region & operator marketing toolkit
01 welcome
This toolkit has been prepared by CHDC to roll out the new brand story and tagline for the region. It’s been designed to give you both ideas and thoughtstarters for how you can incorporate the messaging into your business or region and activate the Explore More brand across your own assets. The CHDC team will also be working on activating the new brand story at a regionwide level, with the goal of increasing length of stay and overnight visitor expenditure in region. You can see a copy of their strategic marketing plan to do so HERE.
You’ll also see within this toolkit, we have created three example tactical deals which can be used to activate the brand for your product/region/ event with the objective of increasing visitor spend. These can be adopted and adapted how you see fit and are suggestions only in increasing visitor expenditure in region. If you have any questions or queries, please direct them to: Paul Thompson Tourism Development Coordinator pthompson@chdc.com.au
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02 background
As part of the Central Highlands Visitor Economy strategy, it was recognised that a consistent brand story and tagline needed to be developed to unify the whole region. As part of this rebranding process, the team underwent a series of focus groups and feedback presentations to land at the creative territory of Central Queensland Highlands, Explore More. The purpose of the rebrand is to connect all corners of the 60,000km2 Central Queensland Highlands, which has never been more important than right now with COVID-19. While international borders remain closed, we recognise Australians are a captive audience to holiday closer to home, but when borders open in 2021 (or beyond) the competition stakes will become higher as the Central Queensland Highlands competes for the consumer’s search attention with the Scottish Highlands, New South Wales Southern Highlands and Tasmanian Central Highlands once more. With less share and increased competition, it’s imperative the Central Queensland Highlands presents as a united front to consumers to capture the market share of Australian travellers. That’s where this toolkit comes in.
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03 overview of explore more
The genesis of Explore More is simple – it’s an invitation to your visitors to extend their stay in region one more night. It sparks both their curiosity and lays down a challenge to discover the region. The Central Queensland Highlands is unlike any other destination, and requires the visitor to do a little more digging than merely showing up. The tagline ‘Explore More’ is as instructional as it is an invitation and leaves little room for interpretation or confusion. It’s action-orientated and direct, while also sparking the curiosity of visitors about what else they will find when they do explore more. It can be used as a statement, question and an adjective – the choice is yours in how you ask consumers to Explore More.
statement = explore more Question / Call to action = When was the last time you went outside to explore more? Adjective: All you have to do is explore more of your backyard
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04 introducing the parent brand
www.centralqueensalndhighlands.com.au @centralqueenslandhighlands #ExploreCQH
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05 Introducing the sub-brands
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06 hierarchy of brand parent brand By breaking the brand into four pillars, both operators, community and regions have the choice of using the parent brand or subbrand of their choice in their own marketing materials. In the absence of a sub-brand to suit your region, it’s recommended you use the parent brand – Central Queensland Highlands, Explore More.
regional brand
To help operators, regions and events, we have enlivened the brand story through a caption bank that can be applied and adapted to any of your marketing materials. You can download a copy of the style guide and logo assets for your use, HERE.
hero experience brand
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07 content marketing strategy
with limited budget to launch the new brand, the launch of explore more will be executed through a content marketing strategy lead by chdc. The content marketing strategy aims to use the Central Queensland Highlands own assets as much as possible to promote the region, build awareness and ultimately conversion into the region. The goal is to build the Central Queensland Highland’s own audiences to be able to communicate more freely with its target audience over time. With larger audiences, Central Queensland Highlands will be able to act as its own distribution service to consumers, reducing third-party advertising costs as their channels build.
touch points of the new brand story
consumer enewsletter
social
website
brand
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08 creative examples 1:1 tiles
WE HAVE CREATED A BANK OF EXPLORE MORE SOCIAL MEDIA TILES, WHICH ARE AVAILABLE FOR DOWNLOAD HERE. THE IMAGERY HAS BEEN CHOSEN TO COMMUNICATE THE BREADTH OF EXPERIENCES ACROSS THE CENTRAL QUEENSLAND HIGHLANDS.
