‘Wel­come back’ a suc­cess Part­ners send a mes­sage

Bill­boards the key to vis­i­ta­tion

Whitsunday Times - - NEWS - AL GRUNDY Tourism Whit­sun­days chair­man Ja­cob Wil­son ja­cob.wil­son@whit­sun­day­times.com.au

THE Whit­sun­days re­cov­ery mar­ket­ing has been in full swing, start­ing with the ‘Wel­come Back’ cam­paign on White­haven Beach, or­gan­ised by Tourism and Events Queens­land (TEQ) and Tourism Whit­sun­days (TW).

This has gen­er­ated more than $500,000 in cov­er­age, in­clud­ing six crosses on Ch7’s Sun­rise.

Print me­dia chan­nels in­cluded the Courier Mail and the front page of the Whit­sun­day Times, and on­line cov­er­age in­cluded News Corp syn­di­ca­tion with the Daily Tele­graph, news.com.au and es­cape.com.au, as well as 9news.com.au.

This was fol­lowed by Ch7’s Sun­rise break­fast pro­gram broad­cast live from Air­lie Beach, last Fri­day.

The Sun­rise broad­cast was about com­mu­ni­cat­ing that we are still a great des­ti­na­tion.

It was about putting our best foot for­ward and show­ing we are wel­come to vis­i­tors.

TW and TEQ have worked on a raft of mar­ket­ing cam­paigns aimed at po­si­tion­ing the Whit­sun­days as a hol­i­day des­ti­na­tion.

Mar­ket­ing cam­paigns are also planned in con­junc­tion with in­dus­try part­ners in­clud­ing Tig­erair, Jet­star, Flight Cen­tre, In­fin­ity, Es­cape Travel, Qan­tas Hol­i­days and Vir­gin Aus­tralia. TW also has a mar­ket­ing cam­paign cur­rently run­ning in Ger­many and the UK.

With Fed­eral and State fund­ing, a Tourism In­vest­ment In­fra­struc­ture Group has been set up to pri­ori­tise and man­age projects, such as ex­pan­sion of walks and look­out points around the is­lands. PART­NER­SHIPS are what makes all the dif­fer­ence.

This is certainly the case when it comes to get­ting the mes­sage out that the Whit­sun­days is still par­adise.

And Par­adise Out­door Ad­ver­tis­ing has ap­proached Tourism Whit­sun­days, of­fer­ing three free bill­boards with the mes­sage “We are open for busi­ness”.

The bill­boards – lo­cated 15km south of Proser­pine, 1km south of Bowen and 9km west of Air­lie Beach in Mt Mar­low – are de­signed to en­cour­age mo­torists to turn off the high­way for a beau­ti­ful Whit­sun­day de­tour.

Par­adise Out­door Ad­ver­tis­ing busi­ness de­vel­op­ment rep­re­sen­ta­tive Paul Beard­more said their ob­jec­tive was sim­ple.

“The best way to hit the drive mar­ket is to put a sign in front of them,” he said.

“This is a re­gion we are pas­sion­ate about, this is where we started so we wanted to help get the re­gion up and run­ning again.”

Tourism Whit­sun­days chief ex­ec­u­tive Craig Turner said Par­adise Out­door Ad­ver­tis­ing’s sup­port would be a ben­e­fit to the re­gion.

“Through this whole event what has struck me has been the for­ti­tude of re­la­tion­ships and the sup­port of peo­ple in busi­ness,” he said.

“Par­adise Out­door Ad­ver­tis­ing are great sup­port­ers of in­dus­try in the Whit­sun­days and great sup­port­ers of Tourism Whit­sun­days.

“We didn’t ask them to do this, they came (to us) and said can we do this for you and it’s amaz­ing.”

Mr Turner said Tourism Whit­sun­days was ac­tively seek­ing short and long-term strate­gies to keep at­tract­ing peo­ple to the re­gion.

“In the short term we are look­ing at get­ting vis­i­ta­tion up and be­yond that we have cam­paigns in mar­ket with Tig­erair right now, Jet­star in June and cam­paigns with Flight Cen­tre right now as well and then we have a Euro­pean Ger­man cam­paign tar­get­ing long-term travellers,” he said.


OPEN FOR BUSI­NESS: Tourism Whit­sun­days chief ex­ec­u­tive Craig Turner with Par­adise Out­door Ad­ver­tis­ing busi­ness de­vel­op­ment rep­re­sen­ta­tive Paul Beard­more.

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