New ‘It’s tropical holiday season’ campaign launced nationally

A tourism campaign featuring Cairns locals sharing what they love about living in the region aims to turn around damage to the Tropical North brand following the disaster brought by Cyclone Jasper.

A tourism campaign featuring Cairns locals sharing what they love about living in the region aims to turn around damage to the Far North and Great Barrier Reef brands following the flooding disaster brought by Cyclone Jasper.

The tagline of the new campaign is “It’s tropical holiday season”.

Launched throughout major Australian cities the campaign will be made up of major television advertising and backed by radio, print and social media advertising.

From Saturday the campaign will run in Cairns, Brisbane, Sydney and Melbourne until March and encourages visitors to book a Cairns and Great Barrier Reef holiday between now and Easter.

An image of a couple cycling amongst the palm trees Thala Beach Nature Reserve to be used in the “It’s tropical holiday season” campaign. Picture: Supplied

Tourism Minister and Cairns MP Michael Healy said it was a great time to visit Far North Queensland and summer in the tropics meant pumping waterfalls, thriving rainforests and a reef bursting with life.

“Who better to tell our local stories than the locals themselves,” he said.

“This campaign will share those incredible experiences to inspire visitors to book a trip here now.”

The package is jointly funded by the Australian and Queensland Governments through the Disaster Recovery Funding Arrangements and follows discount flights and accommodation packages announced in January and the Tropical Dollars incentive to support Cairns disaster recovery.

An image at the Great Barrier Reef promoting the Cairns region following Cyclone Jasper. Picture: Supplied

Federal Tourism and Trade Minister Don Farrell recognised the vital role of tourism played as a Cairns economic driver and encouraged support of the Far North industry.

“This new campaign will help tourism businesses through this tough time,” he said.

“Tropical North Queensland is a unique and wonderful part of the world, and I encourage locals and travellers to support the region.”

Tourism and Events Queensland chief executive Patricia O’Callaghan said the campaign aimed to fill “big gaps” for some tourism operators.

“This campaign, together with a large number of other initiatives from flight incentives, PR activities and trade campaigns, aim to provide that support we know the industry so badly needs,” she said.

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Originally published as New ‘It’s tropical holiday season’ campaign launced nationally