Summer in the Tropics

October 2020 – March 2021

Summary: Tropical North Queensland is typically viewed as a two-seasonal year (wet and dry). Domestically, our summer is thought of as too hot, wet, or dangerous to visit. We need to change the perception around our season. We know that each season promises a special experience, completely different to any other time of the year. This campaign will position TNQ as the summer holiday destination to our domestic audience (that may have typically gone to Fiji, Bali or Thailand). We will showcase the amazing experience this region has to offer during summer; growing our share of voice and in turn, increase visitor spend. Summer in the tropics will have you feeling great and leaving greater.

Partners: IMATE, News Limited, Luxury Escapes, Helloworld, Qantas Hotels, Phil Hoffman Travel, Expedia, Ignite (My Queensland Holidays), Signature Luxury Travel & style, Holidays with Kids, and Australian Traveller.

Assets Created: YouTube bumpers (6sec), billboards, print and digital ads, editorial, social and TV integration

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Drive North Queensland

May 2020 – Ongoing

Summary: Launched in the wake of the bushfires, COVID-19, and the ensuing visitor economy slow down, this campaign promotes touring routes to and through Cairns & Great Barrier Reef, encouraging visitors to take a driving holiday when restrictions lift. It commenced from Townsville to Cairns, as borders open the audience it will extend to intrastate and interstate.  

Partners: Drive North Queensland is a partnership with TTNQ, Tourism and Events Queensland, The Savannah Way, Cook Shire Council, Tropical Coast Tourist, Tourism Port Douglas & Daintree, Tablelands Tourism, Townsville Enterprise, Mackay Tourism, Tourism Whitsundays, Outback Queensland Tourism Association, WIN TV, Australian Tourist Publications and Outdoria.

Assets Created: drivenorthqueensland.com.au, TV advertisement, digital content, printed and online articles

Key Metrics: Generate $1M of AVE through leveraging partner channels, generate 60,000 website visitors from a reach of 750,000 viewers

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See Great, Leave Greater Campaign

June – December 2020

Summary: This campaign was originally due to commence in April 2020 however was postponed due to COVID-19. It comprises of two 4-week retail campaign bursts; June to August and September to October with Expedia, Ignite Travel, and Accor. This will be supported by campaigns across free-to-air and subscription television, out-of-home advertising, print and digital media with Newscorp, Facebook and Instagram. The activity will coincide with easing of COVID-19 restrictions, focusing on intrastate market during the first burst and interstate market in the second burst. This activity is flexible and will be adjusted in line with the easing of restrictions affecting the tourism industry. All assets created will feature the new brand “See great, leave greater”.

Partners: Tourism & Events Queensland, News Corp, Expedia, Ignite Travel Group and Accor Hotel Group

Assets Created: Subscription TV ads, digital ads (display and native tiles), YouTube 6sec bumper ads, social media content (video, image and carousel ads)

Key Metrics:Revenue generated from retail campaigns, video views, social media reach and engagement, TV viewerships and website traffic

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Experience Development Workshop

In March 2020, TTNQ launched a new brand platform that is driven by unique experiences and bookable products. We now use the location name of Cairns & Great Barrier Reef (not Tropical North Queensland) to ensure our visitors know where we are and what to expect. For most interstate and international visitors, their experience and their journey starts with Cairns.

Cairns & Great Barrier Reef’s brand promise is to inspire visitors to leave as custodians of the region. Visitors will:
• See Great – through remarkable experiences
• Feel Great – through making a genuine connection with the place
• Leave Greater – as a person and by knowing that every visit makes a difference.

We invite our operators to align your experience with the new brand story by participating in an Experience Development Workshop. The first operator to undertake this experience was Quicksilver. You can see the result of the workshop is their video on the left.

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Visiting Friends & Relatives Campaign

March – May 2020 (on hold)

Summary: In partnership with Cairns Post (News Corp) we are showcasing our members to locals who have friends and relatives visiting them and exploring our region by car. This will drive immediate travel to member products in the wake of increasing travel bans and concerns over international travel. News Corp will promote the extended locals campaign through its digital network to boost VFR and drive visitation in the region over the next three months. Locals and visitors will be directed to tropicalnorthqueensland.org.au to view member’s deals.

Partners: News Corp

Assets Created: All offers will be promoted on tropicalnorthqueensland.org.au with a direct link to the offer on the member’s website. Each week, three of the most compelling member offers will be selected to feature editorially in the Cairns Post.

Key Metrics: The campaign has the potential to reach 400,000 Australians, primarily in regional Queensland which could generate up to 4,800 leads for our members in the region. It will attract visitors into our region for Easter and the April school holidays and beyond as outbound travel slows. This is an opportunity for operators to work with TTNQ and Cairns Post to boost visitation at a crucial time for our industry.

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Nurturing Our Nature with Business Events Campaign

February 2020 – Current (on hold)

Summary: Five Cairns hotels have committed to donating $5 per delegate to local environmental and wildlife causes for business events booked at their venues during 2020. The program is part of larger effort to nurture and preserve the natural environment on which the local business events sector is built on.

Partners: Hilton Cairns, Pullman Cairns International, Shangrila Hotel The Marina Cairns, Pullman Reef Hotel Casino, Riley A Crystalbrook Collection Resort, Citizens of the Great Barrier Reef, Cairns Turtle Rehabilitation Centre, Tropical Animal Rehabilitation Centre, North Queensland Wildlife Trust

Assets Created: Campaign landing page, email signature banner ad, display ad, media release

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Major & Regional Events ‘What’s On’ Campaign

March 2020 – Current (on hold)

Summary: Each month, three to four major and regional events will be showcased in a 30sec video published on our consumer social channels in a sponsored campaign.

Partners: Various major and regional events

Assets Created: Monthly 30sec highlight reel

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Inspiration/Dream Greater Campaign

May – June 2020

Summary: Using captivating digital content focused on reef, rainforest and drive, this campaign will inspire regional Queenslanders so that TNQ is top of mind when restrictions ease. Sponsored content including a travel article and videos will feature on escape.com.au, supported by a digital media featuring link adds and video content, directed back to our consumer website. It will also gather consumers who have engaged with the content into a separate pool for retargeting as we move into the Recovery phase. 

Partners: escape.com.au

Assets Created: 30, 15 and 6 sec destination video content plus social media ads

Key Metrics: The campaign will measure page views, impressions and social reach

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Backyard Tourist

May – June 2020

Summary: Over six weeks, we will be sharing stories of what makes our destination special and what experiences a local has in Cairns & Great Barrier Reef. Feature articles will published in the Cairns Post, the Tablelander, the Port Douglas Gazette, the Innisfail Advocate, and cairnspost.com.au. As restrictions ease, it will be published in the Townsville Bulletin, Herbert River Express and Burdekin Advocate and then link to our campaign in South East Queensland through June and July.

Partners: News Corp

Assets Created: Dedicated webpage, feature news articles and accompanying images, digital strip and display ads

Let’s Grab Our Thongs Campaign

May 2018 – May 2020 (finished early due to COVID-19)

Summary: Let’s Grab Our Thongs targets Japanese visitors by working with Japanese trade partners. The campaign consists of educationals, training seminars, online and offline advertisements, retail outlets displays, consumer events and other campaign activities using new and existing C&GBR itineraries. The promotion was a success, however some activities were placed on hold due to COVID-19.

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