Bundaberg’s summer marketing campaign is lighting up Brisbane as the warm weather heralds the start of the region’s peak tourism season.
The marketing campaign will drive visitation and bookings into the Bundaberg region, with families and adventure-seeking travellers across south-east Queensland being targeted to ensure they know that “the Reef begins in Bundaberg”.
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| Marketing Manager Ellie Tonkin with 8m high digital billboard on Kingsford Smith Dr, Brisbane |
Towering digital billboards up to 8m high are stunning peak-hour drivers throughout inner Brisbane with the vibrant blues, lush greens and iconic golds of the Southern Great Barrier Reef destination.
Exciting promotional partnerships with Urban List, Out and About With Kids, Queensland Rail and Trip Advisor, and an aggressive social media campaign will ensure potential visitors are connecting with the Bundaberg region as they plan their summer escapes.
The region will also be heavily featured across some of Australia’s top travel and media platforms thanks to the largest media famil series conducted in the Bundaberg region for many years, where journalists from Escape, Traveler, New Zealand Herald, Lonely Planet and the Courier Mail will visit to experience the wealth of new tourism products on offer in Bundaberg, including the Lady Musgrave HQ pontoon, Macadamias Australia’s new visitor experience and Orchard Table café and Splitters Farm, as well as Bundaberg Rum and Bundaberg Brewed Drinks and more.
Katherine Reid, Bundaberg Tourism CEO said, “Bundaberg is famous worldwide as the home of Australia’s favourite rum and ginger beer, and more recently the region has seen surging demand as we claim our place as the start of the Great Barrier Reef and home to Australia’s most exciting marine life experiences, all whilst being just a few hours’ drive north of Brisbane.”
“The region has been a tightly-held secret amongst returning travellers for many years but has become one of Australia’s hottest destinations over the past 18 months in the domestic travel boom, thanks to our mild Queensland climate, rich produce and cellar door offering and unmatched reef and wildlife experiences.”
“Bundaberg Tourism has been working hard in partnership with our tourism industry, Bundaberg Regional Council and Tourism and Events Queensland to build awareness of the leisure options available to potential guests, and we are seeing these campaigns driving significant return on investment for the whole region.”
“According to recent research from Tourism Research Australia, the Southern Great Barrier Reef region has experienced record visitation from within Queensland over the past 18 months, and tourism operators across the region are looking forward to another bumper summer season.”
“This summer, the campaign will leverage our strong relationships and our solid local digital marketing capabilities to drive millions of visitor dollars into the region.”
The summer campaign commenced in September to coincide with the release of tickets for the Mon Repos Turtle Encounter 2021/22 season, and will continue until March 2022 with four targeted activity bursts of marketing and PR activity:
1. Stage One (early September 2021) – Mon Repos tickets on sale; targeting organised travellers looking to plan their summer holidays
2. Stage Two (September – November 2021) – targeting travellers looking to take reef holidays as the weather warms up
3. Stage Three (December 2021 – January 2022) – targeting families and Christmas holiday-makers
4. Stage Four (February – March 2021) – targeting child-free travellers looking for a late-summer break from the city and families taking long weekends to see the hatchling turtles Tourism is the Bundaberg region’s third largest economic contributor.
The industry, characterised by small businesses across a variety of industries, serviced 1.7 million visitors in 2019, with the entire community all benefiting from the visitor dollar.
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