Tourism Whitsundays targets aviation with ‘bums on seats’ campaign

Tourism Whitsundays has doubled down on its domestic tourism push, with the latest phase of its Wonders Of The Whitsundays campaign highlighting the region’s airports.

The new $600,000 campaign aims to drive ‘bums on seats’ on flights to the region, with a goal to combat the misconception from southerners that The Whitsundays is a difficult region to get to.

The new campaign has been launched in partnership with Tourism and Events Queensland, Hamilton Island and the Whitsunday Coast Airport. Tourism Whitsundays CEO Tash Wheeler said it is crucial to tourism recovery in the region.

“Through the Wonders of The Whitsundays our focus started with holiday inspiration, then we moved into the tactical element by offering incredible holiday offers, and now with the airline phase launching it will round off all key components,” she said.

The campaign will first be targeted at the Brisbane market, before targeting Sydney and Melbourne when Queensland opens its borders to those living in both cities.

“We have leaned on our drive market through COVID to fill the void of domestic and international visitors, however, aviation is a critical component to a regional destination,” Wheeler added.

“Aviation helps to increase visitation from across the country and will play a role in driving increased length of stay, which will support the industry with the challenging mid-week trough.

“This campaign will also assist in combatting the misconception from southerners that The Whitsundays is a difficult region to get to. We have two airports right here in the Heart of the Great Barrier Reef, both offering several direct flights weekly. Getting here could not be easier and more convenient.

The Wonders of The Whitsundays campaign recently incorporated the voice of Karen Jacobsen, a Queenslander and a Whitsundays local, and the voice of Siri.

Since launching in October it has generated $1.4 million in direct bookings for the local tourism industry.

Whitsunday Coast Airport chief operating officer Craig Turner said the continued opening of borders is key for the area to establish itself as a safe holiday destination.

“It is crucial for our tourism stakeholders that we get the borders open and have direct flights to and from our key domestic markets Brisbane, Melbourne and Sydney,” he said.

“This campaign will drive more visitors, which equates to more bums on seats and more flights, so we are looking forward to 2021 delivering positive growth for The Whitsundays.”


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