Cairns Unearthed 2022

October 2022

The second edition of Cairns Unearthed appeared as a 56-page destination magazine, with 120,000 copies in the Daily Telegraph and The Herald Sun. Cairns Unearthed provides an in-depth view of the Cairns LGA with articles on summer dining, accommodation, experiences and attractions, peppered with member product advertisements.
Read the magazine

Kick-Start Summer

July – September 2021 (deals)
September – October 2022

As a precursor for the Summer campaign, our spring campaigns aim to promote experiences that are available over the summer months and drive visitor spend through the shoulder seasons.

Summer in the Tropics

October 2020 – January 2021
October – December 2021

The summer campaign aims to change the perception of Tropical North Queensland during what is traditionally the low season. Typically viewed as a two-seasonal year (wet and dry), summer here is often thought of as too hot, wet, or dangerous to visit. This campaign will position TNQ as the summer holiday destination to our domestic audience. Target audiences include high value travellers who are interested in travel to tropical summer locations.

Summer Lives On

February – March 2021
February – March 2022

Leveraging off the performance of the summer campaigns, the autumn campaign continues to promote Tropical North Queensland as a holiday destination year-round, as traditionally ‘summer’ experiences still available in the following months, unlike in other regions.

Escape Winter to the Tropics

April – June 2021
April – July 2022

The winter months are traditionally the busiest time of year for the domestic market, though with restrictions and uncertainty around travel over the last few years, the winter campaigns aimed to promote travel to the region and capture audiences who are intending overseas travel to tropical locations.

Cairns Unearthed 2021

November 2021

The inaugural Cairns Unearthed magazine appeared as a 56-page pull out in the Weekend Australian, featuring the Cairns LGA. Cairns Unearthed provided an in-depth view of Cairns and the Northern Beaches and featured articles on dining, accommodation, Great Barrier Reef, rainforest and local attractions, with member products peppered throughout the editorial and ad spaces. Read the magazine

See Great. Leave Greater.

June – December 2020

This campaign was originally due to commence in April 2020 however was postponed due to COVID-19. It comprised of two 4-week retail campaign bursts aimed at positioning Tropical North Queensland as a region where you will not only see amazing things, but you’ll leave greater – whether you’re making a change for the region or feeling a change in yourself.

Dream Greater

May – June 2020

Using captivating digital content focused on reef, rainforest and drive, this campaign aimed to inspire regional Queenslanders and ensure that Tropical North Queensland is top of mind when COVID-19 travel restrictions eased.

Adventure

Tropical North Queensland boasts a high number of adventure experiences year-round thanks to its unique combination of natural environments. This campaign aims to capture the interest of adventure seekers by increasing awareness of adventure experiences that are available, particularly during the shoulder season.

Drive Tropical North Queensland

The drive market continues to be one of the most vital groups for tourism in Tropical North Queensland. This campaign promotes various drive opportunities, experiences and road trips throughout the year, ranging from short trips for the fly-drive market to epic adventures like Cape York.

Eco-Luxury

As Tropical North Queensland is a leader in eco-tourism and only place on earth where two globally significant, natural World heritage sites occur side-by-side, this campaign aims to promote eco-friendly and sustainable products or initiatives among the niche, luxury travel market who may seek out experiences that make a positive contribution to the environment, local culture and their own personal health and wellbeing.

Drive North Queensland

In partnership with 4 other Regional Tourism Organisations in North Queensland, the Drive North Queensland campaign captures the long-haul drive market, who visit many regions on their journeys have very specific needs. The five RTOs in this collective are Tropical North Queensland, Mackay, Outback Queensland, Townsville and Whitsundays.

Port Douglas Carnivale 2021

This campaign is designed to promote and drive ticket sales for the annual Port Douglas Carnivale.

Cooktown & Cape York Expo 2021

This campaign is designed to drive conversion for ticket sales and build awareness of the event happening in Cooktown.

Hot & Steamy Festival 2021

Launched at the end of January as border restrictions lifted around Australia, this campaign designed to grow awareness of the event and support ticket sales.

Nurturing Our Nature with BEC

Five Cairns hotels committed to donating $5 per delegate to local environmental and wildlife causes for business events booked at their venues during 2020.