visit sunshine coast marketing opportunities guide...media familiarisations (famils) offer members...

V I S I T S U N S H I N E C O A S T

2 0 2 0

MARKETINGOPPORTUNITIES GUIDE

https://teamsunshinecoast.com/co-op-marketing/

VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020

As the key economic driver for the Sunshine Coast and generating $2.5 billion annually, Visit Sunshine Coast (VSC) is vested with the responsibility of driving demand to the region and sharing the region’s story with the world.

Last financial year, VSC delivered an extraordinary range of destination marketing initiatives that have resulted in record visitation to the region - highlighted by the Sunshine Coast Airport being the fastest growing airport in Australia.

Visitation to the Sunshine Coast is experiencing incredible growth and the global conditions are primed for your business to take advantage of this opportunity.

The Marketing Opportunities Guide details a range of strategic and tactical co-operative marketing initiatives that will assist your business to capitalise on the momentum and continued growth of the Sunshine Coast as a premier holiday destination, in alignment with the five Sunshine Coast ‘Naturally refreshing’ brand pillars:• Contemporary beach culture• Wonders of nature• Innovative food and produce• Exhilarating events• Immersive encounters

This document is designed for tourism businesses to plan and align activity with VSC, while leveraging marketing opportunities that might not have otherwise been possible.



CO-OPERATIVEVISIT SUNSHINE COAST AUDIENCES

SOCIAL

CONSUMER NEWSLETTERby interest:

CONSUMERNEWSLETTERby location:

110kfollowers

104kfollowers

33kfood & drink

19karts

12.4kNew Zealand

2.5kVIC

3.5kNSW

11kdrive market

47kaccommodation

45kbeaches

23kactivities & sports

39kfamily

17,800followers





TRADENEWSLETTER

2,500WEBSITETRAFFIC

AVERAGE WEBSITE VISITORS PER MONTH

65kBUSINESS & EVENTSNEWSLETTER

6,000

KEY CAMPAIGN PERIODS KEY SOURCE MARKETS

- Always-On Digital

- October and November

- January and February

- Winter

IntrastateIntrastate: 400km radius of the Sunshine CoastNorthern Rivers, Gold Coast, Brisbane, Toowoomba, Wide Bay/Maryborough

Interstate & InternationalSydney & regional NSWMelbourne & regional VictoriaAdelaideNew Zealand - Auckland



MARKETING

FACEBOOK ‘ALWAYS ON’ CAROUSEL ADSFor two weeks of each month, VSC will run a multi-product ad (MPA) on Facebook, featuring five member operators. The MPAs are set up as thumbnail ads on a rotating carousel, and each ad will feature a tactical offer with a price point, linking b ack to the operator listing on visitsunshinecoast.com/deals.

5 x ad set-ups (1 per operator)

5 x ad spend – key source markets

$225 per operator ($475 value)

VSC HOMEPAGE CONTENT CARDS - DEALSVSC web tiles featuring deals that can be activated on VSC homepage – three cards per row, active for 30 days.

3 x card set-ups (1 per operator) per month

$250 per operator ($400 value)

*Not yet available - start date TBA

DEALSFREE to all operators their deal listing on the VSC deals web page – application online and automated reminder set-up for alert prior to deal expiring. Open anytime, for any length of deal.

teamsunshinecoast.com/submit-a-deal




DRIVE CAMPAIGN LEVERAGINGDedicated Facebook ad running throughout campaign, leveraging audience & messaging, for a two-week period.

4 x ad set-ups (1 per operator) per quarter

4 x ad spend – key source markets

Maximum 1 per quarter, per operator

$750 per operator ($1,250 value)

JETSTAR INFLIGHT MAGAZINE CO-OPFull page ad in front half of Jetstar Inflight Mag. All key source markets, readership 276,000.

6 x itinerary/operator features set-ups (1 per operator) per quarter

$550 per operator

Double page spread ad in front half of Jetstar Inflight Mag.

All key source markets, readership 276,000

8 x itinerary/operator features set-ups (1 per operator) per quarter

$750 per operator

SUNSHINE COAST1. Boutique brewingIf you’re craving a cold ale, lager, IPA or stout, the Sunshine

Coast has an ever-increasing number of award-winning beerpreneurs serving up craft brews. From Brouhaha Brewery

in the Hinterland town of Maleny, and 10 Toes in Alexandra

Headland, down to Your Mates Brewing Co and Moffat Beach Brewing Co in Caloundra, there is sure to be a beer

to quench your thirst.

