Enter the Biosphere

Behind the scenes of the campaign.

Tourism Noosa chose animation instead of the usual tourist images to catch the eye of would-be visitors when it launched its new major marketing campaign this week aimed at inviting Australian travellers to explore the Biosphere.

The campaign began last week with the release of digital teasers enticing visitors to …. Get Ready To Enter The Biosphere before this week revealing the campaign – Enter the Biosphere.

Tourism Noosa Head of Marketing and Events Sonia Shillington said their research since March clearly showed what tourists wanted was to visit clean, green, natural open spaces.

She said tourists were seeing nature as a life force, they wanted to go “forest bathing,” have an “environmental experience” and travel with a purpose.

“It’s an easy alignment with us in Noosa,” she said.

With a limited budget and the challenge to compete against destinations around the country for an interstate and intrastate market Tourism Noosa got creative, using simple animated figures to mirror real-life experiences available in Noosa.

Tourism Noosa CEO Melanie Anderson said the campaign tagline ‘Enter the Biosphere’ welcomes visitors to the Noosa UNESCO Biosphere Reserve, one of only two Biosphere Reserves in Queensland, and the only biosphere that joins another biosphere in the world, the Great Sandy Biosphere.

“We are taking 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 – where man and nature live in harmony and how the built environment was thoughtfully designed to enhance and preserve the natural environment of this beautiful destination,” she said.

“The campaign tells the rest of Australia what we know, that Noosa is built around a tapestry of waterways, nature ecosystems and national parks. Complementing this are thriving local villages with boutique shopping, award-winning restaurants, breweries and distilleries, accommodation to suit all tastes and plenty of adventure options just waiting to be explored.

“Our nature experiences such as kayaking through the Noosa Everglades, surfing one of Noosa’s famous surfing breaks, exploring the Noosa North Shore and walking through the Noosa National Park are major drawcards for attracting visitors to our region and the campaign will highlight this”.

The campaign features a highly targeted digital campaign featuring animation across multiple platforms including YouTube, Facebook and Instagram, digital and print advertising across newspapers and magazines, all targeting the drive market and interstate markets that are able to travel to Noosa.

In addition, a collection of social media GIFs for Noosa and Biosphere imagery will be developed showcasing the uniqueness of Noosa’s Biosphere.The key call-to-action for all activity is a campaign microsite visitnoosa.com.au/enter-the-biosphere which will direct visitors to Noosa experiences across the shire, available accommodation and tour deals and a series of biosphere experience trails.

 

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