STOP, SEE, STAY ON YOUR NEXT FAMILY VACAY CAMPAIGN TOOLKIT July 2022
The purpose of this campaign toolkit is to provide you with everything you need to leverage Explore Rockhampton’s 2022 ‘Stop, See, Stay on your next Family Vacay’ campaign.
TABLE OF CONTENTS CAMPAIGN SOURCE MARKET 4 THE CAMPAIGN 5 PAID 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
Annually, families with children take 17 million trips across Australia, spending a total of $14.2 billion and producing 62.3 million visitor nights. Families prefer to travel to regional Australia over capital cities, with the majority of trips including only one destination and frequently coinciding with school holidays (Easter and Christmas in particular). Prioritising time, convenience and value for money when travelling, most families choose to drive, focusing their activities on eating out, exploring the outdoors and visiting local tourist attractions such as zoos and wildlife parks. Generally, the market is female skewed with the average age of the adults being between 35 and 49.
Families with Children: Domestic Visitor Profile, Tourism Research Australia, 2019
THE CAMPAIGN
With over 300 days of sunshine a year, an abundance of fresh air and greenery, and a whole host of fun activities, Rockhampton is the perfect destination for a family getaway all year round. And with family travellers showing a strong preference for regional destinations, outdoor nature activities and drive holidays, Rockhampton is ideally positioned to attract family travellers this summer school holiday period. Explore Rockhampton’s ‘Stop, See, Stay on your next Family Vacay’ campaign is a digital and print campaign targeting families living in Queensland and New South Wales in the dreaming and planning phase of their 2022/2023 summer family holiday.
CAMPAIGN PERIOD July - September 2022
TARGETED TRAVEL PERIOD November 2022 - January 2023
CAMPAIGN GOAL
To promote Rockhampton as a prime destination for a family getaway during the summer school holiday period.
CAMPAIGN PLAN Web: Social: Digital: Print: SEM:
Campaign landing page created with promotional video, blogs, itineraries & experiences Organic promotion across Facebook and Instagram + paid ads into QLD and NSW Editorial feature, homepage banner, newsletter feature and boosted social post through Holidays With Kids Full page ad + 3 page editorial feature in Holidays With Kids winter edition (on shelves July-September) Targeting family market in QLD and NSW
PRINT AND DIGITAL PAID CONTENT
To complement the campaign, print content and digital ads have been developed through Holidays With Kids including a full page print ad, 3 page print editorial feature, homepage banner, newsletter sponsorship and boosted social post, making use of campaign hero imagery. All digital assests will point back to the campaign landing page at explorerockhampton.com.au/families
HOW TO GET INVOLVED
DOWNLOAD THE MEDIA KIT
The Explore Rockhampton ‘Stop, See, Stay on your next Family Vacay’ media kit includes a 2 minute and 30 second promotional video promoting family activities in Rockhamptom and a series of meerkat encounter videos. The videos are supported by a series of hero images.
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 Example copy IG: Want to be crowned ‘parents of the year’? It’s time to explore Rockhampton with your family. #ExploreRockhampton
It’s time to explore Rockhampton with your family. Whether you’re looking for a relaxing getaway or an adrenaline-filled long weekend that will leave you crowned ‘parents of the year’, Australia’s beef capital is a must to stop, see and stay on your next family vacay.
Example copy FB: It’s time to explore Rockhampton with your family.
Start exploring at explorercokhampton.com.au #ExploreRockhampton
Whether you’re looking for a releaxing getaway or an adrenaline-filled long weekend that will leave you crowned ‘parents of the year’, Australia’s beef capital is a must to stop, see and stay on your next family vacay. Start exploring at explorerockhampton.com.au #ExploreRockhampton
Facebook feed
Want to be crowned ‘parents of the year’? It’s time to explore Rockhampton with your family. #ExploreRockhampton
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: Cheeky chimps, mischievous meekats, farm stays, sunset cruises, treetop boardwalks, fishing and adventure playgrounds. That’s just a short list of what you can experience when you #ExploreRockhampton with your family. Be sure to credit or tag @explorerockhampton and use our #explorerockhampton hashtag.
Cheeky chimps, mischievous meerkats, farm stays, sunset cruises, treetop boardwalks, fishing and adventure playgrounds. That’s just a short list of what you can experience when you #ExploreRockhampton with your family.
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.
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
July 2022