CAMPAIGN CONCEPT
Just a short drive from the city, Moreton Bay is Brisbane’s ultimate playground—a place where adventure meets relaxation, and the coastline comes alive with endless opportunities. Whether you're craving action on the water or a peaceful escape into nature, Moreton Bay is your perfect getaway, right on Brisbane’s doorstep.
This campaign encourages residents of Brisbane and surrounding areas to embark on road trips to explore the diverse attractions that the region has to offer and consider staying a little longer. Through a strategic combination of marketing channels, as well as leveraging signature events, the campaign aims to inspire travel and discovery within Moreton Bay's stunning landscapes.
Timing:
- Phase 1: Week commencing 11 November to 13 December
- Phase 2: 6 January to 3 February
Key Objectives
- Increase Awareness: Raise awareness of Moreton Bay as a prime summer destination, focused on showcasing and uncovering why Moreton Bay is Brisbane’s Playground.
- Boost Visitation: Drive visitation to Moreton Bay pre and post summer school holidays from Brisbane and neighbouring areas.
- Encourage Longer Stays: Promote extended stays by highlighting diverse activities and attractions suitable for families and couples.
Target Audience:
The campaign targets residents of Brisbane and surrounding areas within the Southeast Queensland region who are seeking accessible and rewarding travel experiences. The audience includes families, couples, and adventure enthusiasts interested in exploring nature, outdoor activities, and cultural attractions within a short driving distance from their homes.
Buy-in Packages:
By joining the Summer Campaign, 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 $40,000 invested in out-of-home advertising—think large format billboards, street furniture, and prime shopping centre spots—and $70,000 in other media channels, including social media, Google ads, radio, and digital display, your brand will have major visibility. Please note, to be involved you need to provide an attractive deal for your product.
Essential Package ($500 buy-in):
- Deal Listing on the Campaign Page: Your deal will be featured on a dedicated summer campaign webpage (visitmoretonbay.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.
- 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:
THIS PACKAGE IS FULLY BOOKED
- Deal Listing on the Campaign Page: Your deal will be featured on a dedicated summer campaign webpage (visitmoretonbay.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.
- 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.
- 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.
- 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 reach out to our Destination Marketing Specialist Alyssa Turner.
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