Tourism and Events Queensland ramps up marketing efforts in anticipation of tourism restrictions lifting

Tourism and Events Queensland (TEQ) has released a new platform for travellers to explore the state, ahead of interstate tourism restrictions lifting.

Users can explore Queensland’s destinations, tourism activities, accomodation and special deals on the platform.

Julian Croft, platforms, media and partnerships director at TEQ, said: “The new website is a key piece in a broader digital transformation that covers data, technology, people skills and more. Key to the overall program is making smarter use of data that delivers a more engaging, personalised experience that ultimately delivers increased visitation to Queensland.”

The platform was created by CHE Proximity and Louder. CHE Proximity won a pitch last year to deliver TEQ’s UX, design and development services. To aid the campaign, existing TEQ partner, Louder, executed the data strategy, tagging and analytics.

Louder and CHE Proximity were tasked with creating an immersive experience for users, based on an ecosystem of email, addressable media, social and web channels. Users’ experience of the marketing channels will become personalised as they continue to interact with the content and data is gathered on interests, demographics, interaction behaviour and place of origin.

TEQ’s content team will work on curating and managing the content that will be delivered to users.

Andrew Hughes, founding consultant of Louder, said the new platform is the first step in TEQ’s transformation.

“The launch is the first of many major traveller facing experience changes to TEQ’s marketing efforts. It represents one of many steps that the organisation have gone through to deliver on a progressive customer experience-led marketing approach incorporating a team, technology and data transformation process that intends to present to potential visitors a highly personalised best of Queensland experience,” Hughes said.

Olivier Laude, client partner at CHE Proximity, added: “The richness of Queensland’s regional territories and activities is limitless. Our research identified visitor aspirations to discover unique suggestions from locals and other “off the beaten track” recommendations. We worked hard with the TEQ team to build these experiences into the platform and create an inspiring, and highly functional research tool for anyone interested in visiting the state.”

Michael Branagh, group executive of global marketing at TEQ, said the platform launch could not have come at a better time.

“The launch of this new platform comes at a critical time for the tourism sector. The new will play a key role in what will be a broad and far-reaching program to help Queensland’s tourism and events industry rebuild after the impacts of COVID-19,” he said.


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