Dreaming INSPIRE & ASPIRE

Use your online content to build your profile and inspire through your story. Partner with your physical and digital communities to spread the message.

Address basic core guest expectations:

1. Drive digital content and marketing: social media, regular blog content. Reinforce how you bring to life the Queensland brand purpose travel for good story through the content you post.

2. Keep an eye on your peers and competitors: if they’re getting more guests, re-assess and understand what you can do to bring more guests through your door, but also continue to find inspiration from the ways your peers and competitors locally, nationally and overseas are driving content and look for ways to do more.

Appeal to your guests’ emotions:

Define your story and extend its reach:

Who does this well?

Family run and operated, Lady Elliot Island Eco Resort uses social media and their website to communicate with travellers online. Their core story of the spectacular marine life and unspoilt coral reef and their commitment to sustainability runs strongly through their content .

During COVID-19 they were extremely active in the Dreaming phase, with content that allowed them to tell a deeper story while remaining top of mind. Using their Instagram channel owner, Peter Gash spoke to the current situation and how the resort would continue to be cared for and kept pristine, ready to welcome visitors when it was safe to do so. In this channel they launched a series called ‘Island Talks’, edutainment style of content exploring the wildlife visitors will meet and the types of experiences available.

Lady Elliot Island Eco Resort is a great example of keeping the operation top of mind and creating a sense of connection throughout the year and during unexpected events such as COVID-19.

3. Craft a purpose-driven brand message: define your brand story – what you want your guests to imagine when they think about you. Use the Queensland brand purpose, travel for good, as the groundwork (inspire, show how you are caring for the environment, growing community, promoting humanity). Inject your own personality and play to your story and your values.

4. Embrace your industry: work with other local businesses, local councils, RTOs, international trade and media partners and TEQ (head office and in-market teams) to understand what your guests are looking for and extend your reach.

5. Share your profile: look for opportunities to profile your experience in magazines and relevant lifestyle programs and visiting journalist and familiarisation programs.

6. Support broader initiatives: regional, community and state-level initiatives all build awareness, drive interest and inspire – extending your reach significantly.

Additional Resources: TEQ: ”Brand Queensland”; TEQ: “Queensland’s Content Framework”; TEQ: “Brand Development to Build Business”; the Queensland Government’s “Digital scorecard”