'By Noosa' bid to lure tourists
Noosa’s aim to revitalise its tourist brand to become a $1 billion visitor spend by 2020 has been launched to lure more Generation X and Y into relaxation mode.
And the simple strategy is a by-line.
As in: think of the best holiday experiences going and then tack on to it – BY NOOSA.
Tourism Noosa used the eco-friendly five-star Outrigger Little Hastings Street Resort, which is in the process of capturing $1.2 million in conference dollars by next year, to unveil phase three of its promotional “rejuvenation” to the media Tuesday morning.
