Comment by the Chair of the Tourism Strategic Advisory Group with Jeff Aquilina
Last week, we have launched into our planning for 15/16 with our first planning meeting with our international WMDL members. This week, we are in Brisbane to meet with Tourism and Events Queensland’s International Directors to discuss marketing priorities for our key international markets. We will use new research, learnings from previous activity and the insights from our local industry to determine the strategic direction of future international marketing activity for the Whitsundays.
We have also kicked off the ‘Closer Than You Think’ marketing campaign with a big road trip of 40 Townsville ambassadors to the Whitsundays last weekend. The road trip was extremely successful and we have already received fantastic feed- back from the participants. The campaign reminds Townsville residents that we are just down the road and is performing well with first bookings received over the weekend. Over the next couple of weeks, promotions will continue across print, radio, as well as through digital and social media channels to drive bookings for the Whitsundays via www.closerthanyouthink.com.au.
At the same time, the New Zealand winter campaign coordinated by Tourism Australia and Tourism and Events Queensland is encouraging Kiwis to escape their upcoming winter with a Queensland beach holiday. The Whitsundays has been a major part of this campaign with many stories and great offers with House of Travel published in the New Zealand Herald.