Campaign promotes top Aussie spot

Seven key international markets are being targeted in a new global trade campaign aimed at promoting one of Australia’s top holiday destinations.

Tourism Tropical North Queensland (TTNQ) has launched the initiative for the ‘Cairns & Great Barrier Reef’ brand partnering with Expedia and Trip.com.

The new global campaign is one of 20 the organisation is running utilising funding from the Federal Government’s $15 million International Tourism Recovery Program.

“TTNQ has never before had the funding to undertake such large-scale trade campaigns, enabling us to strengthen the region’s representation as a leading travel destination and boost conversion from our key international markets post-pandemic,” said John O’Sullivan, TTNQ Chair.

“This level of investment will drive the region’s recovery with the International Tourism Recovery Program funding already delivering more than $3 million in gross sales after just three trade campaigns in Japan which ran from June to July.”

Mark Olsen, TTNQ Chief Executive, said the campaign activity was closely aligned with Tourism and Events Queensland’s international initiatives.

“Partnering with influential brands like Expedia and Trip.com will ensure our region is penetrating a highly competitive travel marketplace and leveraging Tourism and Events Queensland’s activity,” he added.

“The Trip.com partnership will be live in the United Kingdom, China, Singapore and Japan at various times until May 2024, while the Expedia partnership will target the United Kingdom, Japan, the United States, Canada and New Zealand.”

tourism.tropicalnorthqueensland.org.au