Latest destination tourism campaign

Townsville Enterprise has launched its major annual tourism campaign, reinforcing its Up for Unexpected brand and positioning Townsville North Queensland as a must-visit destination filled with surprises, unforgettable experiences and memorable moments.

With past results showing 76% of exposed audiences take action toward booking a holiday once exposed to the campaign, the Townsville North Queensland brand continues to drive strong engagement and visitation.

The campaign, which goes live today and runs until June, will feature a mix of digital advertising, PR and broadcast activities, influencer collaborations, content partnerships, and aviation and trade partnerships.

READ THE MEDIA RELEASE

Key objectives:

Increase awareness of Townsville North Queensland as a holiday destination. Benchmarked against pre- and post-brand uplift studies, and competitor analysis (within Queensland).
Achieve growth in operator listings on townsvillenorthqueensland.com.au as a lead generation mechanic.
Accelerate consumers through the conversion funnel, focusing primarily on awareness and consideration, but enabling conversion through bookable products and a trade distribution plan.

Key markets:

As identified in the recent brand research, the target audience most attuned to visiting Townsville North Queensland, is the Curious Explorer market. This audience has been defined using sophisticated targeting data through Roy Morgan Helix Personas, split into SUSTAIN and GROWTH markets and further grouped using the following targeting techniques:

Geographically:

[SUSTAIN + GROWTH] Queenslanders (Regional Drive Market [Cairns-Mackay], South-East Queensland – Brisbane, Gold Coast, Toowoomba, Sunshine Coast, Rockhampton)
[GROWTH] Sydney and surrounds, New South Wales
[GROWTH] Melbourne and surrounds, Victoria
[GROWTH] Adelaide, South Australia

Traveller type:

[GROWTH] Leisure + Event Traveller
[GROWTH] Business + Working Holidaymaker
[SUSTAIN] Visiting Friends and Relatives

Lifestyle stage: (across both SUSTAIN and GROWTH segments)

Couples
Families
Solo

Persona type:

To define our segments further, we've identified key Helix Persona Communities and Personas which help to understand a consumer by their values, average income, media preferences and more.

Campaign partners

Thanks to our industry partners for partnering on this latest campaign.

Get involved

Share the Up for Unexpected experience with your database by downloading campaign assets and sharing them across your accounts. This could be the campaign assets themselves, or finding ways to showcase your business' offering. Here are some resources you're welcome to use:

CREATIVE ASSETS

BRAND GUIDELINES

QUICK LINKS AND TEMPLATES

Quicklinks

Campaign partners

Get involved

Tourism & Events