That's Deliciously Moreton

Expressions of Interest Now Open for Visit Moreton Bay Region's Marquee Destination Campaign.

Visit Moreton Bay Region's 2023 Marquee Destination campaign is set to launch in conjunction with the brand refresh this June. The campaign and brand re-fresh will feature across paid and organic digital media, direct marketing, print advertisement, social media influencer and user generated content (UGC) engagement, outdoor and retail advertisements, event signage, and PR activities. The campaign will be delivered in four phases: Launch, Amplify, Remarketing & Engagement, and Always on. Encouraging out-of-region visitation, showcasing how delicious Moreton Bay really is.

Campaign Overview

In 2023 Visit Moreton Bay Region was rebranded with the aim to be more distinct and disruptive in the market. The new brand with adopt the tagline ‘That’s Deliciously Moreton’. The marquee destination campaign for 2023 will run with the primary purpose of launching the new Visit Moreton Bay Region in market. The campaign will leverage the storytelling elements of the new brand and will run from June to August 2023 primarily targeting SEQ drive market, with secondary markets from greater SEQ and interstate.

Marketing Mix

• Product - Rebrand and market repositioning of destination brand - Visit Moreton Bay Region. A wide range of tourism operators and natural assets contribute to this product/offering
• Price - Product price varies, a long-term objective of the brand repositioning is to increase yield by encouraging visitors to spend more time and money in region when visiting.
• Promotion - Promotional activities will include digital (social media, search, display, remarketing), outdoor (OOH), print, stakeholder engagement, operator campaign buy-in and retail.
• Process - Strong emphasis will be placed on customer journey mapping from promotion to user experience, and bookable product conversion and/or product subscription.

Marketing Activity

Marketing activity for this campaign will include a mix of the following:

• Website, social media and digital assets all updated with ‘That’s Deliciously Moreton’ branding.
• SEO strategy implemented.
• Campaign Itineraries launched on website.
• Organic and Paid social media strategy:
  • Facebook - @visitmoretonbayregion
  • Instagram - @visitmoretonbayregion
  • TikTok - @visitmoretonbayregion
  • Youtube - @visitmoretonbayregion
    
• Google ads campaign.
• Digital billboard advertising.
• Competitions.
• Email campaigns.

Campaign Timeframes

This campaign will run from 1 June to 28 August and on-wards.

• Phase 1 - Launch | June 1 - June 18
• Phase 2 - Amplify | June 19 - July 23
• Phase 3 - Remarketing and Engagement | July 24 - August 27
• Phase 4 - Always On | From August 28

How can you be involved?

• Use Media kits and assets made available for industry from 1 June.
• Become familiar with brand guidelines developed and available for industry, available from 1 June.
• Sharing content from Visit Moreton Bay region social platforms and website onto owned social media platforms.
• Using #visitmoretonbay and #thatsdeliciouslymoreton on social media posts.
• Promoting Visit Moreton Bay platforms as a place to get inspired about visiting Moreton Bay region, via links from own website and email campaigns.
• Participate in campaign buy in

Campaign Buy-In

We are currently seeking expressions of interest across three different opportunities for tourism operators in the region to buy-in.

1. In-kind contribution - if you have a business or service that can offer a content creator/Influencer, for example, a hotel can offer overnight stay with no charge to MBRIT or the influencer. Types of tourism businesses that can participate in this buy-in opportunity:
   1. Accommodation
   2. Experience provider (such as a tour)
   3. Hospitality
2. Media buy-in - financially contribute to a media package
   1. TEQ (via IMATE)
   2. Social Media Paid Ad Campaign
3. Featured on Visit Moreton Bay Region's Website and in Print Publications Packages/Deals - tiered scale of costs for this, information to be released soon.
   1. Accommodation
   2. Experience provider (such as a tour)
   3. Hospitality
      

If this is something you might be interested in and would like to know more information, please fill out the EOI form to be considered for featuring in this campaign.