New tourism campaign encourages Aussies to enjoy more and spend less on the Sunshine Coast
Posted by editor (editor) on Aug 12 2010
2010 >>

Enjoying more of Queensland's unbeatable lifestyle, beaches, adventure and natural encounters while spending less will be the hook in a new tourism marketing campaign to attract more holidaymakers to the Sunshine Coast, Tourism Minister Peter Lawlor said today.

Mr Lawlor said the 'Enjoy More, Spend Less' $53,000 marketing campaign which starts today was an initiative of Tourism Queensland and leading online accommodation provider Wotif.com.

"The campaign aims to entice more Aussies to the Sunshine Coast as the weather starts to warm up and working with Wotif.com will allow us to serve up some incredible accommodation rates up to 50 percent off,” Mr Lawlor said.

“Value for money holidays are an important consideration for Aussie travelers at the moment, so with a campaign tagline like ‘Enjoy More, Spend Less’ we hope to create an appeal that satisfies this need.

“In addition to some great room rates, a number of tourism operators have provided added incentives such as dining vouchers, free nights and late checkouts.

“You’ll have to be quick though, as the deals are on sale for a week with some travel dates extending through until November.”

Mr Lawlor said the campaign would incorporate print, online and radio components, available throughout Australia and specifically targeting Brisbane residents.

"More and more people are booking their holiday online and campaigns like this not only help boost awareness for the wonderful tourism products on the Sunshine Coast, they translate into bookings for tourism businesses,” he said.

“In January, Tourism Queensland ran a similar campaign with Wotif.com targeting South East Queenslanders with Sunshine Coast holiday deals, which was estimated to have generated more than $5.4 million for the local economy.

“Following that campaign Tourism Queensland together with Wotif.com also tested the international waters with the ‘Land of the Long White Beach’ campaign which helped generate more than $4 million for the region during the traditionally quieter months in the middle of the year.”

Mr Lawlor said more than 85 Sunshine Coast tourism operators had signed up to be a part of the latest campaign.

“It’s great to see so many businesses take part in the campaign and I expect it will create the usual flow through of expenditure for other Sunshine Coast tourism businesses including food retailers and shopping districts,” he said.

“Targeted tactical marketing campaigns of this nature are ultimately designed to boost revenue and support the region’s tourism industry during traditionally quieter periods.

“It’s also about keeping the Sunshine Coast’s stunning beaches and laidback lifestyle top of mind as people dream about getting away.”

Mr Lawlor said in the year to March 2010 the Sunshine Coast welcomed 2.7 million international and domestic visitors who spent approximately $2 billion on their trips.

MEDIA ENQUIRIES:

Minister’s Office: 3224 2002
Tourism Queensland: 3535 5474

Last changed: Aug 12 2010 at 10:52 AM