Just Down The Road

Just Down the Road…

CAMPAIGN CONCEPT

This is a campaign targeting the Brisbane, Southeast Queensland (SEQ) & intrastate markets , emphasizing the proximity and accessibility of hero pillar destinations within the Moreton Bay Region. 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 digital, radio and out-of-home paid advertising, as well as leveraging signature events like the commencement of whale watching season, the campaign aims to inspire travel and discovery within Moreton Bay's stunning landscapes.

KEY OBJECTIVES

1. Increase awareness about the hero pillar destinations in the Moreton Bay Region.
2. Highlight the convenience and accessibility of these destinations for day trips or weekend getaways via road travel.
3. Drive visitation and overnight stays within the hero pillar destinations, ultimately boosting tourism within the region.
4. Capitalise on signature events, such as the commencement of whale watching season, to attract visitors and drive participation in local activities.

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.

Assets:

• Brand new 30sec Hero TVC + 3x Precinct videos - HERE
• Digital and OOH Billboard assets HERE
  • 2 weeks of mixed OOHcreative then we will go to 1 week concentrating on the launch of whale season commencing May 27 – June 6
  • Urban List take over from the 6^th branded articles, social posts and pre-roll video run, of the hero TVC + The 3x 30/15sec precinct videos
• Brand new campaign landing page has been built
  • https://www.visitmoretonbayregion.com.au/just-down-the-road
• Campaign Logos - HERE
• June 15^th – 27^th we have the B105 run of station + weekend and drive sponsored ads (schedule attached)
• A strong paid social media campaign will be run through Visit Moreton Bay socials and paid channels.