OPERATORS’ MARKETING TOOLKIT

VERSION 1: ISSUED 10TH JULY 2020 RIGHT NOW, AUSSIES ARE KEEN TO GET BACK OUT THERE

From drought and bushfires to COVID-19, the challenges of the last 12 months have taught us all that – the things money can’t buy are the most important.

Australians are now thinking differently about virtually every aspect of their lives; including how and where they holiday.

They are prioritising spending time with the people they love, in places that make them feel alive, connected and enriched. OUR NEW CAMPAIGN

With bushfire funding support from the and Australian Governments, we’re proud to launch the ’s biggest tourism campaign yet:

This campaign creative strategy packages up the wealth of what our region and you, our wonderful tourism operators offer as a collective.

It celebrates the abundance and richness we offer through our authentic people and places.

This campaign proudly places us on par with, or above, other tourist regions.

And, it differentiates us from our competitors.

Significantly: you are a major part of this offering. Great operators and team players like you welcome our region’s visitors with open arms and set us apart. You are as much, if not more, a part of our authentic and generous visitor experience as our stunning, natural surrounds. WHY DO WE NEED THIS CAMPAIGN?

AS A DESTINATION BRAND, THE SCENIC RIM ONLY CAME INTO EXISTENCE IN 2008

Our beautiful landscapes, the traditional lands of the , have been around forever. But compared to the Great Barrier Reef, or Outback Queensland, the is a relatively new and emerging tourist destination brand.

So early in 2019, Council identified that it was time to refresh and develop a cohesive destination brand strategy. The main challenge we faced in this task was increasing travellers’ awareness of the Scenic Rim’s exact whereabouts, and the array of experiences on offer.

RESEARCH-LED DIFFERENTIATION

Our new creative concept evolved out of research. This includes Roy Morgan findings, interviews with tourism operators, workshops with the Scenic Rim Tourism Advisory Committee and the tourism industry, and the first-hand experiences of the creative team in the region.

Our new creative positioning differentiates us from other regions. WE’VE GOT COMPETITION

ALL REGIONS ARE WORKING HARD

Right now, the Australian Government and Queensland Government are making substantial funding available to promote regional tourism. You can bet that all regions will all be working hard to quickly build their brands to compete – with us – and maximise their return on this opportunity.

Regional councils, regional tourism organisations and local tourism organisations will be encouraging operators to work together to help build their own regional brand. We must do the same.

OUR COMPETITORS OFFER WHAT WE DO

• Spectacular landscapes including national parks, walks, mountains, lakes and waterfalls

• Wonderful tourism experiences and delightful accommodation

• A reputation for great food and wine and gourmet events

What sets the Scenic Rim apart, in the eyes of our visitors, is the authenticity of you, our people. HELP US BUILD MOMENTUM

THIS CAMPAIGN WILL BE MORE EFFECTIVE IF WE ALL GET BEHIND IT When it comes to search results and building awareness, the more we get this campaign out there – the better. So, here are the links to some great assets we have created for you. Please download and share them with your audiences via your Facebook, Instagram, email and website.

LINK TO 60 SECOND AD https://youtu.be/dHIxEq9CJ2o

LINK TO 30 SECOND AD https://youtu.be/fWWNPizZ89k

LINK TO 15 SECOND VIDEOS Brand https://youtu.be/qnp3TG20c3E Adventure/Family https://youtu.be/W74gIzYipv0 Romance https://youtu.be/ENV0p1crJ-g Food & Wine https://youtu.be/H9zhJSrLqlE https://youtu.be/cVW89IaaQJI

EMAIL SIGNATURE IMAGES Email signature blocks for your team’s auto signature download here

SIGNAGE FOR YOUR BUSINESS Email us at [email protected] for a sign to display in your business.

SOCIAL MEDIA SHARE IMAGES: Download images to share on your Instagram and Facebook here

Key messaging: 1. Visit us and find out why the Scenic Rim is the Richest Place on Earth, in Australia. 2. Book with us now and find out why the Scenic Rim is the Richest Place on Earth, in Australia.

