Published Friday, 19 September, 2008 at 10:42 AM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
Tourism campaign reminds Queenslanders there’s no place like home
A major tourism campaign to encourage Queenslanders to ‘holiday at home’ has received an overwhelming response from tourism operators and early indications were that it was reaping results, Tourism Minister Desley Boyle said today.
The $640,000 ‘Home Grown’ campaign is the second domestic campaign to be undertaken as part of the State Government’s $4 million Recovery package for the tourism industry following cuts to airline access to key Queensland destinations.
The three-week ‘Home Grown’ Tourism Queensland campaign started the first week of September in Queensland and northern New South Wales with some exposure in Sydney and Melbourne.
“Home Grown encourages Queenslanders and Australians to ‘holiday at home’ with compelling offers, as well as an online competition with prizes of $1000 petrol vouchers,” Ms Boyle said.
“To date Tourism Queensland has had 40,000 visitors to the campaign website and received 14,000 entries in the competition – early feedback from participating tourism operators in Tropical North Queensland, the Whitsundays and Fraser Coast is that the campaign is certainly generating lots of interest and bookings.”
Ms Boyle said the campaign aimed to offer a point of difference for Queensland tourism product in a competitive market environment.
“The ‘Home Grown’ campaign is enticing visitors with a compelling bonus or special deal such as ‘kids stay free’, a room upgrade, an extra day or an attractive extra inclusion,” she said.
“Tours and attractions are offering enticements such as a free meal, free photographs or a special admission deal.”
Ms Boyle said as soon as operators had the chance to see what the initiative entailed, places in the heavily-subsidised campaign were filled within the first few days.
“To accommodate the operators on the waiting list, Tourism Queensland added an additional eight newspaper pages of advertising opportunities to the planned schedule of 21 full pages,” she said.
“The campaign is designed to drive consumers to participating operators directly from press and radio advertising and via Tourism Queensland’s website www.queenslandholidays.com.au.”
Ms Boyle said the first domestic campaign of the State Government’s Recovery Package - the $1 million ‘Too Easy’ campaign which ran in partnership with Sunlover Holidays in Sydney and Melbourne last month - was one of the most successful Queensland campaigns in recent years.
“’Too Easy’ generated an additional 16,000 room nights for Queensland tourism operators,” she said.
“That’s 16,000 room nights the Queensland tourism industry would not have otherwise had.”
Further information:
Minister’s office – Kirstie Maier ph 3225 1005
Tourism Queensland – Danielle Koopman ph 0424 151 684
19 September 2008
The $640,000 ‘Home Grown’ campaign is the second domestic campaign to be undertaken as part of the State Government’s $4 million Recovery package for the tourism industry following cuts to airline access to key Queensland destinations.
The three-week ‘Home Grown’ Tourism Queensland campaign started the first week of September in Queensland and northern New South Wales with some exposure in Sydney and Melbourne.
“Home Grown encourages Queenslanders and Australians to ‘holiday at home’ with compelling offers, as well as an online competition with prizes of $1000 petrol vouchers,” Ms Boyle said.
“To date Tourism Queensland has had 40,000 visitors to the campaign website and received 14,000 entries in the competition – early feedback from participating tourism operators in Tropical North Queensland, the Whitsundays and Fraser Coast is that the campaign is certainly generating lots of interest and bookings.”
Ms Boyle said the campaign aimed to offer a point of difference for Queensland tourism product in a competitive market environment.
“The ‘Home Grown’ campaign is enticing visitors with a compelling bonus or special deal such as ‘kids stay free’, a room upgrade, an extra day or an attractive extra inclusion,” she said.
“Tours and attractions are offering enticements such as a free meal, free photographs or a special admission deal.”
Ms Boyle said as soon as operators had the chance to see what the initiative entailed, places in the heavily-subsidised campaign were filled within the first few days.
“To accommodate the operators on the waiting list, Tourism Queensland added an additional eight newspaper pages of advertising opportunities to the planned schedule of 21 full pages,” she said.
“The campaign is designed to drive consumers to participating operators directly from press and radio advertising and via Tourism Queensland’s website www.queenslandholidays.com.au.”
Ms Boyle said the first domestic campaign of the State Government’s Recovery Package - the $1 million ‘Too Easy’ campaign which ran in partnership with Sunlover Holidays in Sydney and Melbourne last month - was one of the most successful Queensland campaigns in recent years.
“’Too Easy’ generated an additional 16,000 room nights for Queensland tourism operators,” she said.
“That’s 16,000 room nights the Queensland tourism industry would not have otherwise had.”
Further information:
Minister’s office – Kirstie Maier ph 3225 1005
Tourism Queensland – Danielle Koopman ph 0424 151 684
19 September 2008