Artwork from the ‘Where a trip becomes tradition’ campaign. Courtesy of Straddie Chamber of Commerce.
This North Stradbroke Island Economic Transition Strategy (NSI ETS) project includes the development and delivery of a five-year coordinated marketing campaign for the island. The campaign is aimed at increasing awareness of North Stradbroke Island's (Minjerribah) world-class natural beauty and growing local, interstate and international tourism and spending, with a focus on attracting visitors in the tourism low season.
The project aims to increase awareness of the island's tourism products, experiences and cultural events. It also aims to sustain visitor growth, aligned with visitor expectations and demand. This includes promoting its unique cultural and environmental assets as well as its points of difference to other destinations.
The project is being led by the Straddie Chamber of Commerce (SCoC) to:
deliver an integrated marketing campaign to improve promotion of key events and island attractions
develop and maintain an annual events calendar to promote events and festivals on the island.
Growing local tourism by leveraging the island's competitive natural advantages and assets will help support a sustainable, alternative industry and the island's economic growth.
Increasing awareness of the island as a destination for Queensland, interstate and international tourism markets is essential to growing the local tourism economy in a sustainable and culturally appropriate manner.
Phase one campaign: Where a trip becomes tradition
Creative advertising and digital marketing agency REBORN was appointed to develop and undertake a 2018 marketing campaign. Research included market needs and tourism products and services, as well as market research undertaken by the University of Queensland as part the NSI Visitor Research Program.
Phase one of the North Stradbroke Island's 'Where a trip becomes tradition' campaign was launched in July 2018. The campaign focuses on the island's laid-back lifestyle, rich natural and cultural environment, and experiences that provide a wealth of opportunity for growing tourism. Campaign materials incorporated a reimagined StraddieIS brand logo designed to capture the island's spirit. The three-month campaign was released via promotional platforms such as newspaper, television and social media.
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