Tourism and Events Queensland
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 We generated an overflow of destination editorial moments that challenged outdated perceptions of the region and tapped into ambassadors to deliver stunning visuals that propelled visitation.