EACH Saturday the Weekend Australian newspaper is waiting on the front lawn before breakfast and recently it was very impressive to see included an insert Discover Paradise - 32 pages of good news about the Port Douglas Daintree area.
It was chock full of useful information to excite potential visitors and to help them plan a visit.
One feature that was very impressive was the display of Tourism Port Douglas Daintree’s website URL at an easily found location of the top of each page.
What was also impressive is that TPDD works to meet two simultaneous objectives very successfully - to enthuse visitors to come to your destination and to capture business for tourism businesses.
There are far too few regional destination marketing organisations around Australia which think they are only there to carry out the first objective.
Destination marketing is really more about objective two. If that is successful, objective one just happens.
What many people who reside in regional Australia do not realise is that in many instances visitor numbers are down because domestic destinations are nowhere near as active as they need to be in major markets like Melbourne, Sydney and Brisbane the main sources of most visitors for domestic tourism.
But the big challenge today is to achieve “top of mind” association for your destination with southern customers if they are going to be enthused enough to visit.
Everyone in Port Douglas would know about lovely holidays in Batemans Bay, perhaps the Great Ocean Road or perhaps a cruise to NZ on Princess Cruises.
Everyone in your area would know they are there and feel that one day they would like to visit such places.
But what gets most customers enthused and decide to go now not some time in the future?
A message from Batemans Bay, Great Ocean Road or Princess Cruises that cuts through the din of competition for their very competitive market which sparks that desire to go.
Somehow the old days of private sector drive and professionalism need to come back and Tourism Queensland needs to go back into its supporting market to get us to holiday in our own backyard,” he said.
“It’s a matter of linking in with those images and levering off of Tourism Queensland’s websites, all industries should be in there making sure they imagery on the websites and are posting on the Tourism Australia Facebook site.
“We need to make sure our names Port Douglas and Daintree are up there continuously in those different excerpts, particularly Facebook - they have three-million fans.
“Nothing Like Australia has gone back to the iconic things with kangaroos, koalas and the Sydney Harbour Bridge and of course the GBR and rainforest are key things and that’s what Australia is renowned for.” role and leave it to the likes of TPDD to join with others in the region to build targeted marketing programs.
You have an advantage. You have a dormant and very favourable market disposition for your destination with many market sectors. Your collateral is excellent and your website is very well positioned to capture more business.
You have the Discover Paradise promotional piece, the TPDD website and the downloadable brochure which are all on target with exciting images and emotive text which is designed to excite the readers, not just promote the destination and provides good information for itinerary planning.
One of the traps so many in regional tourism fall into is they think they have to promote the product.
Modern marketers in every field will confirm that marketing is about selling the benefits customers want to buy.
In tourism that is experiences, enjoyment, adventure, romance, interesting activities, relaxation, fun and happy memories.
Your market communication methods address this need. Congratulations.