Fishing The Fitzroy's $10K Thready Competition | Campaign Toolkit

The purpose of this campaign toolkit is to provide you with everything you need to leverage the 2022 ‘Fishing The Fitzroy’s $10K Thready Competition’.

CAMPAIGN SOURCE MARKET

Annually, Australians take almost 5.6 million trips to go fishing, spending a total of $670 million.

86% of participants partake in fishing activities in a regional destination, the majority preferring to drive to their destination and opting to stay at caravan parks and camping grounds.

With an average trip length of 4.6 nights, fishing travellers spend the majority of their money on food and drink and gravitate towards outdoor activities.

January is the most popular month for fishing trips with Queensland, New South Wales and Victoria being the most popular states to visit for fishing.

Generally, the market is male skewed with the average age of the adults being between 35 and 44.

Fishing and Golf: Domestic Visitor Profile, Tourism Research Australia, 2019

THE CAMPAIGN

As the largest river system on the eastern seaboard of Australia, Rockhampton’s Fitzroy River (Tunuba) is well known for being a fly in, check in and boat out in under an hour fishing destination, with anglers chasing metre plus fish in the heart of the city.

Rockhampton may be best known as the Barramundi Capital but the Fitzroy River (Tunuba) is also home to monster hard-fighting king threadfin, making Rockhampton the perfect destination for keen anglers to get in on the region’s richest competition, Fishing The Fitzroy’s $10K Thready.

No boat? No worries! Rockhampton has a number of great fishing charters and dry boat hire options to get visitors out on the water for fully catered half and full day tours. Alternatively, visitors can fish the Fitzroy from one of the many land-based fishing platforms around the region.

CAMPAIGN PERIOD 1 November 2022 - 31 January 2023

TARGETED TRAVEL PERIOD November 2022 - January 2023

CAMPAIGN GOAL

To drive fishing tourism during the barramundi close season, promote fishing for king threadfin salmon and showcase Rockhampton as a year-round fishing destination

CAMPAIGN PLAN

Web: Campaign landing page created with promotional video + registration link

Social: Organic promotion across Facebook and Instagram + paid ads into QLD and NSW

SEM: Targeting fishing enthusiasts in QLD and NSW TV: 30 second commercial played on WIN, TEN and Sky News across QLD Radio: 30 second commercial played on Triple M & Hit FM across the 4 hour drive market

Print: Half page ad in Fish & Boat magazine (November ‘22 issue)

ESTIMATED CAMPAIGN REACH: 2M+

DIGITAL CONTENT

To complement the campaign, digital ads have been developed for various platforms across the region, making use of campaign hero imagery.

All digital assests point back to the campaign landing page at fishingthefitzroy.com.au

HOW TO GET INVOLVED

DOWNLOAD THE MEDIA KIT

‘Fishing The Fitzroy’s $10K Thready Competition’ media kit includes a 40 second promotional video, hero images, branded social tiles, competition terms & conditions and FAQs.

GET SOCIAL

SOCIAL FEEDS

Example copy IG:

Fishing The Fitzroy’s $10K Thready Competition is back, with a $10,000 cash prize up for grabs for the first person to catch a tagged king threadfin in the Fiztroy River.

Head over to fishingthefitzroy.com.au to get in on the action and plan your next fishing trip to Rockhampton.

Example copy FB: Rockhampton’s Fitzroy River is looking for a new king, and it could be you!

Fishing The Fitzroy’s $10K Thready Competition is back and is open to anglers of all skill levels, from novices to experts, with a $10,000 cash prize up for grabs for the first person to catch a tagged king threadfin in the Fiztroy River.

Head over to fishingthefitzroy.com.au to get in on the action and plan your next fishing trip to Rockhampton.

Happy fishing!

You can get behind the campaign and inspire the target market by posting our campaign hero images and videos to your social feeds along with messaging that puts your product/experience front of mind.

Be sure to credit or tag @explorerockhampton and @fishingthefitzroy and use our #explorerockhampton and #fishingthefitzroy hashtags.

Instagram feed Facebook feed

Fishing The Fitzroy’s $10K Thready Comp is back, with a $10,000 cash prize up for grabs for the first person to catch a tagged king threadfin in the Fitzroy River. Head over to fishingthefitzroy.com.au to get in on the action and plan your next fishing trip to Rockhampton. #ExploreRockhampton #FishingTheFitzroy

Rockhampton’s Fitzroy River is looking for a new king, and it could be you! @FishingTheFitzroy’s $10K Thready Competition is back and is open to anglers of all skills levels, from novices to experts, with a $10,000 cash prize up for grabs for the first person to catch a tagged king threadfin in the Fitzroy River.

