Money to mar­ket re­birth of Air­lie Beach

Whitsunday Times - - LOCAL NEWS -

TOURISM and Events Queens­land (TEQ) and Whit­sun­days Mar­ket­ing and De­vel­op­ment Limited (WMDL) are both about to em­bark on mar­ket­ing cam­paigns specif­i­cally push­ing the re­birth of Air­lie Beach.

WMDL has re­ceived State Govern­ment fund­ing via the RTO Con­testable Grant Pro­gram for a se­ries of ac­tiv­i­ties to pro­mote Air­lie Beach in 2013-14.

WMDL CEO Da­nial Rochford said the or­gan­i­sa­tion had a to­tal mar­ket spend of about $240,000, which would be used to boost Air­lie Beach fol­low­ing the main street re-de­vel­op­ment.

“This fund­ing is al­low­ing us to gather many of Aus­tralia’s lead­ing travel writ­ers to Air­lie Beach [and make] a ma­jor cam­paign push into our re­gional mar­kets – with a par­tic­u­lar fo­cus on Townsville, as well as sup­port to­wards mar­ket­ing some of our key events,” he said.

In ad­di­tion to this, TEQ will be launch­ing its own suite of ini­tia­tives with the aim of repo­si­tion­ing Air­lie Beach from a back­packer haven to a town that has “grown up”.

TEQ Mackay/Whit­sun­days di­rec­tor Racheal Kl­itscher said the cam­paign would in­volve look­ing at the ‘then and now’ of the town and bring­ing back the rev­ellers of the ‘80s and ‘90s to en­joy the mod­ern-day Air­lie Beach.

“With the re­cent Air­lie Beach main street over­haul and some ex­cit­ing new de­vel­op­ments and ac­tiv­i­ties avail­able for main­land visi­tors, there’s never been a bet­ter time to show­case the changes and put Air­lie Beach back on the radar,” she said.

Ms Kl­itscher said dur­ing Oc­to­ber and Novem­ber TEQ would run a dig­i­tal cam­paign, host blog­ger fa­mil­iari­sa­tions and pitch to key me­dia out­lets.

The or­gan­i­sa­tion is also look­ing to source pho­tos and sto­ries of travellers en­joy­ing the town in days gone by for the chance to win an Air­lie Beach Hol­i­day.

Then-and-now pho­tos can be emailed to ce­leste.mitchell@queens­land.com.

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