The Atherton Tablelands is the focus of an exciting new regional destination marketing campaign aimed at attracting the self-drive and fly-drive market to experience the rich heritage charm, outstanding natural beauty, foodie and cultural attractions of the region.
Discover Magazine, along with its new printed companion Discover Touring Map, will be launched on May 25 to Tourism Atherton Tablelands’ members at Kur-Cow in Kuranda.
Eddy Nye, chair of the local tourism organisation, said the launch would officially kick off a six-month Discover Perfect campaign, aimed at raising awareness of the Atherton Tablelands and its hero experiences.
“We have been able to build on the success of Discover magazine visitor guide, which has been the major in-print promotional publication for our region over the last three decades.
“This is an exciting and dynamic all-encompassing marketing campaign that stretches across print, TV, social media, Atherton Tablelands’ digital assets, direct mail, and publicity.”
Mr Nye said in addition to the 80,000 visitor guides that have been printed and will be distributed through visitor information centres, and major caravan and camping shows, 150,000 touring maps would also hit the market with a targeted focus on the key drive regions of Townsville and Mackay
“The Atherton Tablelands is a popular self-drive destination and we are excited to encourage those that live within one day’s drive to experience for themselves why it is so special,” Mr Nye added.
The touring map also incorporates user-friendly themed trail maps, which will be available on the Discover Atherton Tablelands app, for Apple and Android devices.
The self-drive trails combine postcard-perfect landscapes, indulgent gourmet delights, cultural and historic highpoints and stunning natural attractions.
“There are seven themed drives – Heritage, Great Outdoors, Museums and Galleries, Waterfalls and Waterways, Geological Wonders, Landscapes, and Wildlife and Food Trails. These are designed to link tourism attractions and activities across the region.
“While visitors can tailor their holiday around the types of experiences that interest them, the routes are designed to take them through the various towns and areas and introduce them to new and different activities to enjoy.”
Mr Nye said letterbox drops and in-print advertising would also be underpinned by a two-month television campaign.
Phase two of the marketing activity will also see social media advertising, a digital video showcase, and a consumer competition to win a holiday on the Atherton Tablelands.
Mr Nye also acknowledged Tourism Tropical North Queensland (TTNQ) for its support of the new initiative.
“Discover has the largest distribution of any regional visitor guide and the trails are a hit with travellers so producing the Touring Map was an obvious move,” he said.
“We are delighted with the quality of our Discover Magazine, which can also be accessed online and via the Discover App. It’s the most comprehensive, informative and engaging publication in the region, which has been the cornerstone of its success over all these years.”