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 Lani Cooper.
Low Season (Summer & Autumn)
The Low Season Tactical brand campaign commenced in early October 2024 and runs through to the end of March 2025 to deliver outcomes in line with the immediate need period (November – May) for the region, industry and operators.
The campaign will have a national approach, targeting high yield markets in Sydney, Melbourne, Brisbane and Adelaide, to drive consumer demand through a strong tactical campaign activity incorporating various incentives with Webjet, MyQueensland and Expedia, to generate significant incremental growth in overnight visitor expenditure. Positioning TNQ as the summer holiday destination to our domestic audience.
Always On
Last activity: July – September 2024
Next activity: March – June 2025
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 through both low and peak seasons. Niche campaign audiences including Adventure and eco-luxury are also targeted through creative.
Our last Always-On campaign (July – September 2024) exceeded all KPI’s set and drove over 74K referrals to industry.
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.
Cairns Unearthed
Current activity: 2 November 2024
Cairns Regional Council supported the fourth edition of Cairns Unearthed, a 56-page destination magazine, with 105,000 copies in Sydney Morning Herald & Melbourne Age. 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.
Drive Tropical North Queensland
Last activity: April – June 2024
Next activity: March – June 2025
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, focusing more on the fly/drive market and short road trips.
INTERNATIONAL CAMPAIGNS
Campaigns for FY24-25 are in development and will continue to be added to the list below as they are confirmed. For more information, please contact Lani Cooper.
FY23-24 Campaigns here.
TTNQ’s international campaign activity received grant funding from the Australian Government, under the International Tourism Recovery Program administered by Austrade.
GLOBAL CAMPAIGNS
GLOBAL: Expedia Partnership FY24-25 live from August 2024 – June 2025. After a successful year in 2023-24 conversion focused activity, TTNQ have contracted Expedia Group for a second-year global partnership. Activity will be live in Canada (Aug-Sep & Jan-Feb), United States (Jan-Mar), Japan (Sep-Oct), United Kingdom (Jan-Mar), and New Zealand (Jan-Mar). Make sure your products are contracted and loaded by contacting Stefanie Schoonens.
GLOBAL Trip.com Partnership FY24-25 after a successful year in FY23-24 driving large volume conversion from key markets, TTNQ has partnered with Trip.com for a second year of global activity. Live from September 2024 – May 2025 in United Kingdom (Sep-Nov), China with Ctrip (Sep-Oct), Japan (Mar), and new markets this year; Hong Kong (Oct) and United States (Mar-May). To make the most out of this campaign, connect with Trip.com’s Lucy Liu.
GLOBAL: Singapore Airlines live from January – June 2025. Conversion focussed campaign activity will run across digital display, online publishers, social, Metasearch, SEM and SQ eDM loyalty databases, and cover markets in Netherlands, Germany, India and Singapore to drive flight bookings on the service to Cairns.
WESTERN MARKET CAMPAIGNS
EUROPE
EUROPE: Australia à la Carte x Petit Futé is live from May to July 2024. Driving conversion in the French and European markets to broaden the dispersal across the TNQ region through a digital media campaign with Australie-à-la-Carte and Petit Futé. Contact Valérie Bourgeois.
EUROPE: Dertour Group/ Kuoni is live from September – 31 March 2025, the DERTOUR Group will elevate Tropical North Queensland as a top destination, making it a must-visit for travellers from Germany and Switzerland. By leveraging attractive travel packages and targeted marketing through key brands—DERTOUR, MEIERS WELTREISEN, and KUONI aiming to increase traveller conversions and drive bookings from the European market. Ensure your products are loaded with DERTOUR group.
EUROPE – Kilroy International is live from December 2023 – October 2024. Driving conversion through social marketing, tactical offers, and a competition to win a trip to Cairns and the Great Barrier Reef, Kilroy aims to establish Tropical North Queensland as the adventure capital of Australia and the top destination for the youth and student market.
EUROPE: Camperdays is live from 01 October 2024 to 28 February 2025. In partnership with TEQ, TTNQ is investing into a campaign with Camperdays; Europe and Germany’s largest online platform for renting out recreational vehicles worldwide with a major hub being in Cairns.
EUROPE: Australie-a-la-Carte is live from April – June 2025. This 100% digital campaign, featuring tailored package offers, aims to capitalise on the growing demand from French travellers for holidays in Tropical North Queensland, Ensure your products are loaded with Australie-a-la-Carte.
