Destination & Events Marketing

The Capricorn region is marketed; as a destination, for events, experiences and holiday offers to trade and consumer audiences in domestic (and international) markets. The aim of this tourism marketing is to attract more visitors to the state, increase length of stay and encourage higher levels of expenditure.

#5 ACTIONS PARTNERS (bold to lead)

5.1 Use consumer trend information and research data to inform the targeting of a balanced portfolio of markets that match our competitive strengths and delivers solid return on investment. CE TEQ TA

5.2 Create marketing material and digital assets that resonates with the identified target audiences by continuing to work with content creators (writers, influencers, photographers).

CE

Private sector

5.3 Lead the region with a strong digital presence to ensure the destination is showcased in the best possible manner through various digital social media platforms, online channels and the various destination websites. CE TEQ Private sector

5.4 Develop and implement multi media campaigns including quality marketing material (including, but not limited to, printed collateral, billboards, maps, guides and electronic direct mail) in a manner that highlights our region’s point of difference in the crowded marketplace.

Encourage the use of emerging virtual reality and digital platforms to enhance the visitor experience. CE TEQ Private sector

5.5 Continue to work collaboratively with other destinations within the Southern Great Barrier Reef marketing partnership in the most effective way to deliver return on investment. This includes a partnership to align activities at consumer and trade shows, particularly for targeting international markets. CE, BT, GAPDL Private sector TEQ

Destination & Events Marketing cont.

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ACTIONS

5.6 Work collaboratively with neighboring Local and Regional Tourism Organisations, Local Government, Stakeholders, and community organisations across Central Queensland.

5.7 Promote the key drive touring routes (Great Inland Way, Australia’s Country Way, Outback Way, “Dig The Tropic”, Leichhardt Highway, and Pacific Coast Touring Route) into the Capricorn region and promote drive itineraries in order to drive consumer engagement and conversion.

PARTNERS (bold to lead)

CE LSC RRC CHRC/CHDC MMPAD WASC OQTA CE TEQ Highway committees Industry Associations Private Sector

5.8 Engage with relevant organizations within the precincts to encourage dispersal throughout the region and leverage regional partnerships by supporting marketing and branding projects, for example: 1. Encourage the Livingstone Shire Council’s plan for a name change to Capricorn Coast Regional Council 2. Support the the brand story for the Central QLD Highlands 3. Repositioning of Rockhampton as the Barra and Beef capital

5.9 Facilitate the attraction of visitors and encourage an increase to length of stay through supporting regional destination events. CE Local Govt Private sector

Event Organisers

TEQ (QDEP) CE

5.10 Work in partnership with industry and the public sector to support and encourage the growth of niche markets, and expand opportunities to develop additional visitor expenditure from target markets such as: • Geo-tourism (Dig The Tropic) • Caravan and camping • Taste Capricorn Coast / Capricorn Coast Food Trail • Farm stays • Recreational fishing • Education tourism • Wellness • Eco-tourism • Arts and Culture • Heritage • Diving and reef experiences • Indigenous Tourism CE Industry associations Private sector

Rockhampton Show

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ACTIONS

5.11 Commission and host famils for domestic and international tourism bodies including: • Tourism trade • Agents • VIPs • Influencers 5.12 Support the active targeting of business, sports, and leisure events as well as pre/post business travel experiences. This will encourage greater length of stay, grow the visitor economy, and leverage the development of the Convention Centre at Keppel Bay Sailing Club and Stadium.

5.13 Assist with the development with fly / drive packages for the destination by continuing to assist operators in growing trade distribution capacity. 5.14 Plan and imlement the gradual rebranding for the Capricorn Region to ‘Central Queensland Southern Great Barrier Reef’

PARTNERS (bold to lead) CE

Private sector

Sporting clubs Private sector CE LGA

Private sector Airlines & Airport Owners CE CE