Early numbers from Townsville Enterprise’s latest tourism campaign, Nah Mate… This is Townsville North Queensland, indicate the campaign is performing well with its intended target market of South East Queensland, New South Wales and Victoria.
Nah Mate… This is Townsville North Queensland launched three weeks ago and is already outperforming campaign targets.
Townsville Enterprise Director of Visitor Economy and Marketing Director Lisa Woolfe said although it is early days, the campaign has contributed to an uplift in destination sentiment, website visitation, and awareness.
“Since the campaign launched, destination sentiment is up ranking nine points higher than the Queensland average and nine points higher compared to the same period last year. Sentiment means people talking positively about our destination through reviews and online conversations,” Mrs Woolfe said.
“Visitation to our Townsville North Queensland destination website has also increased 66% from this period last year and Google searches are up almost 40% meaning awareness of our region is growing as a direct result of this campaign.”
“We know this is one of our most talked about campaigns locally, but the numbers speak for themselves. The campaign creative featuring our world-class natural experiences and our ambassadors Johnathan Thurston and Izzy Bee is resonating in these markets.”
“The Townsville North Queensland Facebook page reach has increased 126% since the campaign launch with our paid social activity targeting potential holidaymakers in Brisbane, Sydney, and Melbourne.”
“The television commercial featuring Johnathan Thurston aired during the NRL finals period and was viewed by more than three million viewers. It is important to remember that the campaign is not a tagline, it’s the imagery, the audio and the video that tell the complete story. This is why it has been so successful so quickly.”
The Nah Mate… This is Townsville North Queensland campaign will continue until the end of the calendar year.
