Niche Market Campaigns

Drive TNQ Campaign

Dates: July – September 2021

Summary: The Drive Market will continue to be vital to Tropical North Queensland moving well into and past 2022. Self drive visitors to the TNQ region are essential in continuing to facilitating regional dispersal and access the many and varied experiences whilst further elevating and expanding our drive offerings working in partnership with LTOs, media and industry.

Following on from our May/June 21 TNQ Drive campaign activity, TTNQ will lead a drive campaign to increase reach and engagement of TNQ Drive platforms to achieve awareness and conversion, whilst applying learnings and retargeting from previous campaigns. The campaign highlights the range of drive itineraries (Mini Road Trips) within the region, also including video. This campaign is also looking to expanding into the fly/drive market (depending on COVID restrictions) to look to influence the market in their consideration and planning stages to travel to TNQ.

Target Market: HVT Road Trip Enthusiasts, in Intrastate (SEQ), Interstate (Sydney, Melbourne, Newcastle) overlaid with key Helix Personas

Partners: Media- IMATE, social media influencers/content creators, SCA/TripleM Radio(Apollo Campers & Experience Co.), NINE/Good Weekend

Channel approach: Social Media – Facebook & Instagram, Native Display, YouTube, Audio, Out-of-Home (OOH), Print, SEM

Key Performance Indicators: AVE, reach/engagement (CTR), video views and conversion (Drive Itineraries & Operator Referrals).

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Eco-Luxury “Nurture Great Leave Greater”

Dates: August – October 2021

Summary: Key findings from the previous Eco-Luxury campaign delivered April- June 2021, showed high engagement rates amongst the target audience. Native content and print played key roles in building awareness, encouraging consideration for visiting Tropical North Queensland and exploring luxury and ecotourism experiences available in the region. Digital display ads targeting affluent travellers also significantly exceeded benchmarks. The results also showed us that although the channel approach, media partners, target market and messaging was more focused on ‘eco’ and ’sustainability’, the audience also showed great interested in luxury experiences.

Building on these results, this campaign will place a stronger emphasis on luxury experiences in Tropical North Queensland that have clear sustainability messages, eco-accreditation, and strong cultural connections that will appeal to the luxury travel market which would normally seek these experiences overseas. The creative role will be to educate about these luxury experiences in region, and entice visitors to consciously seek out luxury experiences that are making positive contributions to the environment, local culture, and fostering a sense of connection to this remarkable place – to Nurture Great Leave Greater.

Target Market: Primary target audience of high value luxury traveller with high disposable income ($150+) in metro SYD/MEL, with an overlay of key Helix Personas

Partners: Media – IMATE, The Australian, Qantas Magazine, Travel & Luxury, National Geographic, Newscorp, Signature Luxury Travel & style, Pinstripe Media.

Channel Approach: Focus on premium environments to build awareness & consideration fo Eco-luxury in Tropical North Queensland via Press, Digital – display, native and editorial, SEM, influencers and social media – Facebook & Instagram

Key Performance Indicators: AVE, impressions/reach and engagement

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Drive TNQ Queensland

Dates: 10 May – 20 June 2021

Summary: The Drive Market continues to be vital to Tropical North Queensland, especially until international travel resumes globally. Self-drive visitors to the TNQ region are vital in facilitating regional dispersal and access to the many and varied experiences and part of TTNQ’s drive strategy is to further elevate and expand our drive offerings in partnership with our LTOs, media, and industry.

Following on from our 2020 Drive North Queensland campaign activity, TTNQ will lead a drive campaign to build and develop drive itineraries, stories, and destination content with the aim to succeed in raising our reach and engagement of relevant platforms, as well as achieving strong call to action and conversion as part of the campaign.

Target Market: HVT audience in regional QLD (Townsville south) and SEQ, overlaid with key Helix Personas

Partners: Media – IMATE, social media influencers/content creators, Australian Geographic, ATP, WIN TV

Channel Approach: Social media – Facebook & Instagram, TV, Out-Of-Home (OOH), Digital – display and native tiles, SEM, and press – editorial

Key Performance Indicators: AVE, reach, engagement (CTR) and conversion (operator referrals)

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Drive North Queensland – Broader Joint RTO Campaign

Dates: 23 April – 06 June 2021

Background: The Drive Market continues to be vital to the success of our collective regions in 2021 and until international travel resumes globally. The long-haul drive market, which visit many regions on their journeys has very specific needs, needs that the Drive North Queensland partnership helps to meet. Part of TTNQs domestic market strategy from the ongoing and devastating effects of Covid19 to the industry is a stronger focus on the long-haul drive market in partnership with the OQTA, Mackay Tourism, Tourism Whitsundays, Townville Enterprise, and TTNQ.