EUROPE: Australia Unlimited is live from October 2024– March 2025. Following the initial 2023–2024 campaign partnership, we are looking to build on that momentum by launching a new conversion campaign with Australia Unlimited Targeting high value German travellers to visit Australia, with Cairns and the Great Barrier reef packages. Ensure your products are loaded and up to date with Australia Unlimited.
EUROPE: QAS Holidays is live from October 2024 – February 2025, TTNQ and QAS Holidays aim to increase visitor numbers from the Netherlands and broader European market. The campaign will be executed in partnership with two of the largest travel companies in the Netherlands: TUI and The Travel Club. Ensure you have your products loaded with QAS Holidays.
EUROPE: Travel Essence is live from December 2024 – February 2025. In partnership with TEQ, TTNQ is investing in a campaign with Travel Essence, targeting high-value travellers from the Dutch and German markets. Ensure your products are loaded with Travel Essence.
EUROPE: Australia Tours is live from January 2025 – February 2025 in partnership with TEQ, aiming to inspire high-value German leisure travellers to explore Queensland. The campaign will highlight the diverse landscapes, luxurious experiences, and captivating attractions across the region, encouraging meaningful travel and boosting passenger numbers to Tropical North Queensland.
EUROPE: Best Of Travel Group (BOTG) & Dreamtime Travel – Savannah Way campaign is live from November 2024 to February 2025. In partnership with TEQ, TNT, TWA and this campaign will be reaching the German and Swiss markets to drive visitation along the Savannah Way, from Cairns to Broome.
EUROPE: Asia Voyages & Petit Futé is live from February to June 2025. Driving conversion in the French and European markets to broaden the dispersal across the TNQ region targeting HVT, families and self -drive through digital media and an editorial activity with Asia Voyages and Petit Futé. Please contact Florence Fichkhan.
EUROPE: Kilroy International Campaign live in April to June 2025. A campaign focused on social marketing (Facebook, Instagram, TikTok, YouTube) and re-targeted tactical offers to boost conversions and attract more visitors from the UK and Europe. Particular emphasis is placed in Denmark, Norway, Sweden, Finland, Iceland, the Netherlands, and Belgium. Kilroy aims to position Tropical North Queensland as the adventure capital of Australia and the premier destination for the youth and student market. Ensure your products are loaded with Kilroy International by contacting Brian Samuel.
EUROPE: Go Australia campaign live 1 April to 30 June 2025 will target Italian and European travellers to Tropical North Queensland. This digital campaign will focus on three themes , Go Australia for destination awareness, Go Camper for open-air adventures, and Go Scuba for diving experiences, the campaign aims to inspire exploration of the region’s unique offerings. Ensure your products are loaded, contact R. Chiesa.
EUROPE: Best of Travel Group live from August 2024 – 28 January 2025. In partnership with Townsville Enterprises this conversion campaign aims to raise awareness of and highlight the diverse possibilities of selected products for the Great Tropical Drive. It seeks to increase sales of BOTG packages while targeting potential free independent travellers, first-time visitors, and repeat customers.
UK
UNITED KINGDOM: Trailfinders is live from 1 August 2024 – 30 June 2025. TTNQ is upweighting the region’s exposure and conversion opportunities as part of an integrated national campaign with Tourism Australia and Tourism Events Queensland, covering print, social, digital, display, eDMs and store front advertising. Ensure your products are loaded with Trailfinders by contacting Lauren McLeod for accommodation and Emila Navato for experiences.
UNITED KINGDOM: If Only in collaboration with TEQ is live from October 2024 – December 2024. This campaign is set to maximise If Only’s extensive network and utilise existing partnerships to increase consideration and conversion for Tropical North Queensland.
UNITED KINGDOM: First Class Holidays in collaboration with TEQ is live from October 2024 – April 2025. TTNQ will partner with First Class Holidays and TEQ for a second year to target high value travellers across the UK market, to grow Tropical North Queensland visitation.
UNITED KINGDOM: TTNQ in partnership with TEQ and Travel Counsellors is live from October 2024 – March 2025. The campaign aims to leverage Travel Counsellors’ extensive network to boost awareness of Queensland, increase UK visitor distribution across its regions, and attract high-value customers to the area. Ensure your products are loaded with Travel Counsellors.
UNITED KINGDOM: If Only in collaboration with TEQ is live from October – December 2024. This campaign is set to maximise If Only’s extensive network and utilise existing partnerships to increase consideration and conversion for Tropical North Queensland.
UNITED KINGDOM: First Class Holidays in collaboration with TEQ is live from October 2024 – April 2025. TTNQ will partner with First Class Holidays and TEQ for a second year to target high value travellers across the UK market, to grow Tropical North Queensland visitation.
