BARRA SEASON IS BACK, BABY! CAMPAIGN TOOLKIT
February 2023
The purpose of this campaign toolkit is to provide you with everything you need to leverage from the 2023 ‘Barra Season is Back, Baby!’ marketing campaign.
TABLE OF CONTENTS CAMPAIGN SOURCE MARKET 4 THE CAMPAIGN 5 DIGITAL CONTENT 6 HOW TO GET INVOLVED 7 DOWNLOAD THE MEDIA KIT 8 GET SOCIAL - FEEDS 9 GET SOCIAL - CAROUSEL 10 GET SOCIAL - STORIES 11 BLOG & EDM CONTENT 12 TOURISM REGISTER 13 ROCKY HOST 14 UPDATE YOUR ATDW LISTING 15
CAMPAIGN SOURCE MARKET
With Rockhampton’s Recreational Fishing Voluntary Code of Practice now in place for 7 years, the closed season between November and January continues to give barramundi time to spawn and protect them at this vulnerable time in their life cycle. The closed season has two great benefits – preserving the species for future generations and ensuring great stocks for today’s anglers.
A strong focus on sustainable fishing has helped to make our barra fishery the envy across Australia with fishing related tourism netting more tourists year on year chasing their trophy barra PB right in the heart of our CBD.
Annually, Australians take almost 5.6 million trips to go fishing, spending a total of $670 million.
86% of participants partake in fishing activities in a regional destination, the majority preferring to drive to their destination and opting to stay at caravan parks and camping grounds.
With an average trip length of 4.6 nights, fishing travellers spend the majority of their money on food and drink and gravitate towards outdoor activities.
Generally, the market is male skewed with the average age of the adults being between 35 and 44.
Fishing and Golf: Domestic Visitor Profile, Tourism Research Australia, 2019
THE CAMPAIGN
As the largest river system on the eastern seaboard of Australia, Rockhampton’s Fitzroy River (Tunuba) is well known for being a fly in, check in and boat out in under an hour fishing destination, with anglers chasing metre plus fish in the heart of the city.
No boat? No worries! Rockhampton has a number of great fishing charters and dry boat hire options to get visitors out on the water for fully catered half and full day tours. Alternatively, visitors can fish the Fitzroy from one of the many land-based fishing platforms around the region.
Explore Rockhampton’s ‘Barra Season is Back, Baby!’ campaign is a digital and print campaign targeting mates and families. The campaign is male skewed targeting anglers locally, within the four hour drive market, North Queensland, South East Queensland and interstate.
CAMPAIGN PERIOD
1 February 2023 - 28 February 2023
TARGETED TRAVEL PERIOD
1 February 2023 - 31 October 2023
CAMPAIGN GOAL
To promote Rockhampton as the ‘Barramundi Capital’ leveraging off the trophy sized barramundi, the ability to fish in the heart of the CBD promoting boat hire, charter and land-based fishing platforms, increasing length of stay with aligning experiences such as MTB, helicopter experiences, adventure farm activities, caving, hiking and breweries.
CAMPAIGN PLAN
Web: Fishing the Fitzroy webpage with promotional video
Billboard: Fitzroy+East Street
Social: Organic promotion across Facebook and Instagram + paid ads into QLD, NSW and NZ
SEM: Targeting fishing enthusiasts in QLD and NSW
Print: Half page ad in NAFA Magazine (February ‘23 issue)
ESTIMATED CAMPAIGN REACH: 2M+
DIGITAL CONTENT
To complement the campaign, digital ads have been developed for various platforms across the region, making use of campaign hero imagery.
All digital assests point back to the campaign landing page at fishingthefitzroy.com.au
HOW TO GET INVOLVED
DOWNLOAD THE MEDIA KIT
The ‘Barra Serason is back, Baby!’ media kit includes a 40 second promotional video, b-roll footage, hero images and branded social tiles.
DOWNLOAD
GET SOCIAL
SOCIAL FEEDS
Example copy IG:
Barra Season is back, Baby!
Head over to fishingthefitzroy.com.au to get in on the action and plan your next fishing trip to Rockhampton.
Example copy FB:
Barra Season is back, Baby!
Head over to fishingthefitzroy.com.au to get in on the action and plan your next fishing trip to Rockhampton.
Happy fishing!
Instagram feed
Facebook feed
You can get behind the campaign and inspire the target market by posting our campaign hero images and videos to your social feeds along with messaging that puts your product/experience front of mind.
Be sure to credit or tag @explorerockhampton and @fishingthefitzroy and use our #explorerockhampton and #fishingthefitzroy hashtags.
