MARKETING OPPORTUNITIES GUIDE - VISIT SUNSHINE COAST - Team Sunshine Coast
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VISIT SUNSHINE COAST
MARKETING
OPPORTUNITIES GUIDE
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.
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
CO-OPERATIVE
VISIT SUNSHINE COAST AUDIENCES
SOCIAL
CONSUMER NEWSLETTER
by interest:
110k 104k
followers followers
33k
food & drink
47k
accommodation
23k
activities & sports
17,800
followers 19k arts
45k
beaches
39kfamily
12.4k 2.5k 3.5k 11k
CONSUMER
NEWSLETTER
by location: New Zealand VIC NSW drive market
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
TRADE WEBSITE
NEWSLETTER TRAFFIC
2,500
BUSINESS & EVENTS
NEWSLETTER
65k
6,000
AVERAGE WEBSITE
VISITORS PER MONTH
KEY CAMPAIGN PERIODS KEY SOURCE MARKETS
Intrastate
- Always-On Digital Intrastate: 400km radius of the Sunshine Coast
Northern Rivers, Gold Coast, Brisbane,
- October and November Toowoomba, Wide Bay/Maryborough
- January and February Interstate & International
Sydney & regional NSW
- Winter Melbourne & regional Victoria
Adelaide
New Zealand - Auckland
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
MARKETING
DEALS
FREE 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
FACEBOOK ‘ALWAYS ON’ CAROUSEL ADS
For 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 - DEALS
VSC 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
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
DRIVE CAMPAIGN LEVERAGING
Dedicated 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-OP
Full 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 and discover a foodie paradise
shine Coast
set-ups (1 per operator) per Fly direct to the Sun Award-winning breweries
Exceptional dining, breathtak
The Sunshine Coast
ing views
boasts more than
740
to Brouhaha in Maleny, dining precincts. From
From Land & Sea in Noosa restaurants, with six
above its weight for on of Hastings Street’s
quarter
the Sunshine Coast punches the relaxed sophisticati late-
dynamic craft breweries. the eclectic vibe and
beachfront dining, to
Co won the 2018 Champion Street and the indulgent
Moffat Beach Brewing night music of Ocean
award and there are there is something
Small Brewer of Australia tranquillity of the Hinterland,
in the region. Don’t miss any
over 12 breweries for every mood and palate.
Craft Beer Tour.
with a Sunshine Coast
$750 per operator Your culinary connectio
A natural food bowl,
destinations. With its
variety of producers,
n to a stunning region
the Sunshine Coast is
distinctive coast and
waterfront restaurants
one of Australia’s fastest
country geography, the
, wineries, breweries,
emerging world-class
region delights with an
food festivals, cooking
culinary
appetising
schools and
Foodie finds
From coastal day trips
road trips are a great
gems of the Sunshine
to bespoke foodie tours,
way to discover the hidden
Coast. Map out your
our food trail tool:
own
The magic of markets
Day or night you can
meander through markets
to meet the makers. Chat,
region’s most passionate
entrepreneurs, from the
try and buy from the
food and beverage
Noosa’s Farmers Markets
farmers markets. food adventure through Markets and everything
in
ter seafood unshine-Coast. Or
for to Caloundra’s Country
and producers Internationally sought-af seqfoodtrails.com.au/S is complete without a trip
900 innovative farmers swordfish port in into Slow Food Noosa between. And no visit
Mooloolaba is the biggest a new perspective, tap market, the Original
soil and abundant oceans busiest seafood ports
on region and the to Australia’s most famous
The warm climate, rich Australia and one of the - Australia’s largest Slow
Food
Coast is ideal for creating The wharf is a hive of
daily
of Approval program
to Eumundi Market.
ensure the Sunshine the eastern seaboard. first to launch a Snail
SUNSHINE
from camel milk bringing in boatloads
of
farmgates and promote
exceptional food products, activity, with trawlers support restaurants and
myrtle tea. prawns, swordfish, using local produce.
chocolate to native lemon world-renowned Mooloolaba restaurants and farmgates
COAST
abound with farm ty is at its
Paddock-to-plate experiences lobsters and spanner crabs. Sustainabili Virgin Australia or
and Adelaide with Jetstar,
and behind-the-scene Australia the first tuna Coast from Sydney, Melbourne astairport.com.au 1. Boutiqu
gates, food and wine tours core with Walker Seafoods Fly direct to the Sunshine ecoast.com and sunshineco e brewing
for you to pick, smell, earn Marine Stewardship visitnoosa.com.au, visitsunshin If you’re crav
factory tours on offer fishery in Australia to Qantas. Learn more at: ing a cold ale,
*Limited number of packages available sample and savour authentic
food.
