Good to Go' campaign rolls out across Queensland
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View past editions of Eye on Q
11 June 2020
'Good to Go' campaign rolls out across
Queensland
TEQ's 'Queensland, You're Good to Go' campaign is in full swing, with print and digital
advertising rolling out across the state.
All this week, Nine News Queensland's 4:00pm and 6:00pm news bulletins have been
featuring live weather crosses showcasing tourism destinations around the state, while
out-of-home advertising has gone live across Queensland - all designed to inspire
Queenslanders to explore the very best of their own backyard, particularly during the
June/July school holidays and beyond.
The campaign TV commercial, featuring Queensland musicians Busby Marou, is set to
kick off from Sunday, 14 June and has been filmed at locations across Queensland,
including Cape Hillsborough (pictured above).
The campaign, which targets holiday visitors and those travelling overnight to
reconnect with friends and relatives, is also running across social media and radio. TEQ
has also partnered with several retail distribution partners to provide significant offers.
The launch of TEQ's new campaign has gone hand-in-hand with the launch of our
brand-new website Queensland.com, marketing Queensland's tourism and events
experiences, which is already seeing an increase in engagement.
Key features of the redesigned and rebuilt Queensland.com include its use of world-
leading technology to deliver personalised web experiences for aspiring travellers.
Insights gathered from the new website will be valuable in the development of
marketing campaigns such as the Good to Go campaign currently in market.
MORE ON THE CAMPAIGN
How to get involved
There are a number of ways Queensland's tourism businesses can get involved with the
Good to Go campaign:
View the fact sheet outlining the information tourism businesses need to know to
leverage the campaign.
Ensure you're Good to Go by having the required COVID Safe documentation in
place.
Log into ATDW Online, navigate to the 'Accreditations' section and select the
COVID Safe programs you have completed: COVID Safe documentation in place,
COVID Clean module completed or COVID Ready Program completed.
Update (or create) your ATDW listing - with holiday deals, refreshed images and
up-to-date content about your business operations and information to reassure
customers about safety - this will ensure an optimal presence for your business
on the new Queensland.com, which is the call to action for the campaign.
Connect with TEQ's new Industry Media Agency for Tourism and
Events (IMATE) to gain greater insight into TEQs media plans, receive an
industry toolkit on no charge alignment opportunities, or to assist in planning,
booking and delivering your own advertising activity that leverages TEQ's media
buy.
Engage with Queensland's social media channels using the #thisisqueensland
hashtag.
VIEW THE FACT SHEET
COVID 19: What's new this week
Industry Plan approved: The Industry COVID Safe Plan for Tourism and
Accommodation, developed by the Queensland Tourism Industry Council (QTIC), has
now been approved by Queensland’s Chief Health Officer and is available here for
tourism and accommodation businesses.
The Industry Plan provides key principles and approved options for businesses to
operate beyond the baseline restrictions. To comply with the Industry Plan, you must
complete a COVID Safe Plan (there is a template within the Industry Plan document).
There is no need to submit your plan for approval by Queensland Health.
There are also a number of additional approved Industry Plans that may also apply to
tourism and accommodation businesses. If your tourism or accommodation business
contains a restaurant, pub, winery, beauty salon or beauty services, swimming pool or
gaming facilities you will need to visit the Approved Industry COVID Safe Plans
webpage and ensure you are compliant with all relevant Industry Plans for all areas or
activities of your business.
For a summary of the Tourism and Accommodation Industry Plan, please see this new
fact sheet.
Good to Go stamp: With the launch of TEQ’s Good to Go campaign, tourism
businesses can display the Good to Go stamp to assure travellers that they are offering
a safe travel experience. Once you have the required COVID Safe documentation in
place, you can download the 'Good to Go' stamp as well as the style guide from our
campaign webpage.
Queensland event award wins
Two Queensland business events have taken out several top honours at the MEALIVE
Awards 2019 - Meeting & Events Australia's annual National Awards ceremony which
was held virtually last Friday at ICC Sydney Studios.
SportAccord Gold Coast Amway China event
SportAccord Gold Coast 2019 claimed The Amway China Leadership Seminar
four awards, receiving the Platinum held in Cairns last year, delivered by
Award for Best Event in Australia, the Encore Event Technologies, won the
national and state awards for national Incentive Event of the Year
Government Event of the Year and award.
