NATURAL LOOKS: The face of the Byron Naturally Campaign, Lisa Mae, during the development of the highly successful tourism promotion.
THE 2012 Byron Naturally campaign is shaping up to deliver an even greater impact than last year’s highly successful tourism promotion.
The campaign, run by Byron United, is being supported by tourism industry heavyweights including Destination NSW.
“In 2012 we will achieve additional exposure via more industry partnerships with airlines and airports,” Utopia Creative principal and campaign creator Adrian Nelson said.
“We have developed exciting new components for this year’s campaign including a Smart Phone application that expands the functionality of the website with an integrated, trackable redemption system and extended marketing reach using TV on the web.
“We are also introducing a digital loyalty program.
“With a simple swipe of a smart phone, visitors can earn Byron Reward points which can be redeemed in participating local businesses.” Mr Nelson said that as with all marketing campaigns, consistency and frequency were the key.
The 2012 campaign will add the Sydney and Melbourne markets to its focus and will continue to target the Brisbane and Gold Coast overnight and day-trip markets.
“Anyone in town will have noticed the upswing in Queensland number plates,” Byron United president Paul Waters said.
“The campaign will position Byron internationally as a vibrant place to visit.”
“When people like Elle MacPherson, Jennifer Hawkins, Simon Baker, Shelley Craft, John Butler, Xavier Rudd, Tim Freedman and US reality TV star Audriana Partridge, who could choose to holiday and live absolutely anywhere in the world, come to Byron, it speaks volumes about the magic of the place.”
Mr Waters said many businesses had reported their best Christmas financial returns in years and this could be attributed to the highly successful Byron Naturally campaign in south-east Queensland and northern NSW.
“The campaign, fronted by Lisa Mae, has delivered in spades,” he said.
Beach Hotel general manager Elke van Haandel said that as a result of Byron Naturally, the Beach Hotel had seen a marked increase in trade.
“As a result of the busier trade we also increase demand on local suppliers and contractors of which we use hundreds,” she said.
“In turn, the suppliers and contractors benefited financially from the extra tourism.”
Temple of Light and Madame Butterfly owner Sevegne Newton believes the recent holiday period was the strongest since she’s been in business.
“The campaign is gaining traction.
“It’s time for businesses to join up to the 2012 campaign to ensure Byron stays top of mind for holiday makers, especially during quieter winter months,” she said.
To join the campaign email email@example.com or phone Utopia Creative on 6685 6678. Visit www.byronnaturally.com.au.
source: Byron Shire News
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