Pictured above: One of Magnetic Islands many koalas.
Townsville Enterprise launches Townsville North Queensland’s latest tourism marketing campaign showcasing the region’s world-class tourism offerings and aimed at triggering a reappraisal of the destination – in what is a unique, playful new direction for the region.
“Nah Mate… This is Townsville North Queensland” features NRL great Johnathan Thurston and Magnetic Island's own Netflix star Izzy Bee of Izzy’s Koala World the campaign will target key source markets in South East Queensland, Victoria, and New South Wales.
Townsville Enterprise Director - Visitor Economy & Marketing, Lisa Woolfe said the campaign focuses on awareness of Townsville North Queensland as a holiday destination and is a taste of what is to come for the new tourism brand to launch in early 2023.
“From over six months of in-depth brand research and consumer insights, we know that awareness of Townsville North Queensland as a holiday destination is one of our biggest challenges to address in order to fulfill the visitor economy potential of our region,” Mrs Woolfe said.
“With international travel now an option for consumers post-COVID, we need to remind Australians of the world-class natural experiences we have on our doorstep, and most of which are largely undiscovered offering something new to consumers from across the country.”
“There are amazing experiences right across the globe, but we have it all in Townsville North Queensland.”
“Our region boasts an unrivalled power to surprise those with a seeker spirit to connect more deeply with places and themselves, for discovery and self-discovery – and this is something we are highlighting in this campaign.”
“Utilising sophisticated data intelligence to pinpoint key demographics, personality types and geo-targeting, the campaign targets highest value audiences and aims to maximise conversion for the industry.”
“The launch of the campaign today coincides with World Tourism Day and is a step in the right direction for our bigger brand launch in the new year.”
Townsville Mayor Jenny Hill said Townsville was already recognised as the events capital of Northern Australia.
“From great weather and a stunning natural environment to blockbuster sporting matches and nationally-leading arts festivals, Townsville has it all. Our street art is compared with the likes of Melbourne, our restaurants compete with Sydney’s best, and Magnetic Island is our own island paradise,” Cr Hill said.
“Council is proud to work with Townsville Enterprise to find innovative ways to market Townsville as a showstopping destination for both intrastate and interstate travellers to visit all year round. I’m looking forward to seeing the new ads hit billboards and television screens in the new year.”
NRL great, Johnathan Thurston said he is excited to be part of Townsville North Queensland’s new destination marketing campaign.
“Raising my young family here, I feel as though Townsville North Queensland is an undiscovered location for tourism,” Mr Thurston said.
“We’ve got some amazing attractions here in Townsville North Queensland and we know the benefits that tourism can bring to our region. So, we’d love everyone to get up here.”
The campaign will run until the end of the calendar year and will target consumers from the key source markets of Brisbane, Sunshine Coast, Gold Coast, Victoria and New South Wales, as well as regional drive markets. Appearing on television, social media, digital and billboard advertising, the campaign will also drive bookings through aviation and holiday packaging.