Tourism Queensland’s two-week ‘I Spy’ marketing campaign has boosted business for participating operators, which have recorded a 49 percent increase in overall bookings according to initial results.
Tourism Queensland Acting CEO Leanne Coddington said these early results for the campaign, run jointly by Tourism Queensland and Wotif.com, were fantastic for Queensland’s tourism industry.
“Wotif.com has reported a 52 percent year-on-year increase in room nights for participating operators during the campaign which ran from 23 September to 8 October,” Ms Coddington said.
“This is great news for the more than 370 Queensland operators who took part in the ‘I Spy’ marketing campaign as they head into the traditional shoulder season between the September school holidays and Christmas.
“It has provided an added boost for Queensland tourism operators, following a bumper September school holiday period.”
Ms Coddington said the nostalgic nature of the ‘I Spy’ campaign had obviously struck a chord with Australian holidaymakers.
“The campaign drew on the game ‘I Spy with my little eye’ which most Australians would remember playing as children,” she said.
“Over the past two weeks we have been reminding Australians of their happy childhood holiday memories, including playing ‘I Spy’, by encouraging them to relive their Queensland holiday experiences with their own families.
“This reminder was spied by Aussies on TV, via the airwaves and online, which was perfect timing as we head through spring and into summer.
“By partnering with Wotif.com and their tourism activities and experiences arm GoDo, the campaign reached a potential 1.8 million Wotif.com subscribers in Australia and New Zealand and more than 450,000 Tourism Queensland e-newsletter subscribers.”
Ms Coddington said the campaign had also incorporated Wotif.com’s tourism activities and experiences arm GoDo.
“Accommodation deals such as a night on the Gold Coast from $79*, in Tropical North Queensland from $89* or the Sunshine Coast from $99* were offered via Wotif.com and obviously hit the mark with holidaymakers.
“Tour and activity deals such as a $31** day pass to a Gold Coast wildlife sanctuary or a full-day Cooktown 4WD adventure from $230** were also on offer via GoDo.com.au
“We’ve had some fantastic weather over the past few months, so combine that with some incredible holiday deals using a partner such as wotif.com, and we are very happy with these initial results.”
She said the latest national tourism figures support the renewed popularity of holidaying at home with the number of Australians taking a Queensland holiday increasing six percent to 7.6 million in the year to June 30.
Wotif Group’s CEO Robbie Cooke said the campaign had put a spring in the step of Queensland suppliers coming into the summer period.
“This is the first time we’ve done a campaign of this size in Queensland and we’re thrilled with the results,” Mr Cooke said.
“Indications from our Queensland suppliers so far have been overwhelmingly positive, confirming the campaign was a success.”
*Deals are based on per room per night, twin share. Minimum night stay may be required.