A $40k radio campaign into 973FM and 4KQ in Brisbane targeting the south-east and southern markets is in market for 8 weeks as part of the Winter campaign. The interactive holiday campaign, named “Äre we there yet?” Focuses on promoting Fraser Coast attractions and locations with listeners, who are all vying for the chance to win a holiday package to the Fraser Coast. 6 x holiday packages valued around $2k each will be given away during this campaign. The 3-night holiday packages include accommodation, car hire, tours, and food options.
DIGITAL CAMPAIGN
The $40K Digital campaign that launched in March on Newscorp is in full swing. The Escape activation is now in its third month and saw four articles featuring the Fraser Coast on the Escape travel website and Social Media channels. The results reveal 32,000 page views have been generated by the articles with consumers spending an average 1 min 12 seconds on the content across the board. These results have exceeded our expectations. There have been 5 email marketing activations through escape, all of which have exposed their consumers to the Fraser Coast content. These have all recorded an open rate of around 30% meaning that around 30 000 people have opened each email. Of these, around 25, 000 consumers have gone onto view content or our landing page. The Newscorp activation of the digital plan will commence upon the completion to the Escape plan at the end of the month, aiming to drive awareness across the south-east and southern markets. This campaign has a strong emphasis on three key themes: Family Friendly experiences on the Fraser Coast, reconnecting with Fraser Island and Whale Watching on the Fraser Coast.
CREEK TO COAST
Filming will continue for the $35k Creek to Coast opportunity later this month and again in Whale season. This activation provided 14 operators the chance to be featured in a 5- minute episode on the popular weekend show. The spots were increased from 12 to 14, due to the high interest from operators to be involved.
CONTENT CREATOR PACKAGE
The Influencer campaign is well underway as part of the Winter campaign, with 4 Influencers already visiting the region. Content creator package’s included imagery boosted social media posts and blogs. Influencers who have visited the region and delivered content include, Haylsa and Kyle, As We Wander, Ashley Dobson and Locky and Irena from last year’s bachelor. Two more Influencers are scheduled to arrive during Whale season.
LIVE WEATHER CROSS
A morning of live weather crosses with Sunrise have been locked in with Channel 7, early August to help promote the whale season. More details to come!
MAGAZINE TV
This week on TV, the Fraser Coast will be showcased in a pilot show, Reel Destination’s on Channel 9. The 30-minute show features the Southern end of Fraser Island on May 8 and the Northern end of Fraser on May 15. The pilot series focuses completely on camping and fishing on Fraser Island. As part of the deal, the Fraser Coast shows will be featured on the QANTAS inflight entertainment system on Nine for 6 months. It is estimated an extra 200k sets of eyes will be able to view the episodes while 30,000ft in the air.
TELEVISION COMMERCIAL
A $45k TVC on Channel 7 is scheduled to run in market from May 30 for 4 weeks as part of the 2021 Winter Campaign. Messaging includes a strong focus on whale watching, Islands, beaches, the Southern Great Barrier Reef, food, and heritage.