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09 how to use the tiles NO MATTER WHICH BRAND YOU’RE LOOKING AT, THE CREATIVE CHOSEN FOR THESE FOUR BRANDS SHOWCASES THE HERO EXPERIENCES AND CONTENT PILLARS FOR THE REGION:
PILLAR 1
PILLAR 2
PILLAR 3
PILLAR 4
explore iconic national parks
get down to earth
uncover history and heritage
captain your own adventure
Carnarvon Gorge Blackdown Tableland
Sapphire Gemfields
Indigenous History Mining History European History Country Towns Outback Hospitality
Road trips Nomadic travel Spontaneous travel
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10 how to use the images
platform
image size
1:1
1:1
call to action (cta)
notes / hashtags and tags
it's recommended that each post include a cta
it's recommended that each post include a cta. examples include:
This could be: centralqueenslandhighlands.com.au or your own website
Tap the link in our bio
hashtags are not used on facebook
Each post should include the following hashtag in the caption:
Jump over to our DM’s for more information Hit the call / email button in our bio
#ExploreCQH If you would like to add more hashtags specific to your region and the experience, these should be added as the first comment and no more than 29 (total 30).
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11 creative examples website banners
FOR THOSE WANTING TO SKIN THEIR WEBSITE WITH THE NEW CENTRAL QUEENSLAND HIGHLANDS BRAND, WE HAVE CREATED A NUMBER OF WEBSITE BANNERS TO SUIT BOTH THE PARENT BRAND AND THE FOUR SUBBRANDS. YOU CAN ACCESS THESE TO DOWNLOAD, HERE.
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12 creative examples tactical offers WE HAVE CREATED THE FOLLOWING TACTICAL OFFERS, WHICH ARE FREQUENTLY USED IN TOURISM MARKETING TO ENCOURAGE MORE VISITORS TO EXPLORE MORE. THESE DEALS CAN BE IMPLEMENTED IN YOUR BUSINESS AS YOU SEE FIT. YOU CAN DOWNLOAD THESE HERE.
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13 how to leverage the central queensland highlands brand
Social Media is the best way to help connect you with more customers via a low cost marketing channel. The best way to do this is to post frequently to your audience and engage with the customers who are liking and commenting on your posts. The objective of social media is to build both awareness and where possible drive conversions. To help you activate the Explore More messages, a template social media caption bank has been developed to support you in communicating the key messages. All you need to do is add your own image.
We have divided them into captions suitable for the following industries, although you’re free to pick and choose and adapt the text as you see fit. Accommodation Food & Bev Fossicking Natural Attraction Galleries / Museums Tour Guide Event
social media tip When sharing content on social media, be sure to tag and hashtag Central Queensland Highlands on all of your social media posts to help leverage your destination. The Central Queensland Highlands digital marketing team will engage and share the best content. Tag @centralqueenslandhighlands Hashtag #ExploreCQH
General Business Communities
The captions are ‘plug and play’ so you can add them to your own creative (images / videos) and don’t have to worry about what to write again.
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14 caption bank - accommodation Example Caption 1:
Example Caption 2:
Example Caption 3:
Home sweet home for the night.
You know those holidays where you get back home and feel like you need a holiday from your holiday? This is not one of them!
Sure there’s plenty of things to see and do in the @centralqueenslandhighlands but when you check in with us, we’ve got plenty of reasons for you to explore more of your backyard
How are you planning on spending your time in @centralqueenslandhighlands? Not sure? We’ve got a few ideas for ways you can explore more: Go fossicking for sapphires alk on the wild side in W Carnarvon National Park eet a local at one of the M many pubs
The one thing the @centralqueenslandhighlands has in spades is relaxation. You’re free to charter your own adventure, as you explore more of the region. From our base you’ll only be:
How does that sound?
X hours from Blackdown Tableland
#ExploreCQH
X hours from Carnarvon Gorge
Onsite pool Tennis court Games room Psst – we’ve got availability this weekend too! #ExploreCQH
hours from the X Sapphire Gemfields What do you say? #ExploreCQH
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15 caption bank - food & bev Caption 1:
Caption 2:
Caption 3:
Did someone say paddock to plate?
