Published Tuesday, 11 November, 2008 at 12:20 PM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
No barrier to the Great Barrier Reef for Americans
Tourism Queensland’s ’No Barrier to the Great Barrier Reef’ North American campaign has generated more than $1 million in bookings and quotes in just six weeks Tourism Minister Desley Boyle announced today.
Ms Boyle said the campaign, in association with leading US travel wholesaler Qantas Vacations, was the first of a series for North America coordinated by Tourism Queensland using some of the State Government’s $4 million tourism assistance package.
“Destinations such as Tropical North Queensland have been hard hit by a combination of flight cuts, high fuel costs and a downturn in the global economy so our aim is to hit our key international markets with a range of value-for-money package deals that are too good to refuse,” Ms Boyle said.
“Tourism Queensland invested $200,000 of the $4 million assistance package funding into five US campaigns, but thanks to buy-in from travel partners in North America, we have been able to increase the campaign spend to $1.9 million,” she said.
‘No Barrier to the Great Barrier Reef’, the first of the campaigns, began in mid-August and is running in partnership with Qantas Vacations - one of North America’s largest travel wholesalers.
“So far this one campaign alone has generated more than a million dollars in bookings and quotes for Australian holidays, most of which include a Queensland component, and we expect more bookings to come.”
Ms Boyle said the campaign offered a range of targeted, value-driven initiatives to encourage as many Americans as possible to book a Queensland holiday in a short time frame.
She said one of the initiatives included sending a personal email to 260,000 North American members of Qantas’ frequent flyer program inviting them to visit the Great Barrier Reef offering packages such as:
• eight days to the Whitsundays from $US1999 including return airfares from the US, accommodation, transfers, some meals and activities and
• a Great Barrier Reef Air Pass from $US1199 which includes return airfares from the US and three domestic Australian flights including Cairns; and
• a $US599 Aussie Wildlife package which includes two nights in Brisbane, two nights on Fraser Island, entry to Australia Zoo and transfers.
“The Great Barrier Reef is one of American travellers’ must-see Australian destinations and because these special packages are only available for a short period of time, our aim is to turn their ‘one day’ dream into ‘let’s book today’ reality,” Ms Boyle said.
She said two further campaigns targeting the American and Canadian youth markets began this week through Tourism Queensland’s US travel wholesale partner STA Travel under the tagline ’It’s Always Summer Down Under’ and Canadian wholesaler Travel Cuts under the ‘Cairns and the Great Barrier Reef: Change Your Latitude’ tagline.
Two more campaigns targeting higher-end travellers would roll out later this month with wholesalers Down Under Answers and Goway Travel.
“Thanks to Tourism Queensland’s industry partners, which include North American wholesalers, Qantas Airways, V Australia and Tourism Tropical North Queensland, we have been able to pull together a range of tactical, trade-drive campaigns which will ensure we get the highest return on our investment,” Ms Boyle said.
She said the initiatives were being marketed through a range of mediums including travel wholesaler websites, print, Tourism Queensland’s North American website, direct mail and dedicated Aussie Specialist travel agents.
Ends
Further information:
Minister’s office – 3225 1005 or 0419 025 326
Tourism Queensland – 3535 5010
11 November 2008
Ms Boyle said the campaign, in association with leading US travel wholesaler Qantas Vacations, was the first of a series for North America coordinated by Tourism Queensland using some of the State Government’s $4 million tourism assistance package.
“Destinations such as Tropical North Queensland have been hard hit by a combination of flight cuts, high fuel costs and a downturn in the global economy so our aim is to hit our key international markets with a range of value-for-money package deals that are too good to refuse,” Ms Boyle said.
“Tourism Queensland invested $200,000 of the $4 million assistance package funding into five US campaigns, but thanks to buy-in from travel partners in North America, we have been able to increase the campaign spend to $1.9 million,” she said.
‘No Barrier to the Great Barrier Reef’, the first of the campaigns, began in mid-August and is running in partnership with Qantas Vacations - one of North America’s largest travel wholesalers.
“So far this one campaign alone has generated more than a million dollars in bookings and quotes for Australian holidays, most of which include a Queensland component, and we expect more bookings to come.”
Ms Boyle said the campaign offered a range of targeted, value-driven initiatives to encourage as many Americans as possible to book a Queensland holiday in a short time frame.
She said one of the initiatives included sending a personal email to 260,000 North American members of Qantas’ frequent flyer program inviting them to visit the Great Barrier Reef offering packages such as:
• eight days to the Whitsundays from $US1999 including return airfares from the US, accommodation, transfers, some meals and activities and
• a Great Barrier Reef Air Pass from $US1199 which includes return airfares from the US and three domestic Australian flights including Cairns; and
• a $US599 Aussie Wildlife package which includes two nights in Brisbane, two nights on Fraser Island, entry to Australia Zoo and transfers.
“The Great Barrier Reef is one of American travellers’ must-see Australian destinations and because these special packages are only available for a short period of time, our aim is to turn their ‘one day’ dream into ‘let’s book today’ reality,” Ms Boyle said.
She said two further campaigns targeting the American and Canadian youth markets began this week through Tourism Queensland’s US travel wholesale partner STA Travel under the tagline ’It’s Always Summer Down Under’ and Canadian wholesaler Travel Cuts under the ‘Cairns and the Great Barrier Reef: Change Your Latitude’ tagline.
Two more campaigns targeting higher-end travellers would roll out later this month with wholesalers Down Under Answers and Goway Travel.
“Thanks to Tourism Queensland’s industry partners, which include North American wholesalers, Qantas Airways, V Australia and Tourism Tropical North Queensland, we have been able to pull together a range of tactical, trade-drive campaigns which will ensure we get the highest return on our investment,” Ms Boyle said.
She said the initiatives were being marketed through a range of mediums including travel wholesaler websites, print, Tourism Queensland’s North American website, direct mail and dedicated Aussie Specialist travel agents.
Ends
Further information:
Minister’s office – 3225 1005 or 0419 025 326
Tourism Queensland – 3535 5010
11 November 2008