Outback tourism sale entices Queenslanders to go west
Posted by editor (editor) on Jun 26 2009
2009 >>

Queenslanders will be enticed to explore the State’s Outback as part of a new tourism marketing campaign, valued at $137,000 Tourism Minister Peter Lawlor said today. 

Mr Lawlor said the joint Tourism Queensland and Outback Queensland Tourism Association initiative - which starts this week - targets south-east Queenslanders and encourages them to travel between now and October.

“Outback on Sale will appeal to Brisbane’s ‘active explorer’ market encouraging them to take in adventure-based activities such as bushwalking, camping, horse-riding and four-wheel driving,” he said.

“Participation for tourism operators was free and they needed to offer a special good value deal or promotion such as buy one adult pass and get another free.

“The tourism industry is doing it tough at the moment and we wanted to offer interested operators the chance to be involved in a coordinated and cost-effective campaign that would draw travellers to Queensland’s Outback.

“The campaign will be featured prominently on Nova 106.9, in Outdoor Australia magazine and on popular adventure websites such as ExplorOz.com, Roadahead.com.au and OurBrisbane.com.

“The campaign also incorporates a competition which will be aired on Nova 106.9 offering listeners the chance to win two tickets on a Greyhound Birdsville Races Tour.

“In the year ended March 2009 approximately 423,000 domestic and international travellers visited Queensland’s Outback supporting approximately 2400 jobs throughout the state.

“We are very aware of the increasing appeal and popularity of Queensland’s Outback as an accessible, desirable leisure destination amongst international visitors and we want to promote the same appeal and aspiration to visit amongst Queenslanders.”

Mr Lawlor said the campaign followed a series of Outback initiatives and was part of the State Government and Tourism Queensland’s current focus on hard-hitting tactical marketing campaigns.

“Earlier in the week I also launched the Queensland’s Outback Education Handbook, another joint initiative of Tourism Queensland and the Outback Queensland Tourism Association,” he said.

“The handbook is a free resource for teachers which includes travel itineraries for school excursions and was created to entice school children to travel to Queensland’s Outback, enriching their learning by experiencing Australian culture first-hand.”

For more information on the Outback on Sale campaign visit www.adventureoutback.com.au

Last changed: Oct 06 2009 at 3:19 PM