Campaign set to leverage huge regional events calendar

14th March 2024

As Townsville North Queensland gears up to host international mega popstar P!nk next week, which also launches the major events calendar for 2024, Townsville Enterprise is inviting visitors to get their ticket to unexpected with their latest destination campaign.  

Cementing the region as the events capital of the North, the campaign aims to build awareness of the destination through major events and encourage an increased length of stay and spend through holiday attractions and experiences in Townsville North Queensland. 

Leveraging the awareness growth from last year’s destination brand launch - “Up for Unexpected” - this digital-led campaign seeks to captivate audiences by highlighting the diverse and exciting array of events planned for the year ahead and continue to leverage our distinct surprise and delight factor. 

Townsville Enterprise Director Visitor Economy and Marketing Lisa Woolfe is thrilled to unveil this latest destination campaign, which launches the biggest events calendar Townsville North Queensland has ever seen. 

“With global superstar P!nk coming to Townsville and attracting almost 20,000 out of region visitors per night, there is no better time to launch a campaign which highlights the strength of this region to deliver exceptional event experiences, but also entice our curious explorers to stay on longer to discover the unexpected,” Ms Woolfe said. 

“From recent research, we know events are a huge drawcard to stimulate visitation, and with our line-up of events, this is quickly becoming a differentiator for us as a North Queensland destination.” 

“Our focus is always about increasing length of stay and increased spend from our visitors, and this is what we are seeing from recent data, that the average holiday in Townsville North Queensland is 4.1 nights, up on previous years contributing to a record number of holiday nights for our region. Our campaign will continue to build on this growth.” 

To generate market awareness and ultimately bookings for the industry, the campaign will strategically target key aviation markets, including Brisbane, Sydney, and Melbourne, and the regional drive market.  

Reaching audiences far and wide, the campaign is expected to reach millions of Australians, to spark curiosity and inspire travellers to explore the wonders that Townsville North Queensland has to offer. 

Ms Woolfe extends gratitude to campaign partners within the region, emphasising the importance of collaboration.  

"A big thanks to Sealink, The Ville Resort, ARDO, Queensland Museum Tropics, North Australian Festival of Arts and Pilgrim Magnetic Island for their invaluable contributions to our campaign efforts this year.” 

Queensland Museum Tropics Programming and Engagement Manager, Bridget Wall says they’re excited to highlight the amazing events and experiences on offer this year in our region. 

“We hope to see lots of new faces visiting the museum and the opportunity to share our exhibitions and collections. The museum provides a wonderful place for visitors to connect with each other and the Queensland story and to enjoy interactive and immersive exhibitions such as Brickman Cities: Build the Future by Ryan ‘Brickman’ McNaught, on until 27 October.” 

The Ville and ARDO CEO Michael Jones said that the properties were excited to be part of the campaign, leveraging stellar 2024 event calendar.  

“We opened Ardo knowing there was a demand for luxury accommodation as North Queensland has so many great attractions from the Great Barrier Reef, to our rainforests, tropical islands and thriving metropolitan hub,” Mr Jones said. 

“We’ve already had feedback that Ardo is a great base to get out and explore North Queensland and visitors are really enjoying Ardo’s picturesque location next to the Coral Sea as well as the rooftop pool and brand-new restaurants. We’re expecting even more guests from around Australia coming for events like P!nk which are the perfect opportunity to encourage visitors to stay a little longer and explore North Queensland.” 

To find more about the campaign, visit or the live campaign page at  

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