GREAT WAY FORWARD
Community urged to join drive to tell great stories
TOURISM EMBRACES BRAND:
CAIRNS and the Great Barrier Reef are at the forefront of the region’s new marketing strategy that was revealed in a campaign launch yesterday.
At Cairns Performing Arts Centre, 300 tourism operators and leaders gathered to hear Tourism Tropical North Queensland boss Mark Olsen spruik the new message which he predicted would translate into $50 million of additional spending in the tourism industry’s off-peak season this year.
Domestic travellers will be encouraged to travel to Cairns and the Great Barrier Reef to “see great, leave greater” in a series of social media and print ads with a television campaign to start in coming weeks.
“For 20 years we’ve started our story with Tourism TNQ and that hasn’t been clear enough,” Mr Olsen said.
“Where does the journey begin? It begins in Cairns and the Great Barrier Reef.
“What’s different about this campaign is it’s operator-led. We will amplify their stories through the media.”
Starting with $1.8m in funding from Cairns Regional Council and the Queensland Government, Mr Olsen admitted it was “a very meagre sum”, but would be used to generate $12.5m of advertising value and the $50m of additional expenditure.
“Cairns and the Great Barrier Reef is relaunching into the domestic market with a new message – you see great, you taste great, you breathe great and you leave even greater,” he said.
“Our friends down south need a break and this is the place to do just that.
“Cairns and the Great Barrier Reef is the starting point for some of the most epic journeys Australia has to offer.
“Cairns and the Great Barrier Reef offers guilt-free travel through initiatives like the Great Barrier Reef Marine Park Environmental Charge where visitors contribute towards the Reef’s conservation.
“Many of our operators invest in the World Heritage areas they work in through conservation projects and
Cairns and the Great Barrier Reef is home to the world’s first Eco Certified Destination, the Port Douglas and Daintree region.
“As local custodians, the tourism industry unlocks the stories behind our place so every visitor feels a deep connection and desire to give back.
“Our brand promise for every visitor to leave as a custodian taps into the mood of the country with Australians having a stronger desire to give back to nature and protect our Indigenous culture.
“The region’s iconic experiences of the Great Barrier Reef, the world’s oldest rainforest and everyday luxury – whether it’s enjoying tropical food or staying somewhere memorable – will be elevated through the branding.
“However, Cairns and Great Barrier Reef is not just about our much-loved reef and rainforest.
“This brand will allow us to speak with more confidence about our many experiences including the outback and indigenous culture.
“We need the whole community to come on board with this brand promise and will progressively partner with sectors like education and agriculture to bring the story of Cairns and Great Barrier Reef to life throughout the region.
“The key challenge for Cairns and Great Barrier Reef is getting our visitors to share our stories so we can dial up our online conversations.”