holiday Cairns Campaign, In addition to promoting existing tours and experiences, the initiative includes the development of land packages departing from Cairns. Online coupons will also be issued to create a synergistic effort. The target audience is FIT.
Japan: Live 1 April to 30 June 2026, HIS East Cairns Promotion, Travel expense support will be provided exclusively for Tohoku region, including Sendai, in the form of Shinkansen fares covered to facilitate access and increase regional customers. In addition, exhibit at Tokyo Marine Diving Fair to promote Great Barrier Reef diving-related products.
INDIA
India: Live from 1 October to 31 December 2026. the SOTC campaign targets both Group series and FITs. For FIT, SOTC created a longer length itinerary – 4 nights 5 day in Cairns. Digital ads, social media, eDM and push notifications will be planned during the campaign period.
India: Live from 1 October to 31 December 2026, the Thomas Cook Cairns campaign aims to increase length of stay by showcase variety of experiences in Cairns & Great Barrier Reef region to Indian consumers. Activities including digital, video, social, eDMs and online advertisements.
India: Live from 15 May to 30 June, the Make My Trip Cairns campaign targets 25-48-year-old high value travellers with a past travel history of booking luxury hotels and business class from India. It will showcase a variety of activities in TNQ.
India: Live 20 October to 15 March 2026, TTNQ and Thomas Cook India work together to increase FIT and group series visitors to TNQ region. One of the objectives of this campaign is to encourage Indian travellers to extend their length of stay in our region.
India: Live 26 March to 15 June 2026, SOTC Cairns Campaign, To increase the average length of stay among Indian travellers, SOTC will promote more experiences within their capacity. In addition, to raise awareness of Cairns and Great Barrier Reef region, promotional activities will be conducted across India, not only major metropolitan areas but nationwide.
CHINA
China: Live October 2026 to March 2027, TTNQ is partnering with Southern Cross Travel Tech (FIT arm of PTC Travel) for a third campaign targeting high value travellers. This campaign spans digital, social and trade, building on previous campaign activities positioning TNQ as a multi-experience destination. To get involved, connect with Southern Cross Travel Tech Marketing Executive, Angela Yang.
China: Live from 15 May to 30 June 2026, this campaign with GoFun (Resmart), an OTA in the Chinese market already delivering strong conversion outcomes for partners in Tropical North Queensland. The activities will focus on increasing TNQ’s visibility on Little Red Book through paid amplification, leveraging influencers and targeted private travel groups. To participate, please email Miss Lucy Lyu.
China: Live May to 15 July 2026, TTNQ will partner directly with Zuzuche.com once again, building on two years of successful collaboration. This campaign will leverage existing Tourism and Events Queensland (TEQ) activity, with a stronger focus on showcasing Tropical North Queensland. To participate email Miss Reekie Ling.
China: Live April to May 2026, TTNQ & Trip.com (C-Trip) After a successful two years of driving large volume conversion from key markets, TTNQ has partnered with Trip.com (C-Trip) for a third year to book Chinese travellers to Tropical North Queensland. To join the campaign please email Lucy Liu.
China: Live February to April 2026, TTNQ & WeChat Pay for Chinese New Year 2026. Through this campaign, participating members will gain access to WeChat’s extensive digital ecosystem, which provides powerful tools to increase visibility among Chinese consumers. This includes opportunities for merchant exposure, customer incentives, and promotional activities — all supported and funded by WeChat Pay. To get involved please email Mr Robin Zhang.
China: Live 01 September to 31 December 2025, TTNQ is partnering with PTC Express Travel in a pre-season campaign targeting to increase independent visitation to TNQ during the shoulder season leading up to Chinese New Year.
China: Live 01 October 2025 to 28 February 2026., TTNQ has partnered with Holiday XP on a campaign called: Level-up Cairns” to drive Chinese VFR travel (Graduation Travel) and FIT travel to region by highlighting attraction and experiences that off opportunities to learn new skills.
