Mid-North Coast holiday parks part of $1.15 million COVID marketing campaign to revive NSW tourism
The NSW Government will allocate $1.15 million towards sourcing marketing experts capable of curating carefully crafted slogans that will revive state-owned holiday parks in a COVID-recovery era.
Mid-North Coast
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Drawing crowds back to some of the state’s most idyllic coastal getaways is part of a new, $1.15 million marketing package the NSW Government has put out to tender.
The NSW Crown Holiday Parks Trust is advertising its COVID recovery campaign to suitable agencies who can help deliver a comprehensive marketing strategy to entice people to holiday at its parks during the COVID recovery climate.
The state-owned Reflections resorts are located right up and down the Mid-North Coast including Jimmys Beach, Hawks Nest, Forster-Tuncurry, Scotts Head, Nambucca Heads and Coffs Harbour.
The plan is broken in to two components.
The first seeks to engage a suitable applicant to a deliver a $650,000 12-month multimedia strategy and delivery plan, while a second spend of $500,000 seeks to engage a range of people across a creative/graphic design, video, photography, web development and SEO to deliver specialist marketing services.
The brief outlines the comprehensive marketing requirements needed to ensure that Reflections can deliver strong occupancy and an increase in revenue.
The scope of the campaign is to be aimed at domestic and international markets who are not traditionally visiting holiday parks throughout NSW.
“The campaign should create confidence in the target sectors that we have high levels of COVID-19 protection strategies in place to ensure the traveller’s safety,” the brief states.
“Ensure we focus initially on the potential domestic NSW, QLD and Victorian travellers as restrictions ease (both existing markets and new markets). This will include getting people to dream and plan a future holiday with us.”
Reflections operate 37 holiday parks, reserves and boutique accommodation on Crown Land throughout NSW.
Its mission is to transform traditional caravan and camping parks into the most desirable destinations that exceed the recreational and accommodation needs of visitors from Australia and overseas.
“COVID-19 has had a substantial impact on the tourism and holiday park industry generally, and a significant impact on Reflections specifically.
“Industry insights through analysts (IBIS) constantly monitor the broader impacts of current events in real-time.”
“It advises that the revenue in the Caravan Parks, Holiday Houses and Other Accommodation industry is expected to decrease by 23.6% in 2019-20, due to the Federal Government‘s ban on inbound tourism and restrictions on travel due to the pandemic.
“While Government restrictions on holiday parks have been eased, there is still a significant decline in our forward bookings, and border closures having significant impact on our customer base (Queensland customers represent 24% of our revenue and Victorian customers represent 9% of our revenue).”
Tenders close on November 9. For more information, visit https://www.tenders.nsw.gov.au/.
