With intrastate travel ‘good to go’ and the tourism industry beginning to reopen its doors, Townsville Enterprise has launched a new marketing campaign to help revive the tourism sector these school holidays.
By leveraging the upcoming school holidays to drive visitation from the south-east as well as encouraging locals to holiday locally, the ‘These Moments Matter’ campaign aims to support the local tourism and hospitality industry following the impacts of COVID-19. The winter and school holiday period are traditionally the strongest for Townsville and North Queensland’s visitor numbers and a time of year the industry heavily relies upon, which is now more important than ever following months of business hibernation.
Campaign theme tactics:
- Resonate with families who have been locked down for months and are looking to reconnect and rediscover Townsville North Queensland (or discover if from out-of-town) , making lasting memories with family in a time where connection to loved ones has never been more important.
- Align with the ‘support local’ message, highlighting that now is the moment that matters in supporting the region’s operators and making the most of travel opportunities to reinvigorate the tourism and hospitality industry.
The ‘These Moments Matter’ campaign will run for three weeks across digital platforms, radio, print and outdoor advertising, and is designed to stimulate visitation in the lead up to school holidays and across the month of July. The campaign will be delivered across two main audience segments - the drive and fly market - in partnership with Jetstar and Townsville Airport, anticipated to drive thousands of visitors to the region.
Delivered in partnership with: