Curb your caravan in Rockhampton | Campaign Toolkit

CURB YOUR CARAVAN IN ROCKHAMPTON CAMPAIGN TOOLKIT March 2022

The purpose of this campaign toolkit is to provide you with everything you need to leverage Explore Rockhampton’s 2022 ‘Curb Your Caravan in Rockhampton’ campaign.

TABLE OF CONTENTS CAMPAIGN SOURCE MARKET 4 THE CAMPAIGN 5 PRINT & 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

Spending $12.2 billion in domestic travel across the country in 2019¹, Australian’s aged over 55 represent one of the biggest opportunities in domestic tourism recovery.

Traveller profile²: • Older non-working travellers • Mostly travel for leisure and to visit friends and relatives • Average trip length is 5.1 nights • Mostly opt for driving to a destination • Frequently visited accommodation include caravan and camping grounds, standard hotels and rented houses or self-contained apartments • Spend on average $123 per night

1 Tourism Research Australia visitor profiles 2 Tourism Research Australia ‘Older Non-Working’ traveller profile

THE CAMPAIGN

The Rockhampton Region is a popular holiday destination amongst nomads, especially towards the middle of the year when the region sees an influx of caravans escaping the winter months down south.

The ‘Curb Your Caravan in Rockhampton’ campaign is a digital and print campaign aimed at driving visitation amongst mature-aged travellers, increasing visitor numbers and spend throughout our region over winter.

CAMPAIGN PERIOD March - May 2022

TARGETED TRAVEL PERIOD June - August 2022

CAMPAIGN GOAL

To promote Rockhampton amongst nomads as the perfect destination to curb a caravan during their next winter escape to the Sunshine State.

CAMPAIGN PLAN

Web: Campaign landing page created with blogs, itineraries and experiences Social: Promotion across Facebook and Instagram paid ads and

organic posts into southern states and SEQ Print: Full page ad and 800 word editorial in ‘Life Begins At’ autumn publication Digital: Sponsored content and ads on lifebeginsat.com.au, solus EDM SEM: Targeting market in southern states and SEQ

ESTIMATED CAMPAIGN REACH: 440K+

PRINT & DIGITAL PAID CONTENT

Key print and digital content has been developed, making use of campaign hero imagery.

All digital assests will point back to campaign landing page at explorerockhampton.com.au/nomads.

Full page print ad

Digital sponsored content

Website leaderboard banners

HOW TO GET INVOLVED

DOWNLOAD THE MEDIA KIT

The Explore Rockhampton nomads media kit inlcludes a two minute and also a 30 second promotional video that follows two mature-aged couples around the region in their caravans. The videos are supported by a series of key hero images and video reels.

DOWNLOAD

GET SOCIAL SOCIAL FEEDS

You can get behind the campaign and inspire the nomad market by posting our campaign hero images and videos to your social feeds along with messaging that puts your product/experience front of mind.

Instagram feed Example copy IG: Curb your caravan in Rockhampton this winter and discover (insert your product or experience). Tap the link in our bio to find out more. #ExploreRockhampton

Example copy FB: Curb your caravan in Rockhampton this winter where the average temp is 24 degrees. And what better addition to your itinerary than (insert your product or experience). Visit (insert link to your website) for more information and book now.

Be sure to credit or tag @explorerockhampton and use our #explorerockhampton hashtag.

Facebook feed

GET SOCIAL SOCIAL CAROUSEL

Example copy IG: Bubs, boats and beef... Explore the Rockhampton Zoo, jump aboard a river cruise and dig into a juicy steak when you curb your caravan in @explorerockhampton this winter.

Tap the link in our bio to find out more. #ExploreRockhampton

Example copy FB: Bubs, boats and beef... Discover more when you curb your caravan in @ExploreRockhampton this winter. Visit the Rockhampton Zoo, jump aboard a sunset river cruise and finish up with a delicious steak in the Beef Capital. Visit explorerockhampton.com.au for more inspiration for your trip.

Be sure to credit or tag @explorerockhampton and use our #explorerockhampton hashtag.

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 nomads.

Instagram carousel - lean more about Instagram carousels

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 (or person) and disappear 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 40 blogs, with many appealing to the nomad traveller.

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 below 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.

Source: Tourism Australia

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 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.

THANK YOU

March 2022