UNITED KINGDOM: Cathay is live from November – December 2024, TTNQ has partnered with Cathay Pacific to drive awareness and bookings of the Cathay service into Cairns, via Hong Kong. The targeted digital campaign will focus on programmatic display across the UK.
UNITED KINGDOM : Prestige Travel live from January – June 2025. TTNQ is partnering with Prestige Travel on a Conversion and Trade Engagement campaign, promoting the USPs of the TTNQ region and highlighting the enhancements it offers to an Australian holiday. The campaign will include agent webinars and a booking incentive. Make sure your products are contracted and loaded by contacting Jenny Taylor Page.
USA
USA: About Australia is live from 1 – 31 September 2024, in collaboration with Australia Zoo and the Sunshine Coast, this campaign aims to boost visitation, awareness, and sales for Cairns through itinerary packaging and targeted marketing also focusing on Jetstar’s MCY-CNS route. Ensure your products are loaded with About Australia.
USA: Goway Travel is live from 1 September 2024 to 28 February 2025. After a successful campaign in FY23-24, TTNQ is pursuing a second campaign to continue to drive visitation to the region from Canada and United States. To make the most out of this campaign, connect with Goway’s Product Manager, South Pacific Meghan Boyd.
USA: About Australia is live 01 – 31 October, in collaboration with Destination Gold Coast, Tourism Tropical North Queensland, and Fiji Airways to boost visitation, awareness, and passenger numbers to the Gold Coast and Tropical North Queensland. The campaign will particularly highlight the snorkelling and diving experiences at the Great Barrier Reef. Ensure your products are loaded with About Australia.
USA: Avanti is live from October 2024 – March 2025. In partnership with TEQ, TTNQ is investing in a campaign with Avanti, targeting high-value independent travellers to showcase the breadth and depth of Tropical North Queensland, and broader Queensland. Ensure your products are loaded with Avanti.
USA: Swain is live from October 2024 – June 2025. TTNQ is up-weighting the region’s exposure and conversion opportunities as part of an integrated national campaign with Tourism Australia and TEQ covering print, social, digital, video, EDMs and training in key markets of Canada and the US.
USA: Travel Answers Group is live from October 2024 – June 2025. TTNQ is upweighting the region’s exposure and conversion opportunities as part of an integrated national campaign with Tourism Australia and TEQ, in partnership with Brisbane Economic Development Agency covering print, social, digital, video, EDMs and training in the key markets of Canada and United States.
USA: TTNQ & Down Under Endeavours Campaign live from 1 February to 31 March 2025, promoting bookings for travel between 1 April and 31 December 2025. The campaign targets high value individuals through tailored itineraries featuring golf and special interest experiences across TNQ. Promotion will include a podcast and an agent incentive program to drive conversions to the region. Ensure your products are loaded with Shannon Bradley.
USA: ANZCRO Trade Engagement March 2025, Tourism Tropical North Queensland, with Cassowary Coast Tourism, Tourism Port Douglas, and ANZCRO, will host a recorded webinar targeting travel advisors in North America. The goal is to educate them about the depth of the Tropical North Queensland region, raise awareness, and drive conversions to TNQ.
USA: Fiji Airways live from March – June 2025. TTNQ has partnered with Fiji Airways to drive awareness and bookings from connecting Fiji Airways cities; Los Angeles, San Francisco, Dallas, Vancouver and their surrounding markets. Activity will include digital – Google, Microsoft, social – Meta, Pinterest, TikTok, eDMs, Connected TV and search advertising.
USA: United Airlines x ALG Vacations campaign in collaboration with TEQ live from April 2025 – June 2025. Apple Leisure Group (ALG) Vacations will drive flight and travel packages via San Francisco & Los Angeles – Brisbane and up to Cairns with United Airlines, utilising their Travel Advisors network. Advisors based in USA and Canada will include ALGV Corp, Blue Sky Tours, United Vacations, Funjet Vacations and Travel Impressions.
NEW ZEALAND
New Zealand: House of Travel is live from 20 – 31 January 2025 and 24 March – 4 April 2025. TTHQ has partnered with leading New Zealand travel company for a second year to leverage the direct flights with Air NZ ex Auckland (seasonal) and Jetstar ex Christchurch (year round), to drive incremental sales to region.
New Zealand: ANZCRO is live from 20 January – 30 April 2025. ANZCRO is a trusted Australian and New Zealand wholesaler working with agents across both markets. ANZCRO has strong relationships with all New Zealand travel agents and is another great opportunity for TTNQ to grow the New Zealand market, through B2B and B2B2C activity.