3. Aquatic fun Embrace an endless summer with a day in, on and around the

water. Soak up the sunshine at one of many pristine beaches

where the average sea temps for April are a perfect 24-26oC,

explore the turquoise waters of Cotton Tree with a leisurely

SUP, and finish the day with a Maroochy River sunset cruise.

4. Discover the HinterlandDrive through the scenic Sunshine Coast Hinterland and

discover that Insta-worthy shot of the iconic Glasshouse

Mountains. Walk through lush green valleys and find a natural

waterfall. Or find that perfect gift, art and crafts in one of the

quaint hinterland villages.

5. A foodie adventureTaste fresh local produce from roadside stalls, pick your own

strawberries and taste award-winning yoghurts and cheeses

in the hinterland dairies. Delight your tastebuds at the Ocean

Street World Festival where performers, artisans and chefs

from all over the globe will showcase their talents.

2. Close encounters with wildlifeGet up close to a crocodile, cuddle a koala, pat a dingo, feed

a giraffe, walk with a tiger or be a zookeeper for a day at

Australia Zoo. Swim with rescued seals or dive with sharks

and other marine creatures in their beachside aquarium home

at SEALIFE Sunshine Coast. Or for something completely

different, get up close to magnificent dromedaries and taste a

camel milk chocolate at Q Station!

#visitsunshinecoastvisitsunshinecoast.com

*Limited number of packages available

Your culinary connection to a stunning region

A natural food bowl, the Sunshine Coast is one of Australia’s fastest emerging world-class culinary

destinations. With its distinctive coast and country geography, the region delights with an appetising

variety of producers, waterfront restaurants, wineries, breweries, food festivals, cooking schools and

farmers markets.

900 innovative farmers and producers

The warm climate, rich soil and abundant oceans

ensure the Sunshine Coast is ideal for creating

exceptional food products, from camel milk

chocolate to native lemon myrtle tea.

Paddock-to-plate experiences abound with farm

gates, food and wine tours and behind-the-scene

factory tours on offer for you to pick, smell,

sample and savour authentic food.

Internationally sought-after seafood

Mooloolaba is the biggest swordfish port in

Australia and one of the busiest seafood ports on

the eastern seaboard. The wharf is a hive of daily

activity, with trawlers bringing in boatloads of

world-renowned Mooloolaba prawns, swordfish,

lobsters and spanner crabs. Sustainability is at its

core with Walker Seafoods Australia the first tuna

fishery in Australia to earn Marine Stewardship

Council (MSC) certification.

Fly direct to the Sunshine Coast

C O M E J O I N U S I N M AY

N O O S A F O O D A N D W I N E . C O M . A U

Award-winning breweries

From Land & Sea in Noosa to Brouhaha in Maleny,

the Sunshine Coast punches above its weight for

dynamic craft breweries.

Moffat Beach Brewing Co won the 2018 Champion

Small Brewer of Australia award and there are

over 12 breweries in the region. Don’t miss any

with a Sunshine Coast Craft Beer Tour.

Foodie finds

From coastal day trips to bespoke foodie tours,

road trips are a great way to discover the hidden

gems of the Sunshine Coast. Map out your own

food adventure through our food trail tool:

seqfoodtrails.com.au/Sunshine-Coast. Or for

a new perspective, tap into Slow Food Noosa

- Australia’s largest Slow Food region and the

first to launch a Snail of Approval program to

support restaurants and farmgates and promote

restaurants and farmgates using local produce.

Exceptional dining, breathtaking views

The Sunshine Coast boasts more than 740

restaurants, with six dining precincts. From

the relaxed sophistication of Hastings Street’s

beachfront dining, to the eclectic vibe and late-

night music of Ocean Street and the indulgent

tranquillity of the Hinterland, there is something

for every mood and palate.

The magic of markets

Day or night you can meander through markets

to meet the makers. Chat, try and buy from the

region’s most passionate food and beverage

entrepreneurs, from the Noosa’s Farmers Markets

to Caloundra’s Country Markets and everything in

between. And no visit is complete without a trip

to Australia’s most famous market, the Original

Eumundi Market.

and discover a

8 - 1 1 t h A u g u s t 2 0 1 9

Australia’s newest culinary festival.

Regionally Cultivated, Expertly Plated.

Visit

thecuratedplate.com.au

for more information.

Zaiyu Hasegawa,

Den, Japan - two Michelin-stars

Fly direct to the Sunshine Coast from Sydney, Melbourne and Adelaide with Jetstar, Virgin Australia or

Qantas. Learn more at: visitnoosa.com.au, visitsunshinecoast.com and sunshinecoastairport.com.au

foodie paradise



Discover SUNSHINE COASTwith Paradise Seaplanes

SOLUS DIGITAL PACKAGEComplete digital content package for members.

