Check out Qld's backyard
Launched in February 2005, the campaign began with an intrastate focus which has now been extended to interstate, international and special interest niche markets. Trade marketing activities will also be increased. The full marketing calendar will involve applications across a range of mediums - television, press advertising, websites, consumer show promotions, merchandise, e marketing initiatives and cooperative features. A number of cooperative opportunities are available for OQTA members to buy in to the campaign. This document contains a brief outline of these opportunities. More details for each opportunity will be distributed to members as the activity dates get nearer. Additional generic destination marketing activities will also be in the market throughout the year. |
Check out Queensland’s backyard is the largest destination promotion campaign the OQTA has undertaken. The main aim of this innovative campaign is to encourage people to ‘look over the fence’ and holiday in their own backyard. The campaign creative centres around a young suburban couple who are exposed to amazing outback vistas and experiences when they look over their back fence. The key messages of the campaign are that Queensland’s Outback is easily accessible and that there is a lot to see and do when people arrive there. The campaign especially targets midlife couples and young families with children. 
