Campaign Overview

Summer is a peak season for leisure travelers on the Southern Great Barrier Reef.

The Summer campaign focuses on two of the Bundaberg region's hero experiences - the Southern Great Barrier Reef and the Turtles.

The Bundaberg region is the gateway to the Southern Great Barrier Reef. From the coral cays of Lady Elliot and Lady Musgrave Islands to the fringing reefs off the beaches, the region is seeing record visitation numbers as the world discovers this pristine and highly accessible wonderland.

The Bundaberg Turtle Season is a signature natural encounter experience for Queensland and a wonderful 'hook' for industry to leverage. Pre-COVID, the ranger-led encounter saw 30,000 visitors travel into region each summer to witness the miracle of life that is the Mon Repos Turtle Encounter. Since 2020, demand for the Mon Repos Turtle Encounter has reached unprecedent levels, while limited tickets due to COVID restrications drove value through scarcity. In 2021/22, over 95% of the availability tickets were sold and over 21,000 people joined the waitlist.

The campaign will run from September through to March with activity shaped around the peak period of the school holidays, and the shoulder seasons of November and February-March, as well as the nesting and hatching phases of the turtle season.

Campaign Overview

With locally grown, made and produced food and drink across the Bundaberg region in abundance we are well-placed as a destination to highlight our culinary attributes.

Tourism and Events Queensland research highlights food and drink as a key factor in holiday decision making for High Value Travelers, while Tourism Australia recognises it as the most emotive trigger after world-class beauty.

The culinary campaign period will run from April to August and will include substantial advertising for the regional culinary offerings, as well as the annual Taste Bundaberg Festival and associated destination tourism campaign.

Timing:
April – August 2023

Target Markets:
All intrastate HVT markets within a 400km radius of Bundaberg

Major events contribute to the Bundaberg regional economy; attract visitors; enhance the profile of the region; and foster community pride.

Many of these regional events take place in the cooler months of autumn, winter and spring, and to build out of region awareness of these, Bundaberg Tourism is introducing an annual Events Campaign.

The campaign will be conducted in partnership with the local tourism industry and community and will target High Value Travelers within the 400km drive radius of the Bundaberg region.

Opportunities beyond the set Packages are also available - just talk to us about what you want to achieve.

Business Listings

Advertising on bundabergregion.org gives you access to over 335,000 engaged users who are actively seeking to engage with your product. Our highly skilled team will tailor your advertising to ensure you’re in contact with your target markets with a minimum of fuss for you.

The destination website, bundabergregion.org, is a major regional asset, expanding our digital footprint and enhancing our capacity to deliver meaningful digital experiences to those considering and visiting the Bundaberg region. In 2021/22, the website welcomed over 335,000 unique visitors who stay for 8 minutes 27 seconds on average to engage with destination content. The website drives conversion to bookable product both online and direct, as well as over 43,000 unique referrals to operator websites.  Our website is the focal point of all of our destination marketing, especially our social media and digital advertising.

As part of eligible memberships, your business is listed on bundabergregion.org through BookEasy. Your business listing may feature in multiple relevant categories across the website, so for better engagement with consumers keep your details up to date via your BookEasy login or your ATDW listing (contact us for details).

Blog

At the heart of destination marketing is storytelling. An extension to our campaigns and brand, our visitors are already engaging with the stories of Bundaberg North Burnett through our blog and associated social media strategy. Moving toward a model of experience promotion with an authentic local voice, we are seeing increased engagement and strong website visitation.

The blog pages in 2021/22 attracted over 130,000 unique page views, or 16% of the total website traffic, with viewers spending an average of 8 minutes and 41 seconds on each blog page.

Leverage our engaged audiences by sponsoring a blog. Blog sponsorship includes a purpose-written narrative of 300-500 words, uploading of a maximum of four (4) of your own images OR four (4) galleries of visitors images, and a sponsored social media post targeting agreed audiences (sponsored spend of $100).

