Experience Central Queensland
Experience Central Queensland’s Outback to Southern Great Barrier Reef
Capricorn Tourism’s domestic marketing campaign, positioned to motivate potential audiences in the core target markets of Central Queensland <400km, Brisbane & SE QLD and the secondary markets interstate in Sydney & Melbourne (cities who offer direct air service access into the region).
Capricorn Tourism undertakes a major interstate awareness campaign each year in partnership with our Southern Great Barrier Reef regional partners, timed to have maximum impact during the colder winter season. This campaign uses the Central Queensland warmth, the national parks and natural experiences plus the beach & island lifestyle as appealing ‘hooks’ to motivate potential visitors, while also promoting the wide diversity of activities and events on offer in the region.
Strategic partnerships are also developed to capitalise on tactical marketing opportunities throughout the year, such as cooperative marketing activities with airlines to promote direct flights and position the region strongly as an appealing holiday destination.
For 2009/2010 Capricorn Tourism has produced a series of Guides to promote the region. Producing all four guides at the one time enables a distinctive creative style to be implemented across a ‘family’ of brochures.
Each publication serves a different purpose:
- The Holiday Planner’s key purpose is to generate the motivation for travel, through the use of high impact images, niche experiences and travel information.
- The Local Visitor Guides are intended for a tactical use within region to disperse the visitors once they arrive, providing more detailed local information, advertising for tourism businesses and town maps.
Central Queensland Holiday Planner
Central Queensland Holiday Planner 2009/2010
The Central Queensland Holiday Planner has been recognised as a multi-award winning publication that seeks to stimulate interest in travel to the region and provide information about the region for potential holiday-makers. The holiday planner is the core out-of-region collateral, used as the leading brochure at travel shows, distributed in response to web site and telephone enquiries and to the various campaigns undertaken by Capricorn Tourism and by Tourism Queensland including the www.centralqueensland.com.au, www.southernbarrierreef.com.au and www.capricornholidays.com.au websites.
The holiday planner is also distributed widely throughout QLD and Australian visitor information centres as well as the international offices and media of Tourism Queensland. Recognising the growing significance of the digital market, the Holiday planner is also published electronically as a PDF for download and as an e-book for online viewing.
Local Visitor Guides
Local Visitor Guides
These handy A5 publications are Capricorn Tourism’s main brochures for day visitors, ideal for attraction operators and event organisers. The booklets are sectioned so that visitors can quickly access information about, dining, accommodation, family attractions and heritage sites. Complete with an events directory these are a highly successful and popular publication.
