The purpose of this campaign toolkit is to provide you with everything you need to leverage Explore Rockhampton’s ‘2023 Major Events’ campaign.
Events play a key role in fostering regional tourism and economic development and can be considered a cost-effective way of promoting a region and it’s attractions - as an event grows, it attracts more tourists in its own right¹.
With Rockynats 02 alone generating over $6.6 million of overnight visitor expenditure alone, we know that major events bring economic benefits to the Rockhampton region, with visitors spending money on accommodation, in our cafes and restaurants, on event tickets, on tourist attractions and of course in our local businesses.
• Average trip length is 3.4 nights
• Will generally stay with friends and family, in hotels, motels and caravan parks
• Will generally drive to the destination
• Outside of event tickets, will spend most of their money on food and drink (on average $313 per trip), followed by accommodation (on average $479 per trip)
• Outside of attending events, enjoy sightseeing, going to markets, attending the theatre, concerts and other performing arts.
Events Queensland
Research Australia ‘Festivals and Events’ traveller profile
From burnouts to pop culture to bull riding to food and wine, there is something for everyone on Rockhampton’s 2022 major events calendar.
The Explore Rockhampton ‘2023 Major Events’ campaign is a digital campaign aimed at driving visitation to major events from within the regions 4hr drive and SEQ markets, increasing visitor numbers and spend throughout our region.
CAMPAIGN PERIOD 2023 year round
TARGETED TRAVEL PERIOD Coinciding with major events
To promote Rockhampton as the events epicentre of Central Queensland, increasing out of region visitation at our region’s major events.
Web: Campaign landing page (‘What’s On’), ‘Your guide to events in Rockhampton’ blog, ‘What to do while you’re in town for X event’ blogs
Social: Organic and paid promotion across Explore Rockhampton Facebook and Instagram into 4hr drive and SEQ markets 6 weeks prior to each major event
SEM: Targeting 4hr drive and SEQ markets
ESTIMATED CAMPAIGN REACH: 20K+ per event
The Explore Rockhampton major event media kit inlcludes a two minute promotional video that follows a young couple experiencing all of the major events in the Rockhampton region.
The video is supported by a series of key hero images.
Fulfill your pretty woman dreams and book a weekend away in Rockhampton for the @PopUpPolo. While you’re in town, be sure to experience [insert your product/experience].
#ExploreRockhampton
Fulfill your pretty woman dreams and book a weekend away in Rockhampton for the @PopUpPolo.
The event might be considered the social event of the year but stay a little longer and you’ll discover [insert your product/experience].
#ExploreRockhampton
Follow the link to find out more [insert link to your website].
Be sure to credit or tag @explorerockhampton and use our #explorerockhampton hashtag.
You can get behind the campaign and inspire event goers by posting our campaign hero images and video to your social feeds along with messaging promoting the event/s.
You can also leverage the events to promote your own product/experience.
Fulfill your pretty woman dreams and book a weekend away in Rockhampton for the Pop Up Polo
The event might be considered the social event of the year but stay a little longer and you’ll discover [insert your product/experience].
Follow the link to find out more [insert link to your website].
A Facebook or Instagram carousel (multiple images on one post) is a great format to tempt your customers with the variety of events on offer in Rockhampton year around - appealing to a wider audience.SOCIAL CAROUSEL
Gear up for an adrenaline pumping, fashion filled, drool worthy, culturally immersive and revving good time in @ExploreRockhampton with this epic line up of major events. Tap the link in our bio to find out more.
#ExploreRockhampton
Gear up for an adrenaline pumping, fashion filled, drool worthy, culturally immersive and revving good time in @ExploreRockhampton with this epic line up of major events in 2022.
Follow the link to check out ‘What’s On’ and plan your trip to the event epicentre of Central Queensland now - https://bit.ly/3MRIhHw
Be sure to credit or tag @explorerockhampton and use our #explorerockhampton hashtag.
Social media stories are made up of typically 10-15 second photo or video clips that give people a quick glimpse into a business (or person) and disappear 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 to help promote the event. If you’d like to feature more than one experience or element of the event, 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 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 40 blogs, many specifc to the major events set to take over the city in 2023.
Make use of these blogs across your social media and EDM platforms.
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.
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 below 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.
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.