Tourism Noosa’s marketing campaign ‘Enter the Biosphere’ has delivered strong campaign results and tourism operators are loving it.
Capitalising on consumer sentiment with a desire to travel to clean, green and safe destinations, the campaign takes visitors on a journey to discover the many and varied ways they can enjoy the region while sharing what it means to be a biosphere reserve – by showcasing four key experiences; from the beaches, to river life, the Noosa country and the natural wonders of the region.
The campaign features a highly targeted digital campaign combining animation and real life imagery across multiple platforms including YouTube, Facebook and Instagram, digital advertising with The Weekend Edition and print advertising in lifestyle and travel magazines, all targeting the drive market and interstate markets that are able to travel to Noosa.
Tourism Noosa CEO Melanie Anderson said, “Enter the Biosphere has been a hugely successful campaign showcasing Noosa’s natural assets in a fun and informative way and cutting through the immense amount of tourism advertising currently out in the market.“
“The campaign was founded on a strong strategy using consumer sentiment research and the results speak for themselves with how it’s resonated with visitors.
“The campaign results sit high above industry standards and more importantly, our members who have participated in the campaign are delighted with the positive results for their own businesses.“
Geoff Hussin Manager of Ivory Palms Resort took part in the campaign and said, “This campaign, combined with our marketing has worked.
“We had our best September ever by 6 per cent. October is tracking level with last year and November, December and January are tracking far better than 2019. Thanks so much for the huge effort”.
Seahaven Noosa Resort took part in the campaign and additionally utilised Tourism Noosa’s campaign assets through their own marketing.
Seahaven’s General Manager Alan Golley said, “We ran our Enter the Biosphere campaign from mid-August to 18th September with a dedicated Enter the Biosphere Special.“
“Featuring a number of EDMs with an opening rate average of 39.5 per cent (way higher than industry standard) and boosted activity on Facebook, we generated over 3000 unique clicks, 3400 landing page visits and a reach of 94,260 from the campaign. I think the campaign has attributed to our mid-week occupancy post September school holidays being so strong.“
The Enter the Biosphere campaign continues with both awareness and conversion campaigns in open markets, as well as continuing to add depth with a new storytelling series about the work of the Man and the Biosphere program in Noosa.
