Townsville Enterprise’s most recent tourism campaign Nah Mate, This is Townsville North Queensland has ticked every box when it comes to generating positive association, changing perception and driving action.
SCA IQ undertook a brand uplift study on the campaign and the results have achieved over and above expectations.
Townsville Enterprise Director of Visitor Economy and Marketing, Lisa Woolfe said the study was done on audiences from Sydney, Melbourne, Brisbane and the Sunshine Coast to assess whether the campaign had achieved what it was set out to do in shifting perception and inspiring action in our key markets.
“The results of the study revealed the audiences who were exposed to the Nah Mate campaign were 68% more positive about Townsville North Queensland,” Mrs Woolfe said.
“61% took action with one in five people searching for a Townsville North Queensland holiday as a result of seeing our Nah Mate campaign.”
“Words like fun, reef, interesting and adventure were used to describe our region which has shifted from words like army, hot and humid which were coming through prior to the campaign launch.”
“27% of people are more likely to mention Townsville North Queensland as a holiday destination and 20% are more likely to now consider the region as a holiday destination.”
“We don’t have the same level of funding of the Queensland’s traditional tourist destinations like the Gold Coast, Sunshine Coast or Cairns, so these campaign results are outstanding for our region.”
“For every dollar invested into tourism through Townsville Enterprise generates $15 in visitor expenditure for the region.”
“Accommodation occupancy is up 10% from this time last year and leisure tourism is up 10% pre-Covid. We are recovering strong, but it is time to exceed these targets and grow our destination and this is what our latest campaign and new brand will do.”
The Nah Mate, This is Townsville North Queensland campaign paves the way for the new tourism brand launch in February 2023.
