Across the next two weeks, #epic images of regional Queensland will be beamed across social media as digital influencers travel from Cairns to Bundaberg highlighting their experiences in each region as they ‘Drive the Great Barrier Reef’.
The initiative is a collaboration led by Townsville Enterprise, with four other Regional Tourism Organisations (RTOs), Tourism and Events Queensland and Apollo Motorhomes, to promote the driving routes, itineraries, tourism products and unique experiences along the Great Barrier Reef.
It’s the first campaign of its kind where the tourism bodies representing Cairns, Townsville, Whitsundays, Mackay and Bundaberg have partnered to showcase the regions that the Great Barrier Reef encompasses along the Queensland coastline. The aim of the partnership is to extend visitor dispersal along the Great Barrier Reef, increase length of stay and visitor expenditure, and further leverage campaign activity being undertaken by Tourism Australia and Tourism and Events Queensland.
The influencers are following an extensive itinerary, as they travel in style in Apollo camper vans, including a variety of world-class experiences both on the coast and inland, with the purpose of showcasing the five regions through their significant social media followings. The new photographic content will also be used for future marketing campaigns by the RTOs to further promote their respective region.
After visiting Palm Cove in Cairns, Port Douglas, Mossman Gorge, and Dunk Island off Mission Beach, while in the Townsville North Queensland region, the influencers will capture their experiences at Paronella Park, Wallaman Falls and sailing and snorkelling Magnetic Island.
Townsville Enterprise Tourism & Events – Director, Bridget Woods said that all partners collectively acknowledged a disparity in the promotion of the Great Barrier Reef.
“We identified a critical gap in the marketing of the Great Barrier Reef and recognised an opportunity to work together to promote this major tourism asset,” said Ms Woods.
“Shining the spotlight on Great Barrier Reef tourism was only made possible by the combined efforts of all the partners.
“A collaborative approach was the only way to ensure the success of this project and shows just what can be achieved for our industry when we pool our knowledge and resources”.
“Social media forms a major component of our marketing activities, and by showcasing our destinations to audiences all over the world, through the eyes of these influencers, it provides an authentic representation of the regions to potential visitors”.
The activity is off the back of the release of ‘The Ultimate Guide to Driving the Great Barrier Reef’, a state wide project led by Townsville Enterprise, producing a new brochure for road travellers, printed in five different languages.
Considering 1.3 million people tour Queensland by road annually, a brochure like the Ultimate Guide to Driving the Great Barrier Reef is relevant to provide new ways for travellers to experience this popular driving route.