RIDE ROCKY. IT’S RAD. CAMPAIGN TOOLKIT April 2022
The purpose of this campaign toolkit is to provide you with everything you need to leverage Explore Rockhampton’s 2022 ‘Ride Rocky. It’s Rad’ mountain biking campaign.
TABLE OF 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
CAMPAIGN SOURCE MARKET
Mountain biking tourism is considered one of the fastest growing recreational activities globally, with AusCycle reporting a $136.9 million direct economic impact to Australia, per annum. A recent study conducted by AusCycle found that people who travel intrastate specifically for mountain biking will spend on average $1,934.55 on their trip, with interstate visitors spending on average $2,594.10. Majority of this spend is across airfares, ground transport, meals and beverages, accommodation, retail purchases, bike rental and equipment and spare parts. Generally, the market is male scewed, with the average rider aged between 30 and 49.
Mountain Biking in Australia: An Economic and Participation Analysis, AusCycle, March 2021
THE CAMPAIGN
With two mountain bike parks on our doorstep and our sub-tropical climate, Rockhampton is a destination to ride all year around. However, with many southern states closing their trails during the colder months, Rockhampton is ideally positioned to attract mountain biking enthusiasts over winter. Advance Rockhampton’s ‘Ride Rocky. It’s Rad’ campaign is a digital campaign aimed at driving visitation amongst mountain bikers living in Queensland, New South Wales and Victoria, increasing our visitor numbers and spend across the region this winter.
CAMPAIGN PERIOD April - June 2022
TARGETED TRAVEL PERIOD June - September 2022
CAMPAIGN GOAL
To promote Rockhampton as one of Australia’s top winter mountain biking destinations.
CAMPAIGN PLAN Web: Social:
Digital: SEM:
Campaign landing page created with promotional video, trail info, blogs, accommodation & experiences Promotion across Facebook and Instagram paid ads into NQ, SEQ, NSW and VIC + organic posts Sponsored content, digital ads and homepage takeover of www.flowmountainbike.com Targeting market in SEQ, NSW and VIC
ESTIMATED CAMPAIGN REACH: 640K+
DIGITAL PAID CONTENT
Digital ads have been developed for a flowmountainbike.com homepage takeover and newsletter sponsorship, making use of campaign hero imagery. All digital assests will point back to campaign landing page at riderocky.com.au.
HOW TO GET INVOLVED
DOWNLOAD THE MEDIA KIT
The Explore Rockhampton ‘Ride Rocky. It’s Rad’ media kit includes a one minute promotional video promoting the trails across First Turkey and Mount Morgan plus an additional one minute Mount Morgan trails video. The videos are supported by a series of hero images and 15 second video sizzle reels.
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 and #riderocky hashtags.
Instagram feed Example copy IG: Let us introduce you to Australia’s newest winter mountain biking destination. Ride Rocky. It’s Rad. #ExploreRockhampton #RideRocky
Let us introduce you to Australia’s newest winter mountain biking destination. Between First Turkey Mountain Bike Park and the Mount Morgan trails, Rockhampton offers close to 50kms of elevated, raw and real tracks suitable for beginners through to hard core Gravity Enduro riders.
Example copy FB: Let us introduce you to Australia’s newest winter mountain biking destination.
Best of all, you can fly in, check into [insert your property name] and be hitting the trails in under an hour!
Between First Turkey Mountain Bike Park and the Mount Morgan trails, Rockhampton offers close to 50kms of elevated, raw and real tracks suitable for beginners through to hard core gravity enduro riders. Best of all, you can fly in, check into [insert your property name] and be hitting the trails in under an hour! Head to riderocky.com.au to find out more.
Facebook feed
Let us introduce you to Australia’s newest winter mountain biking destination. Ride Rocky. It’s Rad. #ExploreRockhampton #RideRocky
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.
Instagram carousel - lean more about Instagram carousels
Example copy IG: With two epic mountain bike parks on our door step, you can be hitting Rockhampton’s trails in the morning, catching a barra in the afternoon and digging into a juicy steak by nightfall. Ride Rocky. It’s Rad. #ExploreRockhampton #RideRocky Be sure to credit or tag @explorerockhampton and use our #explorerockhampton hashtag.
With two epic mountain bike parks on our door step, you can be hitting Rockhampton’s trails in the morning, catching a barra in the afternoon and digging into a juicy steak by nightfall. Ride Rocky. It’s Rad. #ExploreRockhampton #RideRocky
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 40 blogs, with many appealing to mountain biking enthusiasts. 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.
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.
Source: Tourism Australia
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.
THANK YOU
April 2022