BE PART OF THE SOCIAL CAMPAIGN How to engage with us (tag #scenicrim @visitscenicrim)

OFFICIAL FACEBOOK & INSTAGRAM PAGES Facebook - www.facebook.com/visitscenicrim @visitscenicrim Instagram - www.instagram.com/visitscenicrim @visitscenicrim

OFFICIAL CAMPAIGN WEBPAGE www.visitscenicrim.com.au

OFFICIAL HASHTAG #ScenicRim ADVERTISE YOUR HOLIDAY DEALS ONLINE FREE

HOW TO UPDATE YOUR FREE ATDW LISTING

The Australian Tourism Data Warehouse (ATDW) is an easy way to promote your holiday deals online for free.

The listing you create in the ADTW automatically transfers across to:

• Visit Scenic Rim’s Holiday Deals Campaign Landing Page, • Tourism and Events Queensland • RTO websites of Marketing, and Destination Gold Coast (if you’re a current member).

You can upload and update your deals at any time and they stay on the site until their expiry date.

HOW TO UPLOAD YOUR ATDW LISTING AND ADD A HOLIDAY DEAL

Visit the ATDW website.

• Login with your email address and password. You can reset your password here • From your listing dashboard, click the ‘Update’ button next to the listing you wish to edit • Navigate to the section you want to update by using the orange menu or clicking ‘Summary’ to get an overview of your listing • Click ‘Send for review’ once you have updated your listing

Updates will be reviewed and approved in one to two business days.

Please contact the TEQ ATDW Helpdesk for assistance to update a listing via email or call 1800 629 749 and quote your listing number if available (found on the Listing Dashboard). MEDIA SNAPSHOT

A CAPTIVE AUDIENCE In the wake of the bushfires and COVID-19, Aussies are well aware of the wonderful effect their dollar can have in our regions. They are willing to travel and spend. Plus, with closed borders and reduced flights, road trips are a very popular option.

TV Potential Reach – 750,000 Channels 7 + 10 Brisbane + Gold Coast Two week burst 1: 12 July –25 July Two week burst 2: 23 August – 5 September https://www.youtube.com/watch?v=fWWNPizZ89k&feature=youtu.be MEDIA SNAPSHOT CONTINUED...

OUTDOOR 36 sites (digital + static) Brisbane, Gold Coast, Sunshine Coast, Toowoomba, Ipswich, + key Scenic Rim entry points Imagery – Tamborine Mountain, Wyaralong, Mt Barney NP, Mt Alford, Lake Moogerah, Lamington NP MEDIA SNAPSHOT CONTINUED...

PRINT Newscorp 26/27/28 June Sunday Mail and Regional Newspapers Full page + strip ad Editorial inclusions in TEQ Good To Go travel book – 500,000 distribution MEDIA SNAPSHOT CONTINUED...

PAID DIGITAL Potential reach – 1.5 million Youtube – 30” RPOE video Social – video 30” + 5x15” (Versions: Brand, Adventure/Family, Romance, Food & Wine, Tamborine Mountain) Static link ads Search – video and static ads

SOCIAL POSTS

SOCIAL FACEBOOK

SOCIAL INSTAGR AM MEDIA SNAPSHOT CONTINUED...

WEEKENDER TV, SPONSORED STORIES

Family-friendly adventure, 23 August Thunderbird Park, TreeTop Challenge, Cedar Creek Lodges, Horse Riding Hinterland, Thunderegg Crystal Mine, The Terrace Kiosk/Rainforest Restaurant and Bar

Sky high thrill seekers, date TBC Sky Lodges, Lamington Teahouse, Oz Paragliding and Hang gliding, Flying Bean Cafe

Relax in country town luxury, 19 July Kalbar township, Herrmann House, Royal Hotel Kalbar, Butcher Co, Coco and Myrtle, Lovett at Kalbar, BMK Collective, Beary Special Crafts, Kalbar Post Office, Elegance and Grace 4309

Go Off Grid, 26 July Wongari Eco Retreat, Horizon Guides + The Big Pumpkin Beaudesert featuring local produce IF YOU HAVE ANY QUESTIONS OR NEED ANY MORE INFORMATION PLEASE GET IN TOUCH: (07) 5540 5111. [email protected]