Queensland’s Event Legacy Award.
Amway China welcomed more than 6,000
The 2019 edition of SportAccord delegates in waves for the four-day
welcomed more than 1,700 delegates to
the Gold Coast Convention & Exhibition seminar and incentive program across the
Centre last May, including Cairns and Great Barrier Reef region.
representatives from 500 different
During their time in the destination,
international businesses, sports
delegates also spent time on the Great
federations and rights holders.
Barrier Reef, took in a bird’s eye view of
The event was secured for the Gold Coast the world-heritage listed rainforest on
through a partnership between TEQ, Skyrail and experienced the only place on
Tourism Australia, Gold Coast City earth where two ancient cultures meet.
Council and Destination Gold Coast, and
The event was secured through a
was delivered in partnership with ICMS
partnership between Tourism Tropical
Australasia. Congratulations to ICMS
North Queensland, TEQ and Tourism
Australasia for entering and winning the
Australia.
awards for their involvement in delivering
SportAccord 2019.
Qantas increases flight
routes
The Qantas Group has announced that
Qantas and Jetstar will increase their
domestic and regional flying for June and
July as travel restrictions start to ease
across the country. The additional
services will see capacity increase from
five per cent of pre-coronavirus levels, to
15 per cent by the end of June, equating
to more than 300 additional return
flights per week.
READ MORE
Sharing Queensland across the globe
Western markets Eastern markets As TEQ’s domestic campaign rolls out, so TEQ’s teams in India and China teamed too has an inspirational virtual social up with Tourism Australia (TA) for a media campaign in Europe in line with series of events in market recently. As local easing of travel and border part of TA’s Industry Webinar Series in restrictions and travel desire increasing. the Indian market, Queensland Week was The TEQ campaign involves a mix of held at the end of May with 19 presenters digital advertising across several high- covering 24 products and five regions – traffic travel and lifestyle websites and Cairns and Great Barrier Reef, The inspirational blog content designed to Whitsundays, Sunshine Coast, Brisbane encourage Queensland travel dreaming and the Gold Coast. A total of 929 agents amongst European travellers. In the UK, participated in three dedicated TEQ took Facebook users on a week-long Queensland webinar sessions. TEQ's adventure along The Matilda Way to China team had their first face-to-face inspire travel dreaming among those still travel trade meetings since January 2020 at home in lockdown - delivering a reach late last week, joining TA and other state of almost 400,000 people and more than tourism organisations to host key 6,000 engagements. On the trade front, distribution partners for dinner last TEQ has partnered with UK trade Thursday evening followed by a series of publication Travel Bulletin to launch a face-to-face meetings in Hangzhou on month-long campaign via their Friday. TravelGym training portal to inspire and educate UK trade about Queensland's tourism destinations and experiences. Business resource: The changing needs of Australian travellers as they emerge from lockdown As the tourism industry re-opens and the travellers being to return to hotels, tours and destinations, ensuring that your business delivers on new expectations will be vital for longer term success. New to TEQ’s COVID-19 research dashboard is a consumer sentiment report from YouGov being updated weekly. The report highlights some new,
and very important changes to Australian consumer behaviour and expectations when
it comes to travel, including:
Younger generations appear more comfortable to plan/book, want to take trips
sooner and are willing to pay more for travel compared to older generations.
An indication there may be fewer bookings through retail and online travel
agents.
Flexible booking options will be a key factor for consumers when booking travel
in the future (83 per cent).
On future travel behaviour, more than half (53 per cent) said they will ensure the
destination has sufficient health safeguards in place.
Almost half (47 per cent) will only stay at hotels/resorts that guarantee
cleanliness.
Visiting overnight with family or friends was the clear leader in how Australians
would feel most comfortable travelling.
The research highlights the need for tourism experiences to consider how they can
clearly and effectively communicate the efforts they are making to protect public
health. This is important both to reassure travellers as they emerge and return to
travel, as well as in making a positive impact on those Australian travellers who would
have travelled overseas this year. By meeting expectations, Queensland’s tourism
businesses have an opportunity to convert travellers into long-time repeat visitors.
