Fraser Coast tourism campaign lures shivering southerners
Published Wednesday, 14 May, 2008 at 01:19 PM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
Images of white sandy beaches hit Sydney and Melbourne streets last week as part of a new tourism campaign to lure southerners to the Fraser Coast during their cold winter.
Tourism Minister Desley Boyle said the $250,000 joint campaign between Tourism Queensland, Fraser Coast South Burnett Tourism, the Fraser Coast Regional Council, local tourism operators and Virgin Blue focused on the region’s natural experiences and adventures.
“Nothing looks more attractive to southerners shivering in the grips of a cold city winter than thoughts of Queensland’s warm sun, blue skies and our beautiful beaches and national parks,” Ms Boyle said.
Member for Hervey Bay Andrew McNamara said the six week campaign focused on a “natural adventures” theme featuring attractions such as Fraser Island, the region’s abundant marine life, including whale watching, and beach getaways.
“As we head into the colder months, southerners will be thinking longingly of packing away their winter woollies to head to warmer waters,” Mr McNamara said.
“The Fraser Coast is the perfect escape – we have everything from whale watching to four-wheel driving around Fraser Island.”
The short campaign, which is part of a larger $2.9 million ‘Wow Queensland!’ national campaign, includes outdoor and press advertising, online activity and an eight page insert in the Sydney Morning Herald and Melbourne’s The Age.
“This campaign is an example of how much can be achieved when industry pools its resources,” Mr McNamara said.
“In today’s media market the cost of advertising in key publications is phenomenal and it would be impossible for most tourism businesses to achieve any sort of cut-through.”
Ms Boyle said many of the region’s tourism operators had had a tough start to the year in the wake of a wet summer, the splitting of the Easter school holidays and a downturn in consumer confidence as a result of increased interest rates.
“Add to that a high Aussie dollar sending more Australians than ever before reaching for their passports instead of holidaying at home and our industry has had a challenging start to the year,” she said.
“By drawing on Tourism Queensland’s combined resources and considerable buying power, regional tourism operators are able to achieve a clear and consistent message which gives them much a bigger bang for their buck.”
Fraser Coast South Burnett Tourism General Manager Damien Massingham said collaborating with Tourism Queensland and other stakeholders would ensure the Fraser Coast was recognised as one of Queensland’s premier nature-based regions.
“Sydney and Melbourne are important southern markets for the Fraser Coast and what better time of year to promote our warm, sunny region than when the southern states descend into the icy blasts of winter?” Mr Massingham said.
In 2007, 671,000 domestic and 204,000 international visitors travelled to the region.
Further information:
Minister’s office: Marcus Taylor (3225 1005 / 0419 025 326) or Kirstie Maier (3224 2007 / 0448 135 195)
Tourism Minister Desley Boyle said the $250,000 joint campaign between Tourism Queensland, Fraser Coast South Burnett Tourism, the Fraser Coast Regional Council, local tourism operators and Virgin Blue focused on the region’s natural experiences and adventures.
“Nothing looks more attractive to southerners shivering in the grips of a cold city winter than thoughts of Queensland’s warm sun, blue skies and our beautiful beaches and national parks,” Ms Boyle said.
Member for Hervey Bay Andrew McNamara said the six week campaign focused on a “natural adventures” theme featuring attractions such as Fraser Island, the region’s abundant marine life, including whale watching, and beach getaways.
“As we head into the colder months, southerners will be thinking longingly of packing away their winter woollies to head to warmer waters,” Mr McNamara said.
“The Fraser Coast is the perfect escape – we have everything from whale watching to four-wheel driving around Fraser Island.”
The short campaign, which is part of a larger $2.9 million ‘Wow Queensland!’ national campaign, includes outdoor and press advertising, online activity and an eight page insert in the Sydney Morning Herald and Melbourne’s The Age.
“This campaign is an example of how much can be achieved when industry pools its resources,” Mr McNamara said.
“In today’s media market the cost of advertising in key publications is phenomenal and it would be impossible for most tourism businesses to achieve any sort of cut-through.”
Ms Boyle said many of the region’s tourism operators had had a tough start to the year in the wake of a wet summer, the splitting of the Easter school holidays and a downturn in consumer confidence as a result of increased interest rates.
“Add to that a high Aussie dollar sending more Australians than ever before reaching for their passports instead of holidaying at home and our industry has had a challenging start to the year,” she said.
“By drawing on Tourism Queensland’s combined resources and considerable buying power, regional tourism operators are able to achieve a clear and consistent message which gives them much a bigger bang for their buck.”
Fraser Coast South Burnett Tourism General Manager Damien Massingham said collaborating with Tourism Queensland and other stakeholders would ensure the Fraser Coast was recognised as one of Queensland’s premier nature-based regions.
“Sydney and Melbourne are important southern markets for the Fraser Coast and what better time of year to promote our warm, sunny region than when the southern states descend into the icy blasts of winter?” Mr Massingham said.
In 2007, 671,000 domestic and 204,000 international visitors travelled to the region.
Further information:
Minister’s office: Marcus Taylor (3225 1005 / 0419 025 326) or Kirstie Maier (3224 2007 / 0448 135 195)