- 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.
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:
- [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
- [GROWTH] Leisure + Event Traveller
- [GROWTH] Business + Working Holidaymaker
- [SUSTAIN] Visiting Friends and Relatives
Lifestyle stage: (across both SUSTAIN and GROWTH segments)
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.