International recognition for Tropical North Queensland tourism body
What do Porsche, IBM and Tourism Tropical North Queensland (TTNQ) have in common?
They’re brands that have all been named as finalists in this year’s Pearl Awards, the most prestigious content marketing awards in the United States.
TTNQ’s destination website has made the shortlist in two categories, including the Most Effective Leisure and Marketing Content division and the Best Website and Use of Email.
It’s up against Hong Kong and Thailand Tourism, Hong Kong Airways and Life and Money by Citi.
Tourism Tropical North Queensland Chief Executive Officer Pip Close said it’s an epic achievement for a regional organisation with a small budget.
“It is an enormous credit to the TTNQ team led by Digital and Content Director Chris Jahnsen that the relaunch of our destination website is a finalist in two categories of these long-running international awards,” she said.
“Punching above our weight is part of the ethos of the dedicated team at TTNQ.
The website, a collaboration with content agency Storyation, uses a fresh, conversational tone to engage viewers.
Ms Close said the editorial reflects the region’s adventurous personality and range of diverse landscapes, including the Great Barrier Reef, the world’s oldest rainforest and the outback.
“This shop window for the destination connects with the audience on an emotional level by wowing them with the feeling that a holiday here would rejuvenate them.
“As well as motivating the target audience of busy professionals looking for relaxed adventure holiday that take them out of their comfort zone, the website needs to provide meaningful information and drive conversion,” she said.
“We compete against international medium-haul destinations such as Bali and Thailand so the website needed to remind Australians about the incredible natural environment in their own backyard.
Since it was launched in April, the audience has grown by an average 86% per month.
“The results show an 870% increase in leads to partners and four-fold increase in the conversion rate,” said Ms Close.
The 2018 Pearl Awards will be announced in New York on December 7.