Tourism and Events Queensland

Inspiring Adventure to North West Queensland
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Jason Charles-Hill /Tourism and Events Queensland

The opportunity

Beyond the grey nomad market, consideration of North West Queensland as a tourist destination was low, especially with families and young couples. Coupled with a global pandemic and existing hesitancy from Australians to travel domestically, the destination required a spark to elevate awareness of the region, inspire drive market visitation and build the destination content marketing library.

The clever idea

Put simply, get people moving. Create hype and drive visitation to North West Queensland via an always-on press office and a curated influencer program that shone a light on the beauty in our own backyard. We generated an overflow of destination editorial moments that challenged outdated perceptions of the region and tapped into ambassadors to deliver stunning visuals that propelled visitation.

The results

830+ proactive earned media and social media hits across target publications and audiences from July 2020 - November 2021.

237,633,544 reach across target publications and audiences from July 2020 - November 2021.

Negotiated a five-day famil with travel and lifestyle content creators, Narelle Bouveng, Sammie O’Brien and Tessa Boersma to Outback By The Sea Festival, generating two double page spreads in Escape and significant social media coverage with strong visitation messaging.

Negotiated two nine-day famils with high-tier travel and lifestyle content creators, Narelle Bouveng, Emilie Ristevski and Jason Charles-Hill across North West Queensland, generating 15 high-resolution images for destination content marketing library, extensive social media coverage and a twelve-page spread in Australian Geographic.

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