Fraser Coast doubles down on 2020 domestic marketing push

Fraser Coast Tourism & Events is currently working with tourism partners to launch one of the most ambitious marketing plans developed for the region in recent years, supporting Tourism Australia‘s nation-wide focus on “Holiday Here This Year” messaging to domestic consumers. 

Every tourism marketing organisation is increasing activity in the domestic market following the December bushfires and the disruption to international travel plans due to the rapid spread of the coronavirus. 

Plans being developed will ensure the Fraser Coast remains a highly competitive and soughtafter domestic destination. 

FCTE has redirected more funds to regional marketing, with the strong support of both Tourism & Events Queensland and the Fraser Coast Regional Council, which voted recently to increase funding to help combat the tourism downturn. 

FCTE is currently confirming a $420k regional campaign, underpinned by a $300k media and digital marketing spend covering magazine television, Sydney radio, in-flight magazine, outdoor supersites and digital advertising focusing on the 400km drive market and Sydney metropolitan, including Newcastle and Wollongong. 

$300K MEDIA AND DIGITAL MARKETING CAMPAIGN:

– Magazine television (7 x 4 min segments; 1 x 30 min program). In market April, New prime-time Channel 7 Weekender program, 5:30pm Sundays. Large Brisbane audience.
– Two stations Sydney radio campaign (one-month activation)
Virgin Australia in-flight magazine – double-page spread (May)
– Brisbane Outdoor, digital supersites promoting whales & the region
– Digital brand campaign, Escape NewsCorp (leads to operators)
– Digital Google and Social Media Advertising (leads to operators)
FCTE is seeking partner support of $60k, for buy-in opportunities across the media program which is summarised below:

The region’s consumer campaign is also being stepped up this year with a strong presence at the Brisbane Regional Flavours event on July 18-19 at South Bank.  

The Fraser Coast will be marketed in partnership with Kingfisher Bay Resort and Wide Bay Wildcatch, BARENUTS and Lychee Hill Estate will showcase the region’s strong food offering. 

Marketing at out of region caravan, boating and food events has been increased by 50% this year, underwritten by Fraser Coast Regional Council. 

FCTE will also have a much strong presence at large regional events like the Goomeri Pumpkin Festival, using the new pop-up Visitor Display Centre. 

$60K CONSUMER ACTIVATION – OUT OF REGION EVENTS:

Regional Flavours events, Brisbane – food & destination marketing
– 9 caravan & boat shows state-wide consumer activation
– Pop-up Visitor Display Centre at major regional festivals, Goomeri, Childers etc.

The third arm of the campaign will be in-region activation including a new, cross-selling expo to be held before the start of the 2020 whale season, giving tour operators, accommodation houses and attractions to promote their products in a “speed dating” format, helping the region to extend stays of visitors. 

60K REGIONAL COLLABORATION AND MARKETING: 

– Fraser Coast product expo – tours, accommodation and attractions “speed dating” expo focusing on cross-selling to extend visitor stays (prior to the launch of 2020 whale season)
– Launch of Fraser Coast 101 publication and website – a comprehensive directory of visitor experiences across the Fraser Coast
– Launch of Fraser Coast visitor itineraries for visitors and locals – Visitor Centre activation plus marketing plan to distribute
– Launch of regional itineraries linking product in Bundaberg and Gympie targeting “holidaying at home” domestic market

New product initiatives including the Fraser Coast 101 publication and regional itineraries are also part of this $60k plan.  

FCTE General Manager Martin Simons, said the marketing plan had many touchpoints and it was vital the region hunted as a pack to ensure its domestic market share was maintained in what would be a very competitive year. 

We are a popular domestic holiday destination and we need to strongly defend our positioning,” he said. 

“Every aspect of the marketing plan is designed to ensure the region remains top of mind when Australians are making holiday choices this year. 

Operators will have the flexibility to buy into various elements but the primary objective of the campaign is destination-focused. 

The first television shoots will take place this weekend so the first promotional bust is in the market in April. 

The Fraser Coast campaign will leverage activity being undertaken by both Tourism Australia and TEQ, championing the amazing diversity of the region, offering pristine wilderness adventures on the world’s largest sand island, the nation’s best whale-watching, easy access to the Southern Great Barrier Reef and rich hinterland heritage experiences.