Client: Southern Queensland Country Tourism.
One of the larger projects I have worked on whilst employed with Southern Queensland Country Tourism (SQC) is their recent Summer advertising campaign, promoting the region to visitors over the December 2021- January-2022 holidays.
Working closely with our social media agency Media Mortar, we developed the co-operative campaign in conjunction with input from five of the six regional councils within the SQC region.
Our objective was to get visitors to come to the country for their summer holiday, driving desire for a clean green vacation away from crowded coasts and cities. Having come off the back of 18 months of travel hesitancy and border closures due to Covid, our target market was focused on intrastate travellers (those within Queensland).
The tagline spoke to our primary audience of decision makers for holidays – mums. By promoting the regions dominant asset of nature based experiences, this campaign was designed to get families booking a safe and natural holiday. Each region supplied their hero experiences and products and we planned an 8 week roll out of the campaign.
Commencing mid October, the campaign delivered 6 blogs each with a focus specific to a council region: “Harvest” focused on food and seasonal produce; “Natural experiences” focused on hikes and getting outdoors; “Adventure” focused on more adrenalin based activities; “Getting up close to nature” focused on farmstays and animals.
Driving traffic to these blogs from a campaign landing page, we sent out weekly EDM’s (Emails) to our database and had Facebook advertising in market for the South East Queensland metro region. SEO was optimised for search terms and targeting the right audiences.
Most of the imagery we used was supplied by each council who took part in the co-op campaign, or we used photos from SQC’s existing image library. The visual presentation of the campaign followed a design brief which stated which colours to use for each regions content, and followed the SQC brand guidelines for fonts and other design elements.
A campaign of this size does involve a lot of planning and multiple parties to create and deliver the content, however when the product is as good as SQC – with rich imagery and an abundance of experiences to write about, it’s never a chore to execute.
Have a look at the blogs we put together:
Southern Downs and Granite Belt – Harvest and produce in nature
Western Downs – The best nature experiences
Goondiwindi Region – The best nature walks
Toowoomba Region – Adventure at its best
South Burnett – Wake up in nature
Here’s some of the organic social posts from the campaign.
