Tourism Tropical North Queensland (TTNQ) has appointed independent, full service media agency Audience Group to help drive up visitor numbers from Australia’s eastern states.
The tourism industry in Tropical North Queensland plays a vital role in the local economy contributing around 18% of TNQ’s gross regional product and supporting one in five jobs.
The domestic tourism market is the region’s largest, making it critical in the quest for greater economic growth. Thanks to the fallout from media coverage of recent flooding and monsoons, the region is currently struggling with lower domestic visitor numbers. The flooding was reported as impacting North Queensland, leading many people in the south of Australia to believe the entire top end of Queensland has been affected. This has resulted in a drop in forward bookings to Tropical North Queensland.
Says James McDonald, director, Audience Group: “Autumn weather will soon have many Australians dreaming of holidays in the sun, if they’re not already planning a getaway to somewhere warm. Tourism Tropical North Queensland in partnership with Tourism and Events QLD has selected Audience Group to develop and implement a nine-month digital, search, social and media program focused on the Eastern Seaboard. Our ability to help identify which audiences have a greater immediate propensity to visit the region, find them and make sure their dreams and plans are for FNQ was key to our appointment.”
TTNQ has selected Audience Group for its approach to audience-buying, to ensure digital and media campaigns are intelligently targeted and will resonate with Australians in order to compete for visitor dollars in an increasingly digital world.
Not-for-profit and member-based, TTNQ is charged with marketing the destination of Tropical North Queensland, stretching from Cardwell north to the Torres Strait and west to the Northern Territory border. It collaborates with its industry members to promote the destination’s story and is set to achieve a marketing expenditure of $3.5 billion by 2020.