Brand & Seasonal Campaigns

Escape Winter to the Tropics 2022

Dates: April – July 2022

Summary: The domestic market represents two thirds of annual visitation and dominates travel during the winter months, with international visitation highest over the summer months. 

With the onset of both domestic and international travel without restrictions, it is imperative that we are highly visible in the both markets to raise awareness of the breadth and diversity of our tropical winter experiences, in order to capture the audience that may be looking at competitor markets.

Target Market: HVT audience in NSW/VIC/QLD/SA, overlayed with key Helix Personas

Partners: Media – IMATE, The Living Room, 7Weekender, retail & member partnerships

Channel Approach: Out Of Home, social media – Facebook & Instagram, Digital, native, YouTube, TV partnerships, SEM.

Key Performance Indicators: AVE, reach, organic search growth, site traffic (clicks) and conversion (operator referrals & retail bookings)

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Summer Lives On 2022

Dates: 7 February – 30 March 2022

Summary: With international borders reopening in February 2022, the region is facing a significant shortfall in visitation over autumn, so it is vital that TTNQ continues to raise awareness with the domestic audience of our off-peak, tropical summer/autumn experiences. Leveraging off previous seasonal campaigns’ performance and learnings, the ‘Summer Lives On’ campaign aims to capture those who may once again be looking to travel to our competitor markets of Fiji, Bali and Thailand and offer them a similar tropical experience, but with the added safety of not having to leave the country, particularly for those who may still be a little hesitant or sceptical about overseas travel so soon after border openings.

Target market: Primary interstate markets SYD/MEL High Value Travellers (HVT), overlayed with key Helix Personas.

Partners: Media – IMATE, social media influencer Rachel Watts, Nine, Concrete Playground, Reel Destinations fishing show (Channel 9) Retail – Expedia, Qantas Hotels, My Queensland and Travello.

Channel Approach: Out-Of-Home (OOH) billboards, digital – native, SEM, editorial, social media & YouTube

Key Performance Indicators: AVE, reach/impressions, engagement and conversion (operator referrals & retail bookings).

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Cairns Unearthed

Dates: 27 November 2021

Summary: The inaugural Cairns Unearthed magazine appeared as a 56-page pull out in the Weekend Australian. 107k copies were distributed throughout Brisbane, Sydney and Melbourne targeting the domestic market for the traditionally low upcoming summer season and putting Tropical North Queensland at front of mind for travellers in these urban centres. The magazine featured the Cairns LGA area, with a specific focus on Trinity Beach and Palm Cove LTOs. Regions featured spanned from Palm Cove in the North, to the Southern Cairns and Babinda Region in the South. 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. Double page, full page and quarter page advertisements from members were also featured throughout the publication. Cairns Unearthed compliments the existing Port Douglas and Daintree destination magazine, Discover Paradise, managed by Tourism Port Douglas Daintree, which is distributed in the Weekend Australia annually in March.

Target Market: Sydney, Melbourne and Brisbane

Partners: NewsCorp

Channel Approach: Print via Weekend Australian

Key Performance Indicators: AVE, reach and awareness

Summer Great

Dates: 1 October 2021 – January 2022

Summary: The industry is facing its most challenging time since the start of the pandemic, with limited forward bookings, reduced visitor numbers and heading into our domestic low season; summer. Domestic interest in Cairns & GBR remains strong, with Cairns the 5th most searched destination for flights and the 6th most booked destination (Sep 2021). This is down from May and June when Cairns consistently held the #2 and #3 positions. TTNQ’s planned summer campaign aims to propel the destination back into the top #3.\r\n\r\nFollowing the success of the 2019-20 Summer campaign which generated over $20M in retail sales over five months. “Summer Great. Leave Greater” will continue to push summer in the tropics experiences and align with the Leave Greater branding under Cairns & Great Barrier Reef. The campaign will continue to grow awareness and consideration for summer in the tropics within the domestic market through share of voice and drive bookings/referrals for operators. Shifting perception from the negatives (too hot, sticky, dangerous, wet) and position TNQ as a summer holiday destination and ultimately, drive visitation and visitor spend to TNQ during November – March.

