Outback on Queenslanders’ holiday list
Posted by editor (editor) on Apr 24 2009
2009 >>

Queenslanders are eager to explore the Outback, preliminary results from Tourism Queensland’s latest Outback campaign show, Tourism Minister Peter Lawlor announced today.

“The $50,000 campaign has already exceeded expected outcomes during the first four weeks, with more than 13,000 people requesting a copy of the new brochure about travel destinations in Outback Queensland,” Mr Lawlor said.

“The campaign website, adventureoutback.com.au received almost 39,000 visitors.

“And more than 13,000 people entered the competition to win an Outback Adventure.”

Running for five weeks during February and March this year, the campaign raised awareness of the diverse range of Outback experiences, with a focus on outdoor adventures, Mr Lawlor said.

“In the current climate, now is the time to concentrate our efforts on communicating the ‘holiday at home’ message by highlighting a wide range of affordable travel options for Australians,” he said.

“Tourism Queensland’s focus was on hard-hitting tactical marketing aimed at getting more heads in beds and more bums on seats at a time we need it most.

“As well as the website, the campaign included advertising on Australia’s leading four-wheel drive recreation site Exploroz.com, and in metro and regional newspapers, distribution of flyers in Brisbane and regional Queensland, an e-newsletter and search engine marketing.”

Tourism Queensland ran the campaign in partnership with the Outback Queensland Tourism Association and local travel operators.

“One of the best things about the campaign has been the way the Queensland tourism industry has worked together,” Mr Lawlor said.

“More than 420,000 domestic tourists visited Outback Queensland in 2008, supporting 2000 Queensland jobs.

“This campaign is helping deliver on the Premier’s promise to protect jobs throughout the regions of Queensland.”

Last changed: Oct 06 2009 at 2:14 PM