Tourism Marketing - Campaigns

The 2020/21 year saw Capricorn Enterprise roll out some of the largest and most innovative tourism campaigns in our 11 year history. These campaigns have been a critical asset in attracting new leisure markets to the destination.

2020/21 SUMMER CAMPAIGN (NOV - FEB) Capricorn Coast User Generated Content (UGC) Campaign

> This campaign aimed to embrace UGC content that allows visitors to see the beauty of this destination through the eyes of other travellers. Target Market: Families (Primary), DINKS - Double Income No Kids (Secondary) Target Region: Central Queensland, Wide Bay & Sunshine Coast

• Television Advertising • Targeted Online Marketing (featuring the TVC and member packages) has appeared across numerous platforms (inc. Facebook, YouTube and Instagram, Google, Spotify and more). • Email Marketing Campaign (EDM) sent directly to over 6,000 subscribers

> Junior Ambassador Campaign - Own Harris

As part of the 2020/21 Summer Campaign, Capricorn Enterprise commissioned 6-year-old local, Owen Harris, to create promotional videos about exploring Capricorn from a kid’s perspective. The 6-series promotion was launched on social media channels during February 2021. The videos were promoted to Central Queensland, Wide Bay, Sunshine Coast & Brisbane. Filming took place in the following locations: Great Keppel Island, Capricorn Caves, Cooberrie Park Wildlife Sanctuary, Mt Hay Gemstone Tourist Park, Nurim Circuit Eleveated Boardwalk Mount Archer National Park, CQ River Cruises, Yeppoon Lagoon. [SEE IMAGE 2] The videos had 119,700 views in total on Facebook and another 3273 on Instagram (122,973 total views).

> Facebook 'Win a Holiday' Campaign

In March, Capricorn Enterprise commissioned Tourism & Events Queensland’s media agency, IMATE to conduct a Facebook campaign to drive sign-ups to the Visit Capricorn Leisure EDM. The campaign had a total reach on Facebook of 106,814 and 5, 207 link clicks. We received just over 2,000 sign-ups to our EDM as a result.

2021 WINTER CAMPAIGN (MAY - JUNE) 'Dreaming of a New Destination' Campaign

Capricorn Enterprise commissioned local SGBR videographer, Stuart McKay, to create the Capricorn Region 2021 Winter Destination Campaign.

[SEE IMAGE 1,3,4,5 & 6]

This was our largest campaign on record and showcases the epic natural landscapes and wide-open spaces from the Central Queensland Highlands to the Keppel Islands. Target Market: Families (Primary), DINKS - Double Income No Kids (Secondary) Target Region: Mackay, Central Queensland, Wide Bay, Sunshine Coast, Gold Coast and Brisbane Activity: Television Advertising will air on Nine, Seven and 7Plus (on demand). Targeted Online Marketing (featuring the TVC and member packages) has appeared across numerous platforms (inc. Facebook, YouTube and Instagram, Google).

> Virtual Reality Tours [SEE IMAGE 3]

To complement our Winter Campaign, Nathan White Images was commissioned to create a series of Virtual Reality Tours of our “hidden gems” for use on the Visit Capricorn website and social media channels. The locations included in these tours are;

• Carnarvon Gorge • Minerva Hills National Park • Blackdown Tableland National Park • Mount Archer, Rockhampton • Stony Creek, Byfield • Great Keppel Island

SOUTHERN GREAT BARRIER REEF DIGITAL CAMPAIGN (JUNE) WITH PEDESTRIAN TV

Capricorn Enterprise partnered with Bundaberg Tourism and Gladstone Area Promotion & Development on a digital campaign to drive awareness of the SGBR destination, specifically targeting high value travelers in South East Queensland. Pedestrian TV was commissioned to write a native content article with an estimated 10,000 page views and supported with custom digital ads. View story here: https://bit.ly/3rU55fS

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I would like to congratulate Capricorn Enterprise on what I can only assume has been a successful destination advertising campaign. The most recent TVC has done an incredible job to showcase the many hidden pockets of our region, demonstrating the adventure and fun that can be had in our own backyard. From the beginning of the campaign I have heard positive feedback from people both near and far. In particular I have had people share with me how proud this campaign has made them feel to live in such a beautiful part of the world. It has been a pleasure to work with you and I am looking forward to seeing what the future holds for our treasured region with the endorsement and support of Capricorn Enterprise. Well done Team Capricorn Enterprise!

Rebecca Palma | Account Manager SOUTHERN CROSS AUSTEREO – JUNE 2021

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