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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.
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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.
Highlights
Campaigns
• Tourism Queensland / Wotif, National - September 2009 • Infinity Holidays / Escape Travel, National - November 2009 • Tiger Airways, National - November 2009 and February 2010 • Virgin Blue / Blue Holidays / Tourism Queensland / Gold Coast Airport, National - January 2010 • Tourism Australia / Harvey World Travel/Qantas Holidays /Mantra Group, National - March 2010 • Flight Centre / Tourism Queensland / Infinity Holidays /Virgin Blue, National - May 2010 • Winter Regional Press, National - June 2010 • YourCoast Campaign 1-6, South East Queensland - July 2009 to June 2010
Familiarisations
• Qantas Achievers, National - March 2010 • Domestic Wholesale Challenge, National - July 2009 • Travel Managers Conference, National - November 2009 • Harvey World Travel Residential School, National - November 2009 • APN Newspapers Journalists Rugby League Weekend, National - May 2010 • Courier Mail Journalist Rugby League Weekend, Queensland - June 2010