Barra Season is back, Baby! Head over to fishingthefitzroy.com.au to get in on the action and plan your next fishing trip Rockhampton. #ExploreRockhampton #FishingTheFitzroy
GET SOCIAL
SOCIAL CAROUSEL
Example copy IG: Whether it’s with a boat in tow, booking a charter or dry hire boat, or fishing from one of the many land based fishing platforms, we encourage your guests to jump onto www.fishingthefitzroy.com.au to find out more, sign up to our Voluntary Code of Practice and help them plan their next fishing trip to the barra capital now.
Be sure to credit or tag @explorerockhampton and @fishingthefitzroy and use our #explorerockhampton and #fishingthefitzroy hashtags.
A Facebook or Instagram carousel (multiple images on one post) is a great format to tempt your customers with the range of experiences you have to offer or by promoting the wider region – appealing to all different types of visitors.
Instagram carousel - lean more about Instagram carousels
Rockhampton may be best known as the Barramundi Capital but the Fitzroy River is also home to some monster hard-fighting king threadfin, making Rocky the perfect destination for keen anglers to get in on Fishing The Fitzroy’s $10K Thready Competition whilst you are in town. #ExploreRockhampton #FishingTheFitzroy
GET SOCIAL
SOCIAL STORIES
Social media stories are made up of typically 10-15 second photo or video clips that give people a quick glimpse into a business, person or experience and disappears after 24 hours.
Use the stories feature to upload an image or video related to the product/ experience you have on offer, or utilise the footage in the campaign media kit. If you’d like to feature more than one experience or promote the wider region, you can use the ‘layout’ feature available on the left toolbar when creating your story to include multiple images in your style of grid.
Social media stories - lean more about social media stories
BLOGS & EDM CONTENT
Blogs are a great way to inspire travellers in the dreaming phase of their holiday planning and help tell the story of the Rockhampton Region.
Housed on explorerockhampton.com.au, Explore Rockhampton has curated over 50 blogs, with many appealing to family travellers.
Make use of these blogs across your social media and EDM platforms.
TOURISM REGISTER
Ensure you have completed Advance Rockhampton’s Tourism Register.
The Tourism Register allows your business to provide details about the goods, services and experiences you provide that could be aligned with travel ambassadors, influencers, famils, magazine publications, blogs, itineraries and general tourism promotional opportunities that Advance Rockhampton facilitate.
The Tourism Register is free and able to be completed year round via advancerockhampton.com.au.
REGISTER NOW
REFRESH WITH ROCKY HOST
Make sure your team members are up to date with Advance Rockhampton’s Rocky Host Program.
The ‘Rocky Host’ program is an educational series of fact sheets created for front-line service operators in the Rockhampton region to ensure, as a region, we are providing the best possible service and information to our visitors.
Explore Rockhampton is the consumer-facing tourism brand for our region, and as the destination marketing specialists, we believe that each and every frontline worker in the Rockhampton region is our face and our voice. Whether you are the local barista, mechanic, taxi driver or receptionist –
YOU are a ‘Rocky Host’ ambassador and play a vital part in promoting our region.
Simply download the fact sheets and study them at your own pace. Each fact sheet will lead you to other resources that you might find useful, particularly when pointing visitors in the right direction for information.
Once you have completed the series, contact us to claim your free Certificate of Completion and ‘Destination Expert’ lapel badge.
UPDATE YOUR ATDW LISTING
It’s recommended to update your ATDW Profile regularly and in line with campaigns that you choose to align with.
1. Login to www.ATDW-Online.com.au with your email address and password.
2. From your ATDW Dashboard, click Update on the ATDW Profile you would like to update.
3. Navigate through the available information fields by either:
4. Scroll to the bottom of the page and click the Next Step button to navigate through every information field,
5. Click the Summary in the top right to see an overview of your ATDW Profile’s information and click the pencil icon to edit the section, or
6. Selecting the relevant information section from the Orange Menu on the left.
7. Use the Summary button to see the overview of all your ATDW Profile’s information check for any further updates.
8. Click on Send for Review when you have finished updating your Profile.
9. Your ATDW Profile will be sent for review and approved shortly afterwards
Let visitors know your product is COVID Safe by selecting the applicable COVID accreditation for your business. This will be displayed on applicable distributor websites alongside your other ATDW Profile information.
To mark your product as COVID Safe:
1. Click Update on the relevant ATDW Profile.
2. From the Orange Menu select the Accreditation section.
3. Tick any of the three applicable COVID Accreditations that apply to your business:
• COVID Safe - Government COVID Safe compliant
• COVID Clean - Completed the ATIC program
• COVID Ready - Completed the ATEC program
Source: Tourism Australia
4. Click Send for Review once you have completed your updates.
We look forward to working with you to attract more visitors to our region.
February 2023
THANK YOU