Head over to fishingthefitzroy.com.au to get in on the action and plan your next fishing trip to Rockhampton. Happy fishing!

#ExploreRockhampton #FishingTheFitzroy

A Facebook or Instagram carousel (multiple images on one post) is a great format to tempt your customers with the range of experiences you have to offer or by promoting the wider region – appealing to all different types of visitors.SOCIAL CAROUSEL

GET SOCIAL

Example copy IG:

Rockhampton may be best known as the Barramundi Capital but the Fitzroy River is also home to some monster hard-fighting king threadfin, making Rocky the perfect destination for keen anglers to get in on Fishing The Fitzroy’s $10K Thready Competition whilst you are in town.

Be sure to credit or tag @explorerockhampton and @fishingthefitzroy and use our #explorerockhampton and #fishingthefitzroy hashtags.

Instagram carousel - lean more about Instagram carousels

GET SOCIAL

SOCIAL STORIES

Social media stories are made up of typically 10-15 second photo or video clips that give people a quick glimpse into a business, person or experience and disappears after 24 hours.

Use the stories feature to upload an image or video related to the product/ experience you have on offer, or utilise the footage in the campaign media kit. If you’d like to feature more than one experience or promote the wider region, you can use the ‘layout’ feature available on the left toolbar when creating your story to include multiple images in your style of grid.

Social media stories - lean more about social media stories

BLOGS & EDM CONTENT

Blogs are a great way to inspire travellers in the dreaming phase of their holiday planning and help tell the story of the Rockhampton Region.

Housed on explorerockhampton.com.au, Explore Rockhampton has curated over 50 blogs, with many appealing to family travellers.

Make use of these blogs across your social media and EDM platforms.

TOURISM REGISTER

Ensure you have completed Advance Rockhampton’s Tourism Register.

The Tourism Register allows your business to provide details about the goods, services and experiences you provide that could be aligned with travel ambassadors, influencers, famils, magazine publications, blogs, itineraries and general tourism promotional opportunities that Advance Rockhampton facilitate.

The Tourism Register is free and able to be completed year round via advancerockhampton.com.au.

REFRESH WITH ROCKY HOST

Make sure your team members are up to date with Advance Rockhampton’s Rocky Host Program.

The ‘Rocky Host’ program is an educational series of fact sheets created for front-line service operators in the Rockhampton region to ensure, as a region, we are providing the best possible service and information to our visitors.

Explore Rockhampton is the consumer-facing tourism brand for our region, and as the destination marketing specialists, we believe that each and every frontline worker in the Rockhampton region is our face and our voice. Whether you are the local barista, mechanic, taxi driver or receptionist –YOU are a ‘Rocky Host’ ambassador and play a vital part in promoting our region.

Simply download the fact sheets and study them at your own pace. Each fact sheet will lead you to other resources that you might find useful, particularly when pointing visitors in the right direction for information.

Once you have completed the series, contact us to claim your free Certificate of Completion and ‘Destination Expert’ lapel badge.

UPDATE YOUR ATDW LISTING

Australia

It’s recommended to update your ATDW Profile regularly and in line with campaigns that you choose to align with.

1. Login to www.ATDW-Online.com.au with your email address and password.

2. From your ATDW Dashboard, click Update on the ATDW Profile you would like to update.

3. Navigate through the available information fields by either:

4. Scroll to the bottom of the page and click the Next Step button to navigate through every information field,

5. Click the Summary in the top right to see an overview of your ATDW Profile’s information and click the pencil icon to edit the section, or

6. Selecting the relevant information section from the Orange Menu on the left.

7. Use the Summary button to see the overview of all your ATDW Profile’s information check for any further updates.

8. Click on Send for Review when you have finished updating your Profile.

9. Your ATDW Profile will be sent for review and approved shortly afterwards

Let visitors know your product is COVID Safe by selecting the applicable COVID accreditation for your business. This will be displayed on applicable distributor websites alongside your other ATDW Profile information.

To mark your product as COVID Safe:

1. Click Update on the relevant ATDW Profile.

2. From the Orange Menu select the Accreditation section.

3. Tick any of the three applicable COVID Accreditations that apply to your business:

• COVID Safe - Government COVID Safe compliant

• COVID Clean - Completed the ATIC program

• COVID Ready - Completed the ATEC program

4. Click Send for Review once you have completed your updates.

We look forward to working with you to attract more visitors to our region.

YOU