A major new tourism campaign will remind South East Queenslanders that their perfect holiday destination is just minutes away, in the Moreton Bay Region.
Moreton Bay Region Industry & Tourism (MBRIT) is spearheading the campaign, in partnership with Moreton Bay Regional Council, in a bid to stimulate the region’s tourism economy.
MBRIT CEO Shane Newcombe says the delivery of this much-needed destination campaign and ongoing partnership with Council is key to supporting the economic recovery of the region.
“Tourism is worth more than $1 billion to our economy and drive tourism is the most important component of that,” Mr Newcombe explains.
“Through our partnership with Council, today we’ve launched Moreton Bay, Minutes Away, our $240,000 destination campaign aimed at supporting the businesses hit hardest by COVID-related closures including our local tourism, retail and hospitality businesses.
“The sliding-doors aesthetic to this campaign is deliberately unique to cut through the influx of destination and airline marketing as state borders reopen.”
Time is precious, how will you use it?
“Our message is a bit tongue-in-cheek, ambitiously encouraging South East Queenslanders to trade those cheap plane tickets and lengthy travel journeys, for a convenient holiday to Moreton Bay, where the road-trip is part of the fun,” Mr Newcombe explains.
“Don’t waste a day travelling, when just minutes from your front door is a world-class holiday experience in Moreton Bay.”
Drive holiday call to action
Moreton Bay Regional Council Mayor Peter Flannery says the Moreton Bay, Minutes Away campaign will encourage every South East Queenslander, jumping in their car, to point the steering wheel towards Moreton Bay Region.
“Drive tourism has always been our region’s strength and we saw an influx of visitors to the region when the 50km radius restriction came into play back in April,” Mayor Flannery says.
“We know our regulars will be keen to return these school holidays, so this campaign will showcase our diversity of attractions to entice new tourists to discover the hidden gems around Moreton Bay Region - like our pristine beaches and stunning national parks, an abundance of fresh local produce from the bay to the farms, and a range of incredible tours and experiences to suit every traveller.
“With the news of restrictions easing and borders reopening, now is the time to remind our drive market that their next long-weekend or quick getaway is only minutes away from their front door.
“Getting tourism back on track is one of the best ways to get our economy back on track, so Council has enthusiastically partnered with MBRIT on this campaign.”
Key elements of the campaign
- Moreton Bay, Minutes Away campaign will run across television, billboards, print, digital and social media, focusing on driving visitors to the relaunched Visit Moreton Bay Region website
- Personalised itineraries are at the core of the website relaunch. Potential visitors can search for travel inspiration based on their preferences
- These itineraries and guides will be relevant to their length of stay, traveller type and interests
- Businesses will be encouraged to display the Moreton Bay, Minutes Away stamp if they have the required COVID Safe documentation and are open for business
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