These green scene stealers to lead tourism recovery
Much more of Australia should be aware of what Noosa’s Biosphere has to offer by way of natural delights thanks to a double-pronged promotional blitz that features a national weatherman and a funky terrarium tourism push.
The Today Show’s living, breathing atmospheric barometer Tim Davies channelled the essence of all that is good about Noosa over three days live crosses to the nation featuring most of the area’s natural charms.
And the week has culminated in Tourism Noosa CEO Melanie Anderson officially launching Noosa’s Enter the Biosphere promotional campaign at Noosa Peppers Resort set in the lush Noosa Hills overlooking a sparkling Laguna Bay.
Ms Anderson said the campaign kicked off with a series of social/digital teasers and a message to ‘Get ready to enter the Biosphere’.
The best of Noosa has been cultivated and packaged to Australia in part inside glass terrariums plus plenty of natural video footage and images of just what an unspoilt UNESCO Biosphere can offer.
“The Enter the Biosphere campaign will position Noosa as a must visit for Australian travellers and shares with the rest of Australia, the meaning of what a Biosphere Reserve is,” Ms Anderson said.
She said the Noosa UNESCO Biosphere Reserve is one of only two Biosphere Reserves in Queensland and the only biosphere that joins another biosphere in the world, the Great Sandy Biosphere Reserve.
“The campaign tells the rest of Australia about the Noosa Biosphere Reserve, which is built around a tapestry of waterways, nature ecosystems and national parks,” Ms Anderson said.
“Complementing this are thriving local villages with boutique shopping, award-winning restaurants, breweries and distilleries, accommodation to suit all tastes and plenty of adventure options just waiting to be explored.
“We are taking visitors on a journey to discover the many and varied ways they can enjoy the region while sharing what it means to be a biosphere – where people and nature live together in harmony and how the built environment was thoughtfully designed to enhance and preserve the natural environment of this beautiful destination,” she said.
Star attractions in the campaign are kayaking through the Noosa Everglades, surfing one of Noosa World Surfing Reserve surfing breaks, exploring the Noosa North Shore and walking through the Noosa National Park.
“The campaign capitalises on consumer sentiment with a desire to travel to clean, green and safe destinations, particularly in the current COVID world,” Ms Anderson said.
“Fortunately, Noosa doesn’t have to work too hard to demonstrate its alignment to this consumer desire.”
She said the campaign will feature on highly targeted digital push featuring animation across multiple platforms including YouTube, Facebook and Instagram, including digital advertising.
The key call-to-action for all activity is a campaign microsite visitnoosa.com.au/enter-the-biosphere which will direct visitors to unique Noosa experiences from the beaches, to river life, the Noosa country and the natural wonders of the region. Accommodation and tour deals will be included and a series of biosphere experience trails will be featured.