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Latest destination tourism campaign

We know a thing or two about doing Summer right in the North. From wild swimming, refreshing drinks and waterfall season among cool rainforests, our latest campaign is all about increasing awareness of the destination and showcasing the holiday experience on offer during the December - February season.

Key objectives:

  • Increase awareness of Townsville North Queensland as a holiday destination. Benchmarked against pre- and post-brand uplift studies, and competitor analysis (within Queensland).
  • Achieve growth in operator listings on townsvillenorthqueensland.com.au as a lead generation mechanic.
  • Accelerate consumers through the conversion funnel, focusing primarily on awareness and consideration, but enabling conversion through bookable products and a trade distribution plan.

Key markets:

As identified in the recent brand research, the target audience most attuned to visiting Townsville North Queensland, is the Curious Explorer market. This audience has been defined using sophisticated targeting data through Roy Morgan Helix Personas, split into SUSTAIN and GROWTH markets and further grouped using the following targeting techniques:

Geographically:

  • [SUSTAIN + GROWTH] Queenslanders (Regional Drive Market [Cairns-Mackay], South-East Queensland – Brisbane, Gold Coast, Toowoomba, Sunshine Coast, Rockhampton)
  • [GROWTH] Sydney and surrounds, New South Wales
  • [GROWTH] Melbourne and surrounds, Victoria
  • [GROWTH] Adelaide, South Australia

Traveller type:

  • [GROWTH] Leisure + Event Traveller
  • [GROWTH] Business + Working Holidaymaker
  • [SUSTAIN] Visiting Friends and Relatives 

Lifestyle stage: (across both SUSTAIN and GROWTH segments)

  • Couples
  • Families
  • Solo

Persona type:

To define our segments further, we've identified key Helix Persona Communities and Personas which help to understand a consumer by their values, average income, media preferences and more.

Campaign partners

We're working with leaders in the industry to help share our story to an extended audience across Australia.

Trade partner

For this campaign we have partnered up with Travello to offer holiday discounts across their suite of tours and experiences. When visitors purchase their holiday through Travello, they'll save up to $50 OFF by using the dedicated Townsville Enterprise code.

VIEW

Content partner

Delivering bespoke curated content to new audiences is a key strategy in increasing awareness for the Townsville North Queensland region. As part of this partnership, Australian Traveller have developed new native content which has been shared across their print and digital channels to travel-ready consumers across Australia. 

READ

Content partner

Delivering bespoke curated content to new audiences is a key strategy in increasing awareness for the Townsville North Queensland region. As part of this partnership, Out and About with Kids have developed new native content which has been shared across their digital channels to travel-ready families across Australia. 

READ

Get involved

Share the ultimate Summer experience in the North with your database by downloading campaign assets and sharing them across your accounts. This could be the campaign assets themselves, or finding ways to showcase your business' Summer offer in a more personalised way. Here are some resources you're welcome to use:

DOWNLOAD ASSETS

BRAND GUIDELINES

COOPERATIVE PAID MARKETING

Tourism & Events

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