New Zealand: Helloworld Travel is live from 24 February – 23 March. 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).
NEW ZEALAND: YOU Travel, is live from March to April. YOU Travel is under 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 NZ Herald.
New Zealand: Jetstar campaign is live from 3 – 7 April. The activity will be upweighting TNQ coverage and conversion as part of a broader Jetstar tactical campaign. This campaign will support the launch of the new Christchurch to Cairns services with Jetstar, commencing 2nd April and flying three times per week, year-round.
EASTERN MARKET CAMPAIGNS
China
CHINA: Nanjing Tuniu, live from 01 July – 30 September 2024 this is an integrated campaign that will promote experiences throughout the region, tapping into the growing FIT market from China for holidays to Tropical North Queensland. To make the most out of this campaign contact: Mona Luo
CHINA: China Merchant Travel, live from July – October 2024 aimed at increasing trade network knowledge and passenger numbers to region. CTG offers a large selection of packaged tours including organised and self-guided tours. To make the most out of this campaign contact: Kaili Feng
CHINA: Southern Cross Traveltech (PTC), live from 1 June – 30 September 2024 this campaign will increase the FIT and small group tailor-made travel passenger numbers from Greater China to Tropical North Queensland. To make the most out of this campaign contact: Angela Yang
CHINA: GZL International Travel Service, live from 15 August to 31 December 2024 this campaign is aimed at increasing Chinese group travel market to the region in the back half of this year. GZL is a traditional agency based in Guangzhou that has support TNQ for decades and been instrumental to the strong growth and success of Chinese group travel to Cairns. This trade partner offers a large selection of quality packaged tours to Australia that feature this region. To make the most out of this campaign contact: Cecilia Zhang.
CHINA: TTNQ has confirmed a trade conversion campaign partnership with Tourism & Events Queensland to support China Southern Airlines direct services from Guangzhou to Brisbane. Campaign activity will commence from September 2024 and conclude June 2025. Campaign partners include: GZL, Guangdong Kings Tours, Newstar, Guangzhou Comfort, Zuzuche.com, LY Tongcheng, Moker Trip, Guangxi Elite Edu Study Tour, CITS Shenzhen. For further information contact Harriet Gainfield.
CHINA: TTNQ has confirmed a trade conversion campaign partnership with Tourism & Events Queensland to support China Eastern Airlines direct services from Shanghai to Brisbane. Campaign activity will commence from September 2024 and conclude June 2025. Campaign partners include: Shanghai Junyixing (Awing Travel), Shanghai Tongzhisheng International, Sharing Journey, China Easy International, Shanghai Mint International, Trip Across Travel Services Zhejiang, Tuniu.com. For further information contact Harriet Gainfield.
CHINA: Cathay, live from September 2024 – March 2025. TTNQ has partnered with TEQ and Cathay to run cooperative marketing activity in China and Hong Kong target markets to promote holiday travel to Cairns via Cathay Pacific seasonal services from Hong Kong to Cairns.
CHINA: Chongqing Intercontinental International Travel Agency (Trip Soho) – live from 1 November 2024 – 31 January 2025 this online campaign conducted primarily through social media platform Little Red Book this campaign will increase free independent travelers from central/ western China over the Chinese New year period. To make the most out of this campaign contact Miss Ally Wang.
CHINA: Shanghai Junyixing International Travel (Shanghai Awing) – live from 1 November 2024 – 31 January 2025 this integrated online and offline campaign will see quality packaged tours sold to a cross section of customers including the middle-class; retirees; and young people who enjoy adventure & outdoor activities. To make the most out of this campaign contact Mrs Chaoying.
CHINA: 6Renyou – live 1 October 2024 – 31 January 2025. This online campaign conducted primarily through 6Renyou owned digital platforms and social media platform Little Red Book will increase free independent travelers from Northern China to travel to Tropical North Queensland over the Chinese New year period. To make the most out of this campaign contact Miss Liyan.
CHINA: Zuzuche.com – Live 01 March 2025 – 30 June 2025 this offline and online campaign conducted primarily through Zuzuche.comowned digital platforms and social media channels. Aimed to attract FIT/ self-drive travelers from southern and central/ western China over the Spring and Summer travel seasons. To make the most out of this campaign contact Miss Reekie Ling.
CHINA: Hong Kong Travel Expert – Live 01 February – 28 February 2025 This offline and online campaign includes Consumer Travel Show exposure and various activities to encourage conversion of small travel groups to region from Hong Kong for the upcoming Spring/ Summer travel season. To make the most out of this campaign contact Kelly To.