The aim of the partnership is to elevate and expand the brand Drive North Queensland in partnership with RTO’s, LTO’s, media and industry to increase our collective region’s share of the national drive market as it grows in importance and choice in 2021 and beyond.

Target Market: HVT audience within SEQ/NSW/VIC

Partners: Media – IMATE, Caravan and Camping Trade Show

Channel Approach: Social media – Facebook & Instagram, print – Drive North Queensland map (ATP) and SEM

Key Performance Indicators: Reach/impressions, engagement (CTR), consideration (dwell time), conversion (RTO referral)

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Adventure Great

Dates: 7 February – 31 March 2021

Summary: Tropical North Queensland boasts a high concentration of adventure experiences due to the unique combination of natural environments located side-by-side, coupled with mild temperatures which can be experienced all year. This campaign aims to capture the interest of Australians who seek out all levels of adventure activities, from soft adventure to those who plan their holidays based on the ‘type’ of adventure and are therefore more familiar with the environmental conditions which they may encounter when travelling to seek out their adventure. Increasing awareness of adventure activities and experiences that are available in the region, particularly during the shoulder season between January – April, strengthening the idea that Cairns & Great Barrier Reef is the best destination for adventure in Australia, is a key objective of the campaign.

Target Market: Intrastate – SEQ/MEL/SYD/ADL HVT young couples interested in adrenalin-based experiences and active families, overlaid with key Helix Persona targeting.

Partners: Media – IMATE, social media influencer/content creator @jamesvodicka and Scuba Diver Magazine.

Channel Approach: Social media – Facebook & Instagram, influencers, digital – native tile, display, editorial, and eDMs, and print publications

Key Performance Indicators: AVE, engagement, consideration (dwell time), and conversion (operator referrals)

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Eco-Lux “Nurture Great”

Dates: 21 March – 30 June 2021

Summary: Tropical North Queensland is the only place on earth where two globally significant, natural World heritage sites occur side-by-side (The Great Barrier Reef and Wet Tropics rainforest). In Tropical North Queensland there are over 100 ecotourism businesses with varying levels of eco-accreditation, and it is the only region in Australia that holds the Ecotourism – Nature Destination status. Over the past decade, there has been an increased demand for ecotourism experiences globally, leading these tourists to seek out destinations that are often remote and often highly curated, exclusive experiences. Cairns & Great Barrier Reef is well-positioned to meet the demand of these eco-lux travellers with a wide variety of exclusive products and unique experiences suited to meet their needs. A challenge that Tropical North Queensland faces is that domestic visitors are not aware of the environmental and cultural significance which exists here, and how all of their complex interactions have shaped the development of tourism, driving world leading sustainable practices and globally desirable tourism experiences.

Primary role of the campaign is to drive awareness then consideration of eco-luxury experiences in TNQ amongst the niche, luxury travel market that would normally go overseas. The creative role will be to educate and entice visitors to take one extra step and make the conscious decision to actively seek out experiences that make a positive contribution to the environment, local culture and their own personal health and wellbeing – to Nurture Great Leave Greater.

Target Market: Primary target audience of families, empty nesters, and couples with high disposable income ($150+) in SYD/MEL/BNE, with a secondary focus on geo-targeting ADL/PER. Target audiences will be further filter by overlaying key Helix Personas within the Leading Lifestyle community.

Partners: Media – IMATE, social media influencer – @rachael_finch, The Australian, Signature Luxury Travel & Style, Escape, Gourmet Traveller and NewsCorp. Retail – Abercrombie & Kent

Channel Approach: Press, Digital – display, native and editorial, SEM, influencers and social media – Facebook & Instagram

Key Performance Indicators: AVE, impressions/reach and engagement

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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.

Please note – this workshop is available for Partner of Tourism level members and above.

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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

Visiting Friends & Relatives Campaign

March – May 2020 (Cancelled due to COVID-19)

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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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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