Sponsored Social Media Campaigns

The Visit Bundaberg Facebook and Instagram channels have used inspiring organic content and targeted advertising to reach more than 20 million people who have engaged more than 174,000 times in 2021/22.

Leverage Bundaberg Tourism’s 40,000+ active social media followers on Facebook and Instagram with our targeted campaign advertising. Showcase your product to our already engaged consumers and to targeted potential guests to our region. Each campaign will be creatively formatted to encourage engagement, targeted to your best markets, and will include your chosen campaign image, and details of and a link to your deal or listing on bundabergregion.org.

Online Deals

Leverage our marketing campaigns with an attention grabbing online deal! Get maximum engagement with our target markets by offering a great value package that encourages consumers to stay and play longer.

The Deals page on the Destination website continues to perform with strength, remaining in our Top 5 pages across 2021/22 with over 27,000 views.

Deals found on the page can either be bookable on bundabergregion.org (by being uploaded into BookEasy) or linked directly to your booking page.

Featured Deals

Get eyes on you first time, every time! Cut through the traffic with a Featured Deal appearing at the top of the deals page.

Please note: Bundaberg Tourism recommends that deals do not offer a discount off your product as long, but rather that they offer value to the consumer over and above rack rates. Consider an add on benefit or a package.

Consumer EDM

Bundaberg Tourism's consumer EDM is delivered as part of the Summer / Turtles, Events and Culinary campaigns.

With a database of over 12,700 highly engaged potential visitors, the regular e-newsletter links readers with engaging content, strong deals and bold creative to deliver an excellent return on investment.

In 2021/22, the EDM recorded an open rate of 39.5% (industry average is 30.9%) and a click through rate of 7.5% (industry average is 4.4%).  

Bundaberg Tourism Corporate EDM

Have you got something exciting happening that you want to share with Bundaberg Tourism members and other corporate subscribers? Send us your news for consideration for the Bundaberg Tourism Corporate EDM which is sent fortnightly to an active database of over 700 business subscribers.

PR Services

Do you need help when communicating with media and the public? Whether its advice on strategy, distribution of your latest media release, an SOS in an online PR emergency or help to devise a full campaign, Bundaberg Tourism is here to help.

Bundaberg Region Official Visitors Guide

Bundaberg Tourism produces the Bundaberg Region Visitors Guide. The Guide is aimed at visitor dispersal throughout the region and includes destination information and operator advertising. For advertising opportunities visit our marketing co-operative page at bundabergregion.org/co-operative-marketing. The Guide supports the Southern Great Barrier Reef Destination Guide.

Advertising opportunities have now closed for the 2022/23 financial year.

Bundaberg Region Visitor Map

This comprehensive street map of Bundaberg, Bargara and the Coral Coast, Childers, Woodgate Beach, Moore Park Beach and Gin Gin includes regional information. The map is free to visitors and to local businesses to distribute through their businesses.

Advertising opportunities will be opened in the 2023/24 financial year.

Southern Great Barrier Reef Destination Guide

This inspirational guide merges the individual precincts that Southern Great Barrier Reef encompasses, showcasing sweeping imagery and allowing a focus on the regions Hero Experiences of Southern Great Barrier Reef, Turtles, Regional Flavours and Regional Characters. This guide is distributed nationally through accredited Visitor Information Centres, consumer shows and TEQ international offices.

The timing of advertising opportunities are being determined.

Submit Your Event

Timing:
April – August 2023

Target Markets:
All intrastate HVT markets within a 400km radius of Bundaberg

Major events contribute to the Bundaberg regional economy; attract visitors; enhance the profile of the region; and foster community pride.

Many of these regional events take place in the cooler months of autumn, winter and spring, and to build out of region awareness of these, Bundaberg Tourism is introducing an annual Events Campaign.

The campaign will be conducted in partnership with the local tourism industry and community and will target High Value Travelers within the 400km drive radius of the Bundaberg region.

Opportunities beyond the set Packages are also available - just talk to us about what you want to achieve.