CHINA: HelloDive Travel – Live 01 March – 30 June 2025. This campaign will target the scuba diving community in China via online and offline activities including exposure at both the Shanghai and Beijing Dive Shows. This niche campaign is aimed at increasing free independent adventure travelers from China to enjoy diving in Tropical North Queensland during off-peak periods.
Japan
JAPAN: Veltra Cairns campaign live May -August 2024, targeting FITs. Veltra is one of major OTA in Japan market, selling tours and attractions.
JAPAN: Expedia Japan campaign live September – October, 2024, this is a part of the TTNQ’s Global Campaign with Expedia. The Japan part targets bookings around Christmas, New Year holiday through to January to February. Target segment is Family and Youth market.
JAPAN: Hankyu Tokyo campaign live August -December 2024, selling Cairns mono tours and Cairns and Sydney combination. This is group series targeting mature and senior age segments.
JAPAN: Hot Holiday campaign live July 2024 – January 2025, the campaign focuses on 15 new Cairns & Great Barrier Reef packages which includes land packages with accommodations, tour packages and self-drive options.
JAPAN: Tabikobo campaign live August 2024 – June 2025, Tabikobo restarted selling Cairns and Australia products. Objectives to increase not only pax number but also average length of stay. Target segments are F2 (Female 35-49yr) and family.
JAPAN: Tobu Top Tours Kansai Group campaign live October 2024 – May 2025, targeting corporate/MICE groups and Education/Student groups using Jetstar Cairns-Osaka route.
JAPAN: Hankyu Osaka campaign live October 2024 – June 2025, by working with 3 different departments – Group series (Trapics), E-Very (FIT) and One-off groups departments.
JAPAN: AirTrip Virgin Australia Cairns campaign: live from October – February 2025, targeting FIT travelling on Virgin service until its end of the service. This is a 100% digital campaign, including an editorial about Cairns & the Great Barrier Reef region.
JAPAN: HIS Virgin Australia campaign with TEQ: live from 1 October – 30 November 2024. Towards to the end of the campaign period will overlap to HIS’s New Year Sale. It targets customers who come to Cairns before the end of February 2025.
JAPAN: Tobu Top Tours Tokyo Group campaign: Targeting corporate/MICE and education groups using Jetstar Cairns – Narita route, the campaign is live from mid-October to the end of May 2025. This is an additional campaign to the Tobu Top Tours Osaka Group promotion that is already up and running.
JAPAN: JTB Group Cairns Campaign is live from November 2024 – May 2025, targeting corporate, MICE and Education groups travelling from both East and West Japan using Jetstar services, travelling to Cairns and the Great Barrier Reef region before 31 December 2025.
JAPAN: HIS Jetstar Cairns Campaign with TEQ is live from October 2024 – June 2025. Campaign activities include digital ads, social media promotion, displays through retail outlets and subsidies for passengers from regional areas.
JAPAN: JTB Group Cairns Campaign is live from November 2024 – May 2025, targeting corporate, MICE and education groups travelling from both East and West Japan using Jetstar services before 31 December 2025.
JAPAN: HIS Jetstar Cairns Campaign with TEQ is live from October 2024 – June 2025. Campaign activities include digital ads, social media promotion, displays through retail outlets and subsidies for passengers from regional areas.
JAPAN: Veltra Tabi-MUSE Campaign live from January – June 2025, targeting FIT and female opinion leaders showcasing variety of tours and experiences in Cairns & GBR region. Port Douglas area will be focused through a travel influencers event, which is a part of the campaign activities.
South East Asia
SOUTH EAST ASIA: Thomas Cook India campaign live from October 2024 – January 2025. Cairns promotion through online ads, TV and print media through English and regional languages throughout India.
SOUTH EAST ASIA: SOTC campaign: live October 2024 – January 2025. FIT products to increase the average length of stay in Cairns and Great Barrier Reef region.
SOUTH EAST ASIA: (Aviation) Indonesia Air Asia live from June – September 2024. This conversion campaign will be utilising the Air Asia brand targeting the Indonesian market for the direct flights from Denpasar to Cairns across paid media. Campaign will include social media, Google display, eDMs, website, and digital publisher partners.
SOUTH EAST ASIA: (Aviation) Indonesia Air Asia live from May – June 2025. This conversion campaign will be utilising the Air Asia brand targeting the Indonesian market for the direct flights from Denpasar to Cairns across paid media. Campaign will include social media, Google display, eDMs, website, and digital publisher partners.
For all Japan and SEA campaigns contact your inbound tour operator or Sam Sakamoto.
