TNQ tourism campaign in the US pays off
Posted by editor (editor) on Jun 21 2009
2009 >>

Preliminary results from a tourism campaign promoting Tropical North Queensland in the US drew a 34 percent increase in flight bookings, Tourism Minister Peter Lawlor said.

Tourism Queensland, Qantas Airways and Tourism Tropical North Queensland worked together on a concerted international push known as ‘team Cairns’ for the third consecutive year.

Mr Lawlor said the $AUD 180,000 campaign offered return fares from $US 860, with a free additional stopover in one of Australia’s or New Zealand’s major cities.

“The results so far are outstanding, especially considering current economic difficulties,” he said.

“During the campaign, bookings via the Qantas website for flight itineraries from the US that included Cairns increased by 34 percent.

“The Qantas website received 47,000 hits about the promotion, and www.destinationqueensland.com received a further 27,670 page views.”

Parliamentary Secretary to the Minister for Tourism and Member for Barron River Steve Wettenhall said the campaign ran from January to May this year and generated travel bookings from 5 May to 9 June or 20 July to 9 December 2009.

“Importantly this campaign coincided with the announcement of Tourism Queensland’s Best Job in the World Island Caretaker position and the incredible global media coverage it generated,” he said.

“Visitors could choose a bonus stopover in Brisbane, Sydney, Melbourne or Auckland when they booked a return Qantas flight from Los Angeles or San Francisco to Cairns.

“The campaign’s aim was to increase international visitation to Cairns and the Great Barrier Reef and to raise awareness of the region’s unique experiences and attractions.

“By coinciding the campaign with the announcement of the Island Caretaker, Tourism Queensland stimulated an even greater level of interest in the Great Barrier Reef region.”

Tourism Tropical North Queensland CEO, Mr Rob Giason said: “Our target for this program was an increase of 5 percent in seats sold from the US so the result - a 34% increase - is just fantastic.”

The campaign involved radio broadcasts to 2.9 million 35–54 year-old listeners in Los Angeles, and extensive online media, including banner advertising on Qantas.com and Tourism Queensland’s Americas website.

“Tourism Queensland’s focus was on hard-hitting tactical marketing aimed at getting more bums on seats at a time when we need it most,” Mr Lawlor said.

“More than 89,000 US tourists visited Tropical North Queensland in the 12 months ending March 2009, supporting 1000 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 3:13 PM