Clear, simple messaging focusing on the “perfect” experiences that can be found on the Atherton Tablelands was the inspiration behind the local tourism organisations’s new destination brand.
Tabling his report at the annual general meeting, outgoing Chairman Brett Stevenson said the largely volunteer LTO had delivered a number of key marketing activities during the 2018-19 financial year, including rolling out the Atherton Tablelands’ Discover Perfect campaign.
“The Discover Perfect campaign was a natural evolution of the discover brand, which has been synonymous with the Atherton Tablelands destination for the last three decades.”
Supporting the campaign was a new website with enhanced digital features, six new videos produced by Phlipvids showcasing some of the “perfect” experiences that can be found on the Atherton Tablelands and the new Travel Guide app, which hosts the Atherton Tablelands Discover publication produced by Atherton Tablelands Promotion Bureau Ltd.
A partnership with Queensland Rail also saw the Atherton Tablelands Discover Perfect campaign promoted at one of Brisbane’s busiest train stations – Roma Street – with a number of light boxes and supported advertising in its in-house publication Embark.
The LTO also continued to bolster its efforts in the digital space, producing 48 travel blogs as well as adding additional features to the destination’s new website.
“Enhancements include member product brochures and a concierge service,” Mr Stevenson added.
“This unique online platform allows visitors to submit more information on their visit to the region including type of accommodation they are looking for, type of activities of interest, when they are coming, how many travelling and so on.
“Within 24 hours, the visitor has a tailored itinerary suggesting locations to stay and what to do, matching their interests.”
The destination was also well showcased at the three major caravan and camping shows at Brisbane, Sydney and Melbourne under the Caravanning Queensland banner, continuing its efforts in the self-drive market.
Mr Stevenson thanked his fellow board members, for their continued support. “They have brought an enormous amount of industry experience to the table for the collective benefit of the Atherton Tablelands.
The 2018-19 directors included Angela Freeman from Wildlife TNQ, Tracy Klaproth from On the Wallaby, Eddy Nye from Rainforest Bounty, Brett Cameron from Brett’s Outback Tasting Adventures, Rebekah Haase as the outback representative, Cr Nipper Brown from Mareeba Shire Council, Bob Owen from Tablelands Regional Council and Brad Farrington as a special interest director.
He also thanked the marketing and media team, along with executive officer and board secretary Bronwyn Jones, for their dedication and professionalism.
Appointed to position of chair at Monday’s AGM was Eddy Nye with Rebekah Haase taking on the role of deputy chair. They join Angela Freeman as treasurer, along with Brett Cameron, Brett Stevenson and Brad Farrington as directors.
Atherton Tablelands Promotion Bureau Limited