To support operators and drive visitation over the 2021 pre-summer period Southern Queensland Country Tourism developed a nature-based campaign with messaging in line with current consumer sentiment research as provided by Tourism Australia and other industry leaders.
Southern Queensland Country Tourism’s marketing efforts throughout this campaign were digital-focused, with a content marketing strategy aiming to increase spend during low season and fill visitation gaps. SQCT's planned advertising campaign was designed to influence movement around the entire region, and encourage revisitation by inspiring visitors to discover a new natural experience next time they visit.
The campaign which was launched in early October targeted travellers who were looking for safe, sustainable, eat and drink, and outdoor experiences. With nature being a unifying theme across our region, we leveraged off these reasons to travel and partnered with 5 of our 6 local Council’s to deliver one of our most successful digital campaigns ever. We’ve outlined the highlights below.
We’ve also outlined the campaign highlights below: