TOURISM MARKETING (PRE COVID-19) Townsville Enterprise, in proud partnership with our operators, regional councils and key stakeholders, delivered a program of marketing campaigns and PR activities to grow awareness of the destination and increase visitation to Townsville North Queensland.
2019/20 HIGHLIGHTS Airline campaigns Townsville Enterprise worked with major airline carriers such as Virgin Australia and Jetstar to deliver tactical digital campaigns targeted to our key markets of Brisbane, Sydney and Melbourne. The campaigns focused on driving passenger bookings into the region. For the 19/20 Financial Year, airline campaigns secured 8,152 pax bookings into Townsville. Digital Sophistication Project A dedicated program to generate new and updated content for use across social media, YouTube, as well as improved listings with Google Maps, TripAdvisor and ATDW. New videos created by Townsville Enterprise were shared across social media with standout videos such as the ‘Strand Flythrough’ video reaching over 212,700 people, generating over 300 comments, and almost 1,000 shares. 2020 Events campaign In February 2020 Townsville Enterprise, in partnership with Townsville City Council, Tourism and Events
Townsville Enterprise Annual Report 2019/20
Queensland, Townsville Airport, Townsville Bulletin and local tourism operators, launched the regional events campaign. In a year expected to be one of the region’s biggest, with the opening of Queensland’s newest stadium and a calendar of events set to entertain locals and attract new visitors to the region, the strategic campaign was targeted to regional Queensland with extensions into Brisbane, Sydney and Melbourne. Over 120,000 copies of the Events Guide were inserted into key NewsCorp publications and supported with a suite of digital and social media advertising. Unfortunately, many of the events promoted through this campaign were forced to postpone or cancel as a result of COVID-19. A lways-on PR Strategy Townsville Enterprise’s media partnerships and hosting afforded the Townsville North Queensland region with significant state and national coverage, including Sunrise, TODAY Show, Delicious Magazine, Creek to Coast, Queensland Weekender, iFish TV, Australian Traveller, and QANTAS Magazine.
A significant part of the destination PR strategy is hosting social media influencers to capture shareable user-generated content which can be shared through their mass audiences. With support of our tourism operators, influencers are treated to key destination experiences attracting media value upward of $1M per visit. Influencers this financial year included (but not limited to) @_aswewander, Canon Collective and @_markfitz. International Trade Prior to COVID-19, Townsville North Queensland’s key international markets included the UK, Germany and New Zealand. To further grow these markets, in November 2019, Townsville Enterprise’s Director - Tourism and Events joined Tourism and Events Queensland on the Queensland on Tour international delegation to the UK and Europe. Across the program there were over 200 meetings with travel agents, product managers and wholesalers.
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