Don't Just Dream It, Drive It!


BT’s new consumer marketing campaign is inviting travellers to rediscover the thrill of the open road and immerse themselves in Bundaberg’s extraordinary coastal, hinterland, and reef experiences.

From reef to outback, foodie trails to coastal escapes – Bundaberg, Southern Great Barrier Reef is the next must-do road trip destination.

Designed for couples and young families, this campaign unveils a collection of carefully curated road trips that showcase the region’s most scenic drives, immersive experiences, and unforgettable short-stay escapes to drive leads to industry for the winter shoulder season.

Leveraging Tourism and Event’s Queensland’s ‘Too Great to Wait’ campaign driving investment into Drive Tourism markets, this campaign is set to capitalise on TEQ’s already warmed intrastate markets and capture the attention of eager travel intenders looking for their next great road trip, putting Bundaberg, Southern Great Barrier Reef in the spotlight.

Earlier this year BT partnered with TEQ to deliver a dedicated Pacific Coast Way Road Trip segment across Channel 7’s Sunrise as a major part of the initial campaign activation. Joining Visit Sunshine Coast, Fraser Coast and Gladstone region, this inclusion helped to set the scene for drive-focused storytelling during a key consideration period. Exposure from the weather cross coverage aimed to build interest of our stunning Southern Great Barrier Reef offering with Lady Musgrave Experience, ensuring the Bundaberg region shone brightly as one destination too great to wait for and setting the scene for this next phase of engagement.

Campaign Target Markets:

  • Geographic: Southeast Queensland and 400km+ drive radius from Bundaberg
  • Demographics: Couples aged 25-45, Gen X’s and young families

Campaign Timing:

  • 7th April – 19th May 2025 (6-Weeks)

Campaign Activity:

  • Newly curated road trip itineraries highlighting coastal, hinterland, culinary and reef experiences. You can check them out on the campaign landing page here!
  • 6-week Targeted Social Media Campaign
  • Targeted consumer EDM campaign reaching BT's database of 19,500+ active subscribers

Campaign Aim:
Building on the momentum of TEQ’s drive tourism push, this campaign targets high-intent travellers looking for an affordable, unforgettable road trip. By showcasing Bundaberg, Southern Great Barrier Reef’s scenic drives, immersive experiences, and short-stay escapes, the campaign aims to convert interest, driving leads to industry for the winter shoulder season.

How to get involved?

FOR INDUSTRY

  • Ensure your ATDW profile is up to date with the latest information and vibrant images!
  • Load a great deal in ATDW to promote your business across the campaign landing page, bunabergregion.org/deals, and Queensland.com (all free of charge!). You can have up to three deals loaded at a time and this is a great way to elevate your brand to drive greater outcomes!
    • Deal ‘in-market’ dates: Consider aligning to the campaign dates 7 April - 19 May 2025.
    • Looking for deal inspiration? Click here.
  • Share your tourism experience by posting to social media and using the #visitbundaberg hashtag and tag @visitbundaberg.
  • Got something worth shouting from the rooftop – get in touch! We’re always eager to share new inspiration about our region and your business with our networks.
  • Reshare our content! There's something for everyone.
    • Coastal Getaways: Where wide-open beaches, nostalgic family holidays, and laid-back vibes come together.
    • Foodie Road Trip: Local farm-gates, and Bundaberg’s iconic rum and brews take centre stage.
    • Outback Meets Reef: Drive through sandstone wilderness and rugged North Burnett landscapes before diving into the Southern Great Barrier Reef.
    • Nature Lovers’ Escape: Hikes, rock pools, and hidden wilderness gems waiting to be explored.

FOR COMMUNITY

  • Encourage your friends and family to come and visit - all of the campaign’s marketing collateral has been created for locals to share loud and proud!
  • Get out and about across the region and share your experiences across social media using the #visitbundaberg hashtag and tag @visitbundaberg.
  • Want to be known as the host with the most? Take advantage of the free Bundaberg Region Welcomes You program to flex your knowledge of our incredible backyard and elevate your hosting game!