A fully restored steam locomotive engine will be centre stage at the launch of Tourism Atherton Tablelands’ 2022-23 Discover Touring Map at the Atherton Herberton Historic Railway, today August 23.

Eddy Nye, chair of Tourism Atherton Tablelands, said the Discover Touring Map campaign had targeted the domestic self-drive family market looking to have a holiday in Australia with images and information on the many trails and attractions throughout the region.

“We want to inspire families to cherish the time while their children are young to make new and special memories together – a lifetime of magical holiday memories,” Mr Nye said.

“We are delighted to launch the Discover Touring Map at the Atherton Herberton Historic Railway and showcase their pride and joy.

“It’s not just the kids who are delighted and excited by trains, especially glorious old steam engines that suggest fun, adventure, history and cultural heritage, all of which can be found on our beautiful Atherton Tablelands.”

He said 150,000 copies of the DL double-sided fold out touring map had been printed. A targeted advertising campaign across Townsville and Mackay coincided with the distribution of 100,000 touring maps into these major regional areas via targeted letterbox drops.

“A further 50,000 had been distributed to high-traffic visitor information centres, brochure boards and tour desks in Cairns, Port Douglas, Cassowary Coast and the Tablelands, and to high-traffic visitor information centres from Innisfail south to Rockhampton and west to Charters Towers and Emerald,” he said.

The campaign is supported by a comprehensive, digital version of Discover Magazine 2022/23, a seven themed drive trails booklet with content featured in the magazine and advertising in the Discover Touring Map, and a Discover Atherton Tablelands app.

The themed drives – Heritage, Great Outdoors, Museums and Galleries, Waterfalls and Waterways, Geological Wonders, Landscapes, and Wildlife and Food Trails — are designed to link tourism attractions and activities across the region.

New Youtube videos themed around ‘Discover Your Joy’ feature four unique family adventures – Overnight Camping, Crater Lakes and Outdoor Movies, Herberton Mountain Biking, and Misty Mountains Adventures.

Between April 1 and June 28, Discover Atherton Tablelands social media assets had two million impressions, as part of its touring map campaign.

“We continue to see an uplift in the use of Atherton Tablelands digital assets and through the use of the Discover Atherton Tablelands app we can reach a great audience,” Mr Nye said. Overall for the 2021/22, Atherton Tablelands social media assets reached 10 million people.

Mr Nye acknowledged Tourism Tropical North Queensland (TTNQ), which partnered with Tourism Atherton Tablelands in the $70,000 Discover Touring Map campaign.

The touring map is part of the Atherton Tablelands Discover Perfect promotion of the region, aimed at attracting the self-drive and fly-drive market to experience the rich heritage charm, outstanding natural beauty, and foodie and cultural attractions the Atherton Tablelands offers in its unique altitudinal setting in the tropics.  

“The Atherton Tablelands is a popular self-drive destination and we encourage people who live within one day’s drive to experience for themselves why it is so special up here,” Mr Nye added.