Australia’s Nature Coast is being showcased in the UK market through a multi-faceted digital marketing campaign featuring some of Britain’s best known wildlife personalities.
The campaign, in a partnership between Visit Sunshine Coast, Fraser Coast Opportunities and Tourism and Events Queensland (TEQ), is being accompanied by an integrated social media and search marketing strategy that coincides with the broadcast of the Ray Mears Wild Australia series on UK’s ITV.
A feature of the campaign is promotion of the Great Beach Drive, with content acting as a virtual self-drive trip, exploring the landscapes and experiences along the 380km route from the Sunshine Coast to the Fraser Coast.
Tourism and Events Queensland CEO, Leanne Coddington, said Australia’s Nature Coast resonated strongly in the UK, generating significant appeal amongst UK travellers for its signature coastal experiences and attractions.
“The digital campaign plays on the back of increased awareness and interest of the Sunshine Coast and Fraser Coast through the Ray Mears Wild Australia program in the UK, with an episode filmed exclusively along the Australia’s Nature Coast,” Ms Coddington said.
“Nature-based tourism is a key selling point in the UK and the campaign will continue to drive home the region’s ease of access and the range of tourism experiences on offer.”
Spanning the Sunshine and Fraser Coasts, Australia’s Nature Coast represents ‘the best of Queensland’s’ natural attractions and experiences, including two UNESCO Biosphere Reserves (the Great Sandy and Noosa Biospheres), World Heritage-listed Fraser Island, Lady Elliot Island (the most southern island on the Great Barrier Reef), 47 State and National Parks, reserves and forests, over 200 kilometres of pristine beaches, calm rivers and waterways, and an abundance of birdlife and sea life.
Australia’s Nature Coast stretches from the rugged Glass House Mountains an hour north of Brisbane up to stylish Noosa, the coloured sands of Rainbow Beach across to Fraser Island, the relaxed beachside town of Hervey Bay and the heritage city of Maryborough. Australia’s Nature Coast offers a vast range of adventure and natural activities such as interaction with whales and dolphins, diving, snorkelling, surfing, beach horse riding and trekking.
The campaign targets wildlife, adventure, lifestyle and travel outlets using high-profile wildlife/travel presenters including Miranda Krestovnikoff (BBC) and natural history travel journalist Mike Unwin.
The UK campaign also features input from Australia Nature Coast tourism ambassadors including renowned ‘foodies’ Matt Golinski and Peter Kuruvita, international triathlete Liz Blatchford, Rugby Union superstar Chris Latham and award winning producer Greg Grainger, highlighting the region’s reputation for high-quality food, sporting events and health & wellbeing.
The campaign uses written content, rich imagery and video and delivers a set of tour operator itineraries that allow travellers to translate inspiration into bookings.