Social package - $2,500 value

Social & Content package - $4,400 value

Social, Video & Content package - $6,650 value

1 x Instastory on VSC channel

1 x Facebook paid ad running 2 weeks

2 x tweets on VSC channel

$1,500 p/mth

1 x blog post 500-750 words + 5 high res images




1 x EDM banner specific VSC monthly segment

1 x inclusion in itinerary

$2,500 p/mth

1 x blog post 500-750 words + 5 high res images




1 x EDM banner specific VSC monthly segment

1 x inclusion in itinerary

1 x 15” video for socials (also split into 2 x 6”)

$3,750 p/mth*Terms & Conditions: Subject to approval. Maxiumum one digital package per member, per quarter




ADDITIONAL QUARTERLY OPTIONSTalk to us if you are interested in any of these

opportunities:

• TV program sponsorship – Channel 7 & 9 – they can provide a list of shows and audience profiles that could suit your brand so you can sponsor the program i.e. “Better Homes & Gardens brought to you by......” - these will cover key areas – Maryborough, Toowoomba, Gold Coast & Lismore

• Australian Traveller – print and digital campaigns

• Kids on the Coast/City – cover and feature

• iHeart shaker ads for interstate deals promotion (deals must be qualified to feature)

• Gmail ads – for operators looking to target young families, SINKS/DINKS

MAJOR PARTNERSHIPS• Jetstar co-op – full marketing campaign May

• Air NZ co-op – full marketing campaign January

• Channel 7 – TVC schedule with sponsorship

• Channel 9 – TVC schedule with sponsorship

• Whitespace – Facebook & Instagram

• Sunny Digital – Digital, SEO, Google Ads



PR & MEDIAMEDIA FAMILIARISATIONMedia Familiarisations (famils) offer members the opportunity to showcase and promote their business through a network of suited media and influencers, allowing them a hands-on, personal experience. Complimentary or discounted accommodation, or free entry, transport or tour options are requested in return for exposure. Contact: [email protected] for more information.



INTERNATIONAL TRADE

INTERNATIONAL TRAVEL PLANNER (ITP)The ITP is produced to assist international travel trade and domestic wholesalers with the sourcing of suitable international ready product for inclusion in itineraries.

It provides tourism and itinerary suggestions, whilst showcasing the breadth and diversity of the region. Inclusion is FREE for members.

TRADE EVENTSVSC will be attending a number of international trade events to showcase the Sunshine Coast and our businesses.

Visit Sunshine Coast Showcase Events

Sydney March 19th

Melbourne March 20th

Auckland, March 24th

20 Visit Sunshine Coast International Travel Planner 2019-2020

Narrows Escape Rainforest Retreat

78 Narrows Road, Montville

P +61 7 5478 5000 E [email protected]

W narrowsescape.com.au

A boutique luxury rainforest retreat for

couples, nestled in pristine rainforest

on the edge of Kondalilla National Park.

Six fully self-contained pavilions feature

contemporary luxury and free WiFi.

This resort provides a unique natural

experience.

Rating4.5 starType

RetreatRooms6Room rate From $385pnWiFi

Yes

Narrows Escape Rainforest RetreatQueensland Conference and Camping Centres

70 Obi Obi Road, Mapleton

P +61754563600E [email protected]

W qccc.org.au

ProudlyservingtheQueensland

communitysince1927,Queensland

ConferenceandCampingCentreshas

growntobeoneofthestate’slargest

environmentaleducationandjourney-

basedprogramproviders.

Ratingn/aType

RetreatRooms46Room rate From$70pnWiFi

Yes

QCCCMapleton@qccchappycampers

Spicers Clovelly Estate

68 Balmoral Road, Montville

P +61754521111E [email protected]

Wspicersretreats.com/spicers-clovelly-estate

Setonagentleriseinthetranquil

SunshineCoastHinterlandhills,this

Europeanestatehasareputationfor

exceptionalgourmetcuisineanda

wonderfullycharmingatmosphere.

Designedwithluxuriouscomfortasthe

firstpriority,everyoneofthe11suites

andcottagesisanoasisofcalm.

