Australia Marketing Summary
The Australia Marketing Department delivered a comprehensive calendar of national activity with particular focus on our largest visitor source markets of Brisbane, Sydney, Melbourne, regional Queensland, and regional New South Wales. We have been dedicated to developing and delivering cooperative marketing campaigns on behalf of the city. By cooperating with a partner or group of partners, we have greatly increased our campaign budgets, significantly extended the life of our campaigns, and demonstrably improved campaign conversion. In short, by collaborating with partners such as Tourism Queensland, Flight Centre, Wotif Group, Jetstar, and many others, we have generated bigger campaigns and more visitor bookings. A continued push to bring Brisbane and south east Queensland residents back to the Gold Coast has proven timely and successful. Television, cinema, print, radio, digital and outdoor advertising has been maintained in this four hour drive radius throughout the year with YourCoast.com.au being the main conversion platform. YourCoast has been well supported by GCT members promoting their quarterly offers through the site. And finally, the Gold Coast Tourism Sporting Strategy has developed over the past 12 months. In addition to our established support of major events and other City Council funded events, the Australia Marketing Department has increased our cooperative activity with national sporting teams in the promotion of the City as a short break sporting event option.
2009 / 10 Annual Report I 12