Target Market: National HVT audiences (particular focus on SEQ, NSW, VIC, SA), overlaid with key Helix Personas

Partners: Media – IMATE, Pepr, Bang, social media influencers/content creators, Weekender and Taste of Australia. Retail – Flight Centre, My Queensland

Channel Approach: Social media – Facebook & Instagram, native display, native editorial, YouTube, BVOD, TV – STV/FTA, print, SEM and PR

Key Performance Indicators: AVE, reach/engagement (CTR), video views and conversion (retail partners & operator referrals).

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Summer Lives On 2022

Dates: 7 February – 30 March 2022

Summary: With international borders reopening in February 2022, the region is facing a significant shortfall in visitation over autumn, so it is vital that TTNQ continues to raise awareness with the domestic audience of our off-peak, tropical summer/autumn experiences. Leveraging off previous seasonal campaigns’ performance and learnings, the ‘Summer Lives On’ campaign aims to capture those who may once again be looking to travel to our competitor markets of Fiji, Bali and Thailand and offer them a similar tropical experience, but with the added safety of not having to leave the country, particularly for those who may still be a little hesitant or sceptical about overseas travel so soon after border openings.

Target market: Primary interstate markets SYD/MEL High Value Travellers (HVT), overlayed with key Helix Personas.

Partners: Media – IMATE, social media influencer Rachel Watts, Nine, Concrete Playground, Reel Destinations fishing show (Channel 9) Retail – Expedia, Qantas Hotels, My Queensland and Travello.

Channel Approach: Out-Of-Home (OOH) billboards, digital – native, SEM, editorial, social media & YouTube

Key Performance Indicators: AVE, reach/impressions, engagement and conversion (operator referrals & retail bookings).

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Escape Winter to the Tropics

Dates: 11 April – 30 June 2021

Summary: TNQ relies heavily on the tourism economy, a $3.5B annual visitor contribution. The detrimental impact of COVID-19 in TNQ has caused an estimated loss of 2.2B in visitor spend by year-end March 2021 and has impacted over 11,700 tourism jobs. Whilst the winter months are traditionally the busiest time for the domestic market, currently there is a level of uncertainly around travel and risk of having to go into quarantine due to adhoc hotspot outbreaks. However, while these factors are out of our control, it is imperative that we are highly visible in the “cluttered” domestic market to ensure whatever opportunities are available to us are maximised and result in bookings/conversion for the region.

Target Market: HVT audience in NSW/VIC/QLD/SA/TAS and national STV, overlayed with key Helix Personas

Partners: Media – IMATE, social media influencers/content creators, We Are Explorers, Out & About with Kids, Signature Luxury – Holidays
with Kids. Retail – Ignite My Queensland and Luxury Escapes

Channel Approach: Out-Of-Home (OOH), TV – STV/FTA, BVOD, influencers, social media – Facebook & Instagram, Digital – native, YouTube, SEM and press – editorial.

Key Performance Indicators: AVE, reach, organic search growth, site traffic (clicks) and conversion (operator referrals & retail bookings)

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Summer Lives On

Dates: 16 February – 31 March 2021

Summary: The domestic market represents two-thirds of annual visitation and dominates travel during the winter months, with international visitation highest over the summer months. With international borders not opening until late 2021 at the earliest, the region is facing a major shortfall in visitation through summer and as we move into our autumn months. We have the opportunity to capture the audience who usually travel to our competitor markets of Fiji, Bali and Thailand and offer them the same sort of tropical experiences, but with the safety of not having to leave the country.

Target Market: Key interstate markets SYD/MEL High Value Travellers (HVT).

Partners: Media – IMATE media and social media influencers @haylsa and @kyle_hunter, Retail – Helloworld and Expedia

Channel approach: Out-Of-Home (OOH) billboards, digital – native, Spotify and YouTube, SEM, influencers and social media – Facebook and Instagram

Key Performance Indicators: AVE, reach/impressions, engagement and conversion (operator referrals & retail bookings).

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Summer in the Tropics

Dates: 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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See Great, Leave Greater Campaign

Dates: June – December 2020

Summary: 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; 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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Inspiration/Dream Greater Campaign

Dates: 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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