This article by Hotel Management Magazine, while focused on hotels, has extensive
suggestions for what businesses can implement, and then communicate to guests.
VIEW MORE RESEARCH
Industry opportunities
COVID-19 Clean business module
QTIC has worked with the industry’s national organisation, the Australian Tourism
Industry Council to create an optional online COVID-19 CLEAN business module,
based on the Quality Tourism Framework platform. Completing the checklist will give
access to a national COVID-clean logo for tourism operators. The intention is to
reassure travellers of our industry’s ability to provide safe experiences as travel
restrictions are eased.
ATEC COVID Ready Program The Australian Tourism Export Council has developed a tourism-friendly set of tools to assist businesses to open with clarity and ensure safety for the business, staff and customers. Once complete, businesses can display a COVID Ready badge and be listed in a trade directory. Good to Go campaign Businesses will be able to display the 'Good to Go' stamp if they have the required COVID Safe documentation in place. There are a number of other ways Queensland's tourism businesses can get involved with and leverage the 'Good to Go' campaign, ranging from no-cost opportunities to being able to utilise TEQ's new Industry Media Agency (IMATE) to plan, book and deliver individual campaigns that benefit from leveraging TEQ's media buy. For full details view the campaign fact sheet. QTIC Micro-Credentialing Program The Queensland Tourism Industry Council's Micro-Credentialing Program is designed to equip tourism and hospitality businesses with specific skills to better support employees, adopt innovations and improve productivity. Several course modules are offered including a complimentary COVID-19 Responsibility and Service Tips module. Register your expression of interest now. JobKeeper survey Have your say on the extension of the JobKeeper Federal Government support package following the impacts of COVID-19 on the Australian tourism industry by completing ATEC's JobKeeper survey. Indigenous Innovation and Entrepreneurs Pathway Program Applications are now open for the Advance Queensland Indigenous Innovation and Entrepreneurs Pathway Program, supporting Aboriginal and Torres Strait Islander people by creating pathways to participate in Queensland's innovation economy. It is designed and delivered by Indigenous experts through TAFE Queensland and helps connect Indigenous innovators, entrepreneurs and small businesses with industry representatives - supporting you and the growth of your business.
2:00pm, Thursday, 11 June 2020
ATEC Road to Recovery Tourism Tutorial
ATEC's 36-week program designed to provide the tourism industry with all the
necessary tools to be ready for the bounce back. The Road to Recovery Tourism
Tutorials are just 45 mins and are free of charge.
6:00pm, Tuesday, 16 June 2020
Travel Learnings from Asia for a Post-COVID World
Join a webinar with Klook, a world-leading travel activities and services booking
platform, to hear insights from Asia and what learnings can be taken away for
Australia’s own tourism recovery efforts.
MORE OPPORTUNITIES
Quick snippets
Registrations for tourism infrastructure funding are now open, with $25
million worth of funding for shovel-ready tourism projects.
A new Resilience and Risk Reduction Fund for 2019-20 has been announced,
making more than $13 million from the Commonwealth and Queensland governments
available to help local communities better prepare for future disasters. Eligible
applicants include local governments, Queensland Government departments and
agencies, and incorporated not-for-profit-organisations.
The Queensland Museum Network will reopen to the public this month, including
the Cobb+Co Museum, Toowoomba (from 13 June), The Workshops Rail Museum,
Ipswich (from 15 June), and the Queensland Museum, South Bank, Brisbane (from 25
June). The Museum of Tropical Queensland, Townsville will remain closed to the
public until January 2021 for remedial building works.
QAGOMA will re-open from this month, sharing some new exhibitions, refreshed
galleries and a safe and comfortable space to explore. The Queensland Art Gallery willre-open to the public from Monday, 22 June while the Gallery of Modern Art will open
from Friday, 7 August.
Destination Gold Coast has launched a new 'Let's meet again soon' video to
highlight the hard work behind the scenes as the business events sector eagerly awaits
the return of conferences and meetings.
Organisers of the 2021 Birdsville Big Red Bash have reported their release of a
limited run of refund tickets to next year's event sold out in less than five minutes.
We hope you are enjoying the new format of Eye on Q. Feedback is welcomed at industry.news@queensland.com
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