Council (MSC) certification
. Coast has an lager, IPA or
ever-increasin stout, the Suns 4. Discover
beerpreneurs g number of hine the Hinterla
serving up award-winnin Drive through nd
in the Hinte craft brews. the scenic Suns
rland From Brouhaha g discover that hine Coast
Headland, dow town of Maleny, and Brewery Insta-worthy Hinterland
and
n to Your Mate 10 Toes Mountains. shot of the
Beach Brew
ing Co in Calo s Brewing Co in Alexandra waterfall. Or
Walk through
lush
iconic Glas
shouse
to quench your undra, there and Moffat find that perfe green valleys and find
thirst. is sure to be quaint hinte ct gift, art and a natural
a beer rland villag crafts in one
19
es. of the
8-11th August 20 2. Close enco
unters with 5. A foodie
Australia’s newest culinary
festival. Get up close wildlife adventure
I N M AY Regionally Cultivated, Expertly
Plated. to a crocodile Taste fresh
COME JOIN US a giraffe, walk
with a tiger
, cuddle a koal
a, pat a ding local produce
AU Australia Zoo. or be a zook o, feed strawberries from roadside
NDWINE.COM. and taste awar stalls, pick
NOOSAFOODA Visit
Swim with eeper for a in the hinte d-wi your
thecuratedplate.com.au and other mari rescued seals day at rland dairies. nning yogh own
ne creatures or dive with Street Wor Delight your urts and chee
for more information. at SEALIFE in their beac sharks ld Festival tastebuds at ses
Sunshine Coas hside aqua from all over where perfo the Ocean
Zaiyu Hasegawa, different, get t. Or for som rium home the globe will rmers, artis
up close to ething com showcase their ans and chefs
Den, Japan - two Michelin-stars camel milk magnificent pletely
chocolate at dromedaries talents.
Q Station! and taste a
3. Aquatic
fun
Embrace an
endless sum
water. Soak mer with a
up the suns day in, on and
where the aver hine at one around the
age sea temp of man y pristine beac
explore the s for April are hes
turq a perfect 24-2
SUP, and finish uoise waters of Cotton 6oC,
the day with Tree with a
leisurely
a Maroochy
River sunset #visitsunshin
cruise. ecoast
visitsunshine
coast.com
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
SOLUS DIGITAL PACKAGE
Complete digital content package for members.
Social package - $2,500 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
Social & Content package - $4,400 value
1 x blog post 500-750 words + 5 high res images
1 x Instastory on VSC channel
1 x Facebook paid ad running 2 weeks
2 x tweets on VSC channel
1 x EDM banner specific VSC monthly segment
1 x inclusion in itinerary
$2,500 p/mth Dis cover SUNSHINE COAST
with Paradise Seaplanes
Social, Video & Content package - $6,650 value
1 x blog post 500-750 words + 5 high res images
1 x Instastory on VSC channel
1 x Facebook paid ad running 2 weeks
2 x tweets on VSC channel
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”) *Terms & Conditions: Subject to approval. Maxiumum one digital package per member, per quarter
$3,750 p/mth
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
ADDITIONAL QUARTERLY OPTIONS Talk 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 VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
PR & MEDIA
MEDIA FAMILIARISATION
Media 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: media@visitsunshinecoast.com for more information.
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
INTERNATIONAL TRADE
Contact trade@visitsunshinecoast.com for further information on participating in any of the
options below.
INTERNATIONAL TRAVEL PLANNER (ITP)
The ITP is produced to assist international travel trade
and domestic wholesalers with the sourcing of suitable
Clean and green SUNSHINE COAST Contact us
international ready product
Living in one of
FLY DIRECT TO
the most naturally for inclusion in itineraries.
QUEENSLAND | AUSTRALIA + 61 7 5458 8800
International
beautiful places on the planet comes
SUNSHINE whilstCOAST
trade@visitsunshinecoast.com
It provides tourism and itinerary suggestions,
with a certain responsibility.
Travel Planner
The region offers a range of nature and wildlife
experiences, from the rocky outcrops of the iconic Follow us
showcasing the breadth and diversity of the region. Inclusion
Glass House Mountains to the pristine waterways
of the Pumicestone Passage Marine Park. While the
Step off the plane and experience
adjoining Noosa and Great Sandy Biospheres are
/sunshinecoastQLD
is FREE for members. home to many rare and endangered species, the
your Sunshine Coast
Noosa Everglades, one of the only two everglades @visitsunshinecoast
systems in the world, provide serene tranquillity. 2019-2020
The Sunshine Coast takes great care to protect its ACCO
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@sunshinecoastoz
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VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020BUSINESS EVENTS
Contact businessevents@visitsunshinecoast.com for further information on participating in any of
the options below.
HOT DEALS
FREE to all BESC members to have their deal listing on the BESC hot deals web page. Open anytime, for
any length of deal.
FACT SHEETS
VSC members receive FREE inclusion in BESC fact sheets (restaurant guides/transport options/activity
options/offsite dining options/corporate gifting ideas/entertainers and speakers).
DELEGATE DEALS
BESC 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 BACKYARD
FREE: BESC members are invited to attend three ‘What’s in your backyard?’ events per year.
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020BUSINESS EVENTS 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. • 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 VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020
MEMBERSHIP
INDUSTRY DEVLOPMENT
Visit 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: members@visitsunshinecoast.com
TOURISM ESSENTIALS
2019 - 2020
All co-operative marketing packages will be supported with end of campaign reports to members.
Please see here for full terms and conditions.
VISIT SUNSHINE COAST MARKETING OPPORTUNITIES GUIDE Q4 2019 / 2020#visitsunshinecoast visitsunshinecoast.com
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