Rating5starType

RetreatRooms11Room rate From$399pnWiFi

Yes

SpicersClovellyEstate

Glasshouse Mountains Ecolodge

198 Barrs Road, Glass House Mountains

P +61 7 5493 0008 E [email protected]

W glasshouseecolodge.com

Quiet and peaceful accommodation

in the heart of the Glass House

Mountains and only 10 minutes from

Australia Zoo. Rating3.5*Type

RetreatRooms11Room rate From $128pnWiFi

Yes

Glasshouse Mountains Eco Lodge

@glasshouseecolodge

*self-rated

ACCOMMODATION - SUNSHINE COAST HINTERLAND

Contact us

Follow us

visitsunshinecoast.com

visitsunshinecoast.com/trade

#visitsunshinecoast

+ 61 7 5458 8800

[email protected]

/sunshinecoastQLD

@visitsunshinecoast

@sunshinecoastoz

/sunshinecoastQLD

sunshinecoastairport.com.au

FLY DIRECT TO SUNSHINE COAST

Step off the plane and experienceyour Sunshine Coast

Direct flights from Sydney, Melbourne, Adelaide, plus Auckland seasonally.

Easy connections from around the world.

Mary Cairncross Reserve - Maleny

Living in one of the most naturally beautiful places on the planet comes with a certain responsibility.The region offers a range of nature and wildlife experiences, from the rocky outcrops of the iconic Glass House Mountains to the pristine waterways of the Pumicestone Passage Marine Park. While the adjoining Noosa and Great Sandy Biospheres are home to many rare and endangered species, the Noosa Everglades, one of the only two everglades systems in the world, provide serene tranquillity.

The Sunshine Coast takes great care to protect its environment today for future generations.

Clean and green

InternationalSUNSHINE COASTQUEENSLAND | AUSTRALIA

Travel Planner

#visitsunshinecoast

2019-2020

visitsunshinecoast.comWhen printing we have proudly supported sustainable forest management in Australia and around the world.

Disclaimer: Visit Sunshine Coast publishes the ‘Sunshine Coast International Travel Planner’ as a guide only. Information is provided in good faith based on information supplied from government or reputable companies. Information is subject to change without notice. Visit Sunshine Coast and contractors cannot be held accountable or liable for any bookings, loss of business, income loss, inconvenience, injury or death as a result of information in this publication. Always check with the relevant authority to confirm the relevant information. Version 1 - 2019.

Contact [email protected] for further information on participating in any of the options below.



BUSINESS EVENTS

HOT DEALSFREE to all BESC members to have their deal listing on the BESC hot deals web page. Open anytime, for any length of deal.

FACT SHEETSVSC members receive FREE inclusion in BESC fact sheets (restaurant guides/transport options/activity options/offsite dining options/corporate gifting ideas/entertainers and speakers).

DELEGATE DEALSBESC members can also list their ‘Delegate deals’ - discounted attractions and tour rates exclusively for each qualified business event, its attendees and their families on the BESC website.

WHAT’S IN YOUR BACKYARDFREE: BESC members are invited to attend three ‘What’s in your backyard?’ events per year.

Contact [email protected] for further information on participating in any of the options below.



BUSINESS EVENTS

• AIME 7-19 Feb Melbourne

• VSC event 19 March Sydney

• VSC event 20 March Melbourne

• BESC/BEA Event* 23 March Auckland

• VSC event 24 March Auckland

• MEA Conference Evolve 3 May Hunter Valley

• Office Professionals Breakfast 15 May Brisbane

• IBTM Asia Pacific* 6-8 April Singapore

• BEA NZ Event* June (TBA) Auckland

• Exec PA Event Organiser Summit 16 July Brisbane

• Exec PA Event Organiser Summit 28 July Melbourne

• Exec PA Event Organiser Summit 6 Aug Sydney

• Sunshine Soiree Oct (TBA) Brisbane

• PCOA Conference 6-8 Dec Hobart

During the year we project manage the Sunshine Coast Regional presence at select corporate and industry trade shows, as well as at our own BESC run events. In 2020 BESC is attending trade related events in New Zealand and Asia with Business Events Australia* and will also be involved with VSC run events to be held in Auckland, Sydney and Melbourne.



2019 - 2020

TOURISM ESSENTIALS

MEMBERSHIPINDUSTRY DEVLOPMENTVisit Sunshine Coast (VSC) understands the need to assist the industry in the development of their individual businesses.

VSC offers training workshops and programs, often in conjunction with bodies such as Tourism and Events Queensland (TEQ) and Queensland Tourism Industry Council (QTIC).

The programs are designed to assist operators in acquiring the skills and knowledge required for businesses to prosper. The workshops are heavily subsidised by VSC and are open for non-members as well.

For more information contact: [email protected]

All co-operative marketing packages will be supported with end of campaign reports to members.

Please see here for full terms and conditions.



#visitsunshinecoastvisitsunshinecoast.com


visit sunshine coast marketing opportunities guide...media familiarisations (famils) offer members...

Documents