What is the 'Ticket to unexpected' campaign 

Townsville North Queensland is set to host the biggest events calendar ever witnessed in the region, and our title as events capital of the North is becoming a unique selling point for the destination – qualified by recent destination brand and major events strategy research, and complimenting the recently completed  research.  

Leveraging the built awareness from the brand launch in February 2023, the latest marketing campaign titled - Ticket to unexpected, aims to drive awareness of the destination using the major event calendar as a hook to extend length of stay.  

SEE THE CAMPAIGN LIVE

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.

For this campaign, the key target markets include the following audiences:

Geographically:

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

Traveller type:

  • Primary - Leisure + Event Traveller 
  • Secondary - Visiting Friends and Relatives  

Lifestyle stage: (across both SUSTAIN and GROWTH segments) 

  • Couples 
  • Families 
  • Solo 

This campaign is multi-staged to focus on building awareness, and moving consumers and travel intenders to book their next holiday in Townsville North Queensland.

  • Increase length of stay for people coming to the region for major events
  • Increase search of key terms throughout the campaign period 
  • Increase web traffic to townsvillenorthqueensland.com.au
  • Generate clicks to townsvillenorthqueensland.com.au 
  • Increase social media followers 
  • Increase bookings via townsvillenorthqueensland.com.au  

Audiences from across our geographic target markets will see marketing activity across a range of traditional and digital channels, including:

  • Meta - Facebook and Instagram 
  • Programmatic Video - Catch up tv and In-Article videos 
  • Rich Media - Truskin via Newscorp
  • Print
  • Out of Home (Billboards)
  • Content partners - We Are Explorers
  • Conversion partners - Bonza, Jetstar, Webjet and Ignite Travel
Campaign partners

For this campaign, we're pleased to be working with local industry partners to build a strong picture of the activities and accommodation offerings available in Townsville North Queensland. Our campaign partners - Sealink, The Ville Resort, Pilgrim Magnetic Island, North Australian Festival of Arts and Queensland Museum Tropics, will feature throughout the campaign, and be listed as featured products on townsvillenorthqueensland.com.au for the duration of the campaign. We would like to thank them for their support of this campaign, and for helping us to further extend the reach of our campaign activity to share the surprise and delights of our slice of paradise.

Example marketing assets

Industry partners

Content partner

Townsville Enterprise is working with national adventure content creators - We Are Explorers - to create an initial suite of native content articles to showcase the adventurous holiday options available in Townsville North Queensland. Delivered under the brand of 'Up for Unexpected' the content includes three detailed blogs, which will be shared via EDM and social media to their engaged curious explorer audience.

The numbers:

  • 95% Australian audience
  • 180,000+ social followers
  • 350,000+ unique site users/month
  • 5M total average social reach/month
  • 100,000+ email subscribers
Tactical campaign partners

How to get involved?

Share Assets

Be part of the campaign by sharing content across your channels, and use campaign assets. 
Make sure you use the following hashtags:

  • #townsvillenorthqueensland
  • #upforunexpected
  • Instagram: @townsvillenorthqueensland
  • Facebook: @VisitTownsvilleNorthQueensland

Australian Tourism Data Warehouse (ATDW)

Ensure your business details and tour/accommodation products are updated and ready on ATDW. If you have any deals on sale, be sure to add these to your listing to increase your visibility across Queensland.com

Eventify Portal 

Upload creative ideas to leverage audiences attending major events. The newly developed Eventify portal is the central hub to capture business activations and share these with locals and visitors alike.

Campaign Buy in

Be part of Townsville Enterprise's always-on strategy, giving businesses the opportunity to leverage the web traffic being driven to townsvillenorthqueensland.com.au to drive real results:

  • Invest into advertising opportunities including, web banners, featured social media posts, EDM features, and featured deals online;
  • Instantly bookable holiday packages and products promoted and sold online (and through the Visitor Information Centre) to ensure visitors lock in their holiday plans and support local operators in the Townsville North Queensland region.

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