That’s not a marketing campaign. TNQ’s sales mission in the United States is a marketing campaign!
Tropical North operators have launched a full-scale sales blitz in the United States to capitalise on Tourism Australia’s viral Crocodile Dundee marketing campaign.
The Dundee campaign is Tourism Australia’s biggest investment in a single market, with the $36 million campaign attracting global attention for its take on the classic Paul Hogan film.
In a stroke of perfect timing, local operators showed up in force at a major wholesaler conference in Los Angeles last week.
Around 20 brands including Crystalbrook Collection, CAPTA Group, Pinnacle Tourism Marketing, Quicksilver, Thala Beach Resort and Hartley’s Crocodile Adventures met with sales agents at the annual Australian Marketplace event.
The TNQ delegation is believed to be the largest contingent from any area in Australia.
It follows a visit to New York by TTNQ’s communications consultant Liz Inglis for the International Media Marketplace where she met with North American travel media.
To keep the momentum going, TNQ operators will this week take part in the “Queensland on Tour – Americas” event, with local operators meeting key trade partners in Philadelphia, Chicago, New York City, San Antonio and Seattle.
The United States remains one of our region’s most important markets. In the year to September 2017, our region welcomed 109,000 tourists from the United States, a drop of -4.8% over the previous 12 month period. The US and Japan sit behind China in terms of total visitor numbers to TNQ.
Michael Nelson from Pinnacle Tourism Marketing said the Dundee campaign was “just outstanding”.
“The US market is normally very cluttered in terms of their media and to be able to get cut through the way that Tourism Australia has with the Dundee campaign will absolutely put the spotlight on Australia,” he said.
“Our irreverent humour shone through in the ad and that is one of the key ways that Americans love to see Australians.
TTNQ "VERY ACTIVE"
Tourism Tropical North Queensland Chief Executive Officer Pip Close said the Dundee campaign is attracting significant media exposure, ensuring Australia is high on the agenda for American travellers.
“TTNQ has been very active in that market in the past few weeks promoting our destination,” Ms Close said.
“Our Western Sales and Marketing Manager Claudia McFadden is part of a large Tropical North Queensland contingent which attended Australia Marketplace in Los Angeles last week.
“The team is continuing the push in the United States with Queensland on Tour – Americas this week.
“Three weeks ago our communications consultant Liz Inglis was in New York for International Media Marketplace to meet North American travel media.
“She educated them on our diverse Great Barrier Reef experiences and locations.
“Many were fascinated to learn that we have two World Heritage areas side by side and that the outback is less than a day’s drive away.
“Tropical North Queensland characters also captured their imagination and coincidently our own Dundee-like character Bram Collins, whose family developed the Undara lava tubes experience on their cattle property, was one of the favourite stories.”