2023 ‘ULTIMATE MATES TRIP’ CAMPAIGN TOOLKIT
February 2023
The purpose of this campaign toolkit is to provide you with everything you need to leverage Explore Rockhampton’s 2023 ‘Ultimate Mates Trip’ tourism campaign.
TABLE
CONTENTS CAMPAIGN SOURCE MARKET 4 THE CAMPAIGN 5 DIGITAL CONTENT 6 HOW TO GET INVOLVED 7 DOWNLOAD THE MEDIA KIT 8 GET SOCIAL - FEEDS 9 GET SOCIAL - CAROUSEL 10 GET SOCIAL - STORIES 11 BLOG & EDM CONTENT 12 TOURISM REGISTER 13 ROCKY HOST 14 UPDATE YOUR ATDW LISTING 15
OF
CAMPAIGN SOURCE MARKET
This campaign targets males with interests such as fishing, boating, off-road adventure, breweries and mountain biking.
Domestic overnight visitors who went fishing or played golf accounted for 6.1% of travellers. Most participants (86%) did these activities in a regional destination (6.2 million trips), accounting for 8.5% of all domestic overnight trips in regional Australia
Average trip length was 4.6 nights, which was longer than the average trip length for domestic overnight travel overall (3.6 nights).
With experiences like fishing, mountain biking, pubs, micro-breweries, golfing and farm stays, Rockhampton provides the ultimate itinerary for an actionpacked mates trip.
Source: Tourism Research Australia 2019
THE CAMPAIGN
With trophy sized barramundi, world-class mountain bike trails, iconic pubs and micro-breweries right on our doorstep, combined with our sub-tropical climate, Rockhampton is a destination of choice all year around for outdoor enthusiasts looking for that ultimate mates trip experience.
Advance Rockhampton’s ‘Ultimate Mates Trip’ campaign is a digital campaign aimed at driving visitation amongst those looking for adventure, adrenalin, wellness and iconic pubs living in Queensland, New South Wales and Victoria, increasing our visitor numbers and spend across the region this winter.
CAMPAIGN PERIOD
February - May 2023
TARGETED TRAVEL PERIOD
June - September 2023
CAMPAIGN GOAL
To promote Rockhampton as one of Australia’s top destinations to visit for the ultimate mates trip.
CAMPAIGN PLAN
Web: Campaign landing page created with promotional video, blogs, accommodation & hero experiences
Social: Promotion across Facebook and Instagram paid ads locally, and into NQ,
SEQ, NSW and VIC + organic posts
Digital: Google & YouTube
Billboards: SEQ - Mount Gravatt, Windsor & Chapel Hill (Brisbane)
SEM: Targeting market in SEQ, NSW and VIC
ESTIMATED CAMPAIGN REACH: 3M+
DIGITAL PAID CONTENT
Digital display ads have been developed for advertising through Search Engine Marketing (SEO).
HOW TO GET INVOLVED
DOWNLOAD THE MEDIA KIT
The Explore Rockhampton ‘The Ultimate Mates Trip’ media kit includes a three minute promotional video promoting experiences to entice visitors to explore Rockhampton with their mates. The video was produced by content creators ‘Live to Create’ (Sam Buchwald and Zac Freuden), who Explore Rockhampton engaged last October to promote our region and create a series of photo and video content.
DOWNLOAD
GET SOCIAL
SOCIAL FEEDS
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 use our #explorerockhampton hashtag.
Instagram feed
Facebook feed
Example copy IG:
There’s never been a better time to explore Rockhampton with your mates!
#ExploreRockhampton
Example copy FB:
Rocky is a surprise package of action, adrenaline and adventure with fishing, mountain biking and helicopter tours, with a side of boujee including a micro-brewery, historic caves, traditional culture, farm stays and EPIC food.
There’s never been a better time to explore Rockhampton with your mates!
#ExploreRockhampton
There’s
#ExploreRockhampton
There’s never been a better time to explore Rockhampton with your mates! #ExploreRockhampton
Let Rocky is a surprise package of action, adrenaline and adventure with fishing, mountain biking and helicopter tours, with a side of boujee including a micro-brewery, historic caves, traditional culture, farm stays and EPIC food.
never been a better time to explore Rockhampton with your mates!
GET SOCIAL
SOCIAL CAROUSEL
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.
Example copy IG:
Explore Rockhampton for action, adrenaline and adventure with fishing, mountain biking and helicopter tours, with a side of boujee including a micro-brewery, historic caves, traditional culture, farm stays and EPIC food.
#ExploreRockhampton
Instagram carousel - lean more about Instagram carousels
Be sure to credit or tag @explorerockhampton and use our #explorerockhampton hashtag.
Explore Rockhampton for action, adrenaline and adventure with fishing, mountain biking and helicopter tours, with a side of boujee including a micro-brewery, historic caves, traditional culture, farm stays and EPIC food.
#ExploreRockhampton
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, Advance Rockhampton has curated over 40 blogs, with many appealing to mountain biking enthusiasts.
Make use of these blogs across your social media and EDM platforms.
READ BLOG READ BLOG
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
REGISTER NOW
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
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
Source: Tourism Australia
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.
THANK YOU
February 2023
