Aussies encouraged to escape to the Tropics

Thu 20 May

Aussies encouraged to escape to the Tropics

A new domestic tourism marketing campaign, is urging Aussies to put winter on ice and head north to defrost in Queensland's Tropical North, Tourism Minister Peter Lawlor announced today.


Mr Lawlor said the $200,000 tourism marketing campaign was the latest initiative in a series of aggressive marketing activities coordinated by Tourism Queensland in an attempt to tempt more Aussie holidaymakers to the destination.  "During the past 18 months Tourism Queensland's focus has been on hard-hitting tactical campaigns aimed at driving bookings for tourism operators," Mr Lawlor said.


"This approach has proved to be particularly successful for the region with more than 1.5 million Aussies visiting Tropical North Queensland in 2009, increasing spending $1.7 billion, 23 percent more than during the year before.  This campaign is about continuing that momentum and luring holidaymakers to the region while the mercury across the rest of Australia begins to drop."


"In short, it's essential that we continue campaigns such as this that encourage Aussies to rediscover the wonders of Tropical North Queensland's World Heritage-listed reef and rainforest experiences."


Parliamentary Secretary for Tourism and Member for Barron River Steve Wettenhall said the 'Book a tropical escape and put winter on ice' campaign incorporated more than 33 operators and included print, online and radio components.  "The campaign is well positioned to offer southerners competitive deals, showcasing Cairns and the Great Barrier Reef, Palm Cove, Port Douglas, Daintree and Mission Beach," he said.


"Residents in Sydney, Melbourne and Brisbane will be bombarded with images of warm tropical beaches and the laidback Tropical North Queensland lifestyle and can expect to receive some great savings such as a three night Port Douglas escape from $79.50 per person, per night.  Funding for the campaign has been made available a s part of the Tourism Action Plan to 2012 which will guide Queensland's tourism strategy, help drive more visitors from around the world to holiday in Queensland and support Queensland jobs."


The campaign deals will be available between 16 - 23 May for travel available until October 2010.