We’re sorry #notsorry for interrupting your news feed with what lunch looks like in @centralqueenslandhighlands
“You can’t get anything healthy to eat in regional towns” said no one who has ever explored the @centralqueenslandhighlands
When you’re in the @centralqueenslandhighlands you can let your tastebuds do the exploring as you work your way around our menu which features:
Work up an appetite by exploring the region before your next meal with us by:
Beef from Central Queensland
Taking a short walk around town
Fruit from Emerald
Visiting the local museum
Dairy products sourced from North Queensland diaries #ExploreCQH
Driving the self-guided interpretive drive trail While you’re busy exploring, we’ll get busy prepping. #ExploreCQH
On our menu, you’ll find: Five salads that change daily Cold press juices and smoothies Raw treats that won’t make you feel heavy for having eaten them And perhaps most importantly, Campos beans running through our coffee machine’s veins So, I guess we’ll see you tomorrow between 6-11am? #ExploreCQH
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16 caption bank - fossicking Caption 1:
Caption 2:
Caption 3:
Some people dig for fossils, we prefer precious gems.
Kanye might have sung about being a Gold Digger, but out in the @centralqueenslandhighlands we prefer Sapphire-Diggers.
They say travel is the only thing that costs you money but leaves you richer, but what if a visit to the Central Queensland Highlands actually could leave you richer?
Next time you’re in @centralqueenslandhighlands try your hand at fossicking for a precious stone of your own. To get down to earth with us, all you need to do is pick up a fossicking license from the Visitor Information Centre, or visit one of the organised mine experiences in Sapphire as you #ExploreCQH Who knows what you’ll find as you explore more of the region?
Get your hands dirty during your next trip west, fossicking the Sapphire Gemfields. Join us, seven days a week with individual and family passes available for purchase. We’re excited to see what you uncover and discover as you #ExploreCQH
Pay a visit to our Sapphire Gemfields which are the largest Gemfields in the southern hemisphere for your chance to fossick for precious stones. Of course, if you don’t turn up any treasures, there’s always the gift store for the ultimate souvenir of the region. Then again, there’s always tomorrow for you to explore more of another fossicking site. #ExploreCQH
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17 caption bank - natural attraction Caption 1:
Caption 2:
Caption 3:
If you like your nature experiences big and bold, you’re in luck when it comes to @centralqueenslandhighlands
If they were handing out a sash and crown for the best looking national park in @queensland, this would have to be it, right?
Mother Nature proves again she’s the best landscape gardener on the [X]
The region packs a punch when it comes to natural appeal. Explore more of the region trying to tick all of these off your list: Carnarvon Gorge Blackdown Tableland Lake Nuga Nuga Fairbairn Dam See, we told you there’s more to explore! #ExploreCQH
What we love about [Carnarvon Gorge / Blackland Tableland] is:
This is [Carnarvon Gorge / Blackland Tableland] whose form has been carved out of wind and water over thousands of years.
It’s got [X] walking trails that lead to the most incredible waterholes
Tick off both during your next visit to the @centralqueenslandhighlands
You can stay close to the park, so you don’t lose half of your day in a commute to get there There’s over [x] plants and [y] animals recorded here What are you waiting for? Get out here and Explore More of the @centralqueenslandhighlands
[x] hours from Emerald [ x] hours from the Sapphire Gemfields [x] hours from Blackwater How do you plan to #ExploreCQH during your next trip west?
#ExploreCQH
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18 caption bank - galleries / museums Caption 1:
Caption 2:
Caption 3:
When it comes to history and heritage, some walls talk louder than others, don’t you think?
“Creativity takes courage” – Henry Matisse
It’s hot out there today, could we suggest some air conditioned exploration?
If you fancy yourself a history buff (you know the kind who mainlines the History Channel), make tracks to [museum] in [town] where you’ll find: [insert] [insert] [insert] Are you ready to explore the pages of history with us? #ExploreCQH
What do you think? If you find yourself in the @centralqueenslandhighlands, don’t forget to check out our favourite galleries and public artworks. [insert] [insert] [insert] You never know, as you’re exploring our landscape may well become your muse!
Join us in [gallery/museum] in [town] where you’ll find: [insert] [insert] [insert] Who ever said you had to be outside to explore more has not met [gallery/ museum] #ExploreCQH
#ExploreCQH
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19 caption bank - tour guide Caption 1:
Caption 2:
Caption 3:
As a tour guide, this is our office. Yep, we know we’re lucky.
We want to give you a little sneak peek into who our guides are who will be taking you on tour this week.
One thing you might not know about [insert tour business] is [X].
Since not all of you can visit us right now we want to share three tips for travelling more lightly on the planet that will have direct impact on this beautiful part of the world. [insert]
Meet [name], our [job title]. To help get to know [name] before you arrive we sat down with him/her to find out their favourite places to take visitors to explore:
[insert]
[insert]
[insert]
[insert]
No matter where you are, protect what more there is to explore with these handy tips. Oh, and of course, start planning a visit when you are able to. One of the best ways to protect our precious environment is to see it and understand it.
We told you there’s more to explore in the @centralqueenslandhighlands #ExploreCQH
[insert] We can’t wait to show you more when you’re here with us @centralqueenslandhighlands #ExploreCQH
#ExploreCQH
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19 caption bank - event Caption 1:
Caption 2:
Caption 3:
No plans this coming [month]? You’ve got plans now! You’re about to go exploring the @centralqueenslandhighlands
If your 2020 calendar was looking a little bare (thank you global pandemic for that one), you’ll be happy to know you can get your regional event fix next [month] when [event name] takes over the town.
If you like your country music loud, get ready to turn up the volume at [event name] held this [month]
Join us for [event details] which is held [date]. So what can you expect? Rides and attractions Food trucks and drink vans A whole lot of family fun! Hands up who is joining us for [Event Name]?
Be the first to get your hands on tickets [URL] If it’s been a while between visits you’re not going to recognise how much more there is to explore since our last event in 2019.
On the program you’ll find: [band] [band] [band] And plenty more – but you’ll need to come west to explore more! #ExploreCQH
#ExploreCQH
#ExploreCQH
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20 caption bank - general business (e.g. hairdresser, newsagent etc) Caption 1:
Caption 2:
Caption 3:
You know what we love about working in [town]?
As a [insert type of business], our happiness is your happiness.
Actually, we’ve got more than one thing to love:
And what makes us jump out of bed each day to come to work is when you:
As long-time locals (yep, we’ve been here X years), we know a thing or two about the @centralqueenslandhighlands
[add]
[add]
[add]
[add]
[add]
[add]
Exploring [add] What about you? #ExploreCQH
Support local @centralqueenslandhighlands businesses like ours Whether you’re a local or here for a flying visit, don’t forget to explore more of Central Queensland Highlands.
Even though we work in [industry] we love it when visitors come in and ask our advice about how to #ExploreCQH So if you’re looking for a locals guide, here’s our top tips: Best [insert] Best [insert] Best [insert] What have we missed?
#ExploreCQH
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21 caption bank - communities Caption 1:
Caption 2:
Caption 3:
New year, new you, possibly new place to call home? What do you say?
Do you live and work in the @centralqueenslandhighlands?
This is what we call peak hour in the @centralqueenslandhighlands
May we introduce you to the @centralqueenslandhighlands?
We want to know how much you’ve been out to explore more of your backyard?
If you’re stick of the same bumper-tobumper gridlock, could we suggest an escape to the country?
Put your hand up if you’ve ticked off the following local attractions:
You’ll find us three hours from Rockhampton, about halfway between the coastline and Longreach.
You’ll find us three hours from the coast, inland from Rockhampton. There’s so much to discover when you commit to explore more of your backyard: National Parks on your doorstep Easy road access to the north, south, east and west Quaint country towns to discover #ExploreCQH
Taken a photo with the dingo statue in Dingo Reeled in a red claw at Lake Maraboon Had a coffee at the Junction Tasted the award-winning strudel in Rubyvale
One part coast, one part country, you’ve got the best of both world to explore when you’re based in the Central Queensland Highlands. What do you say? #ExploreCQH
Across the next three weeks we’re on the lookout for our ultimate local, so make sure you play along on the hashtag #ExploreCQH
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22 where else can you find images for your social media calendar
Sign up for the Tourism & Events Queensland image gallery and search for your location Sign up for Capricorn Enterprise’s image gallery and search for your location Try free stock photography websites like Unsplash Request access to the Central Queensland Highland’s destination Dropbox Search User Generated Content on hashtag #ExploreCQH
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questions paul thompson tourism development coordinator pthompson@chdc.com.au hannah statham hannah@mediamortar.com.au rob garwood rob@firme.agency
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