2025 Hero Campaign

CAMPAIGN CONCEPT

As the cooler months set in, Just Down The Road invites South East Queensland and Northern NSW travellers to discover the hidden gems of Moreton Bay—just a short trip away. In-market from April to June 2025, this campaign highlights the region’s autumn and winter experiences, encouraging short getaways, day trips, and weekend escapes.

From witnessing the breathtaking whale migration on the coast to cosy farm stays, boutique wineries, and charming hinterland retreats, this campaign showcases the perfect mix of adventure and relaxation. Whether it’s indulging in fresh local produce, exploring scenic trails, or warming up with a glass of wine by the fire, Moreton Bay offers something for every traveller.

Through a multi-channel media approach, including digital, social, audio, and out-of-home advertising, the campaign will drive awareness and inspire visitors to make the most of the season—without venturing too far from home.

Moreton Bay is calling—this autumn and winter, it’s all Just Down The Road.

Timing:

• 7 April - 30 June 2025

Key Objectives:

Drive awareness of Moreton Bay as a holiday destination, showcase the diverse range of experiences and boost visitation to the region through targeted digital and traditional media channels.

Target Audience:

The campaign targets residents of SEQ and Northern NSW who are seeking accessible and rewarding travel experiences. Our primary audience is families and secondary is couples, interested in exploring nature, outdoor activities, family-friendly and cultural attractions within a short driving distance from their homes.

Buy-in Packages:

By being involved in Just Down The Road, you'll tap into a powerful wave of marketing activity that’s already set to captivate consumers. Your buy-in will put your product in the spotlight, reaching customers directed to our campaign landing page. With a significant investment in out-of-home advertising—think large format billboards, street furniture, and prime shopping centre spots, social media, Google ads, radio, Urban List partnership and digital display, your brand will have major visibility.

Please note, to be involved you need to provide an attractive deal for your product and it must be listed on ATDW.

Instructions on how to load a deal can be found here.

Essential Package ($500 buy-in):

1. Deal Listing on the Campaign Page: Your deal will be featured on a dedicated Just Down The Road campaign webpage (visitmoretonbayregion.com.au), where potential visitors can easily discover your deal. All traffic from paid marketing activity will be sent to this page during the campaign.
2. Social Media Ad: A targeted $500 ad on Facebook and Instagram will promote your business directly to potential visitors, focusing on key demographics to boost visibility, implemented by a dedicated media planning and buying team. You will be leveraging the buying power and audience insights used for Queensland.com.

Premium Package ($2,000 buy-in) – limited to 4 participants:

1. Deal Listing on the Campaign Page: Your deal will be featured on a dedicated Just Down The Road campaign webpage (visitmoretonbayregion.com.au), where potential visitors can easily discover your deal. All traffic from paid marketing activity will be sent to this page during the summer campaign.
2. Social Media Ad: A targeted $1000 ad on Facebook and Instagram will promote your business directly to potential visitors, focusing on key demographics to boost visibility, implemented by a dedicated media planning and buying team. You will be leveraging the buying power and audience insights used for Queensland.com.
3. Banner Advertisement on the Website (valued at $2,500): Your business will get premium exposure with a prominent banner ad on the website, ensuring high visibility among visitors.
4. EDM Placement to Consumer Database (valued at $2,500): Your deal will be featured in an exclusive email sent to a large consumer database, reaching thousands of potential customers directly in their inbox.

If you would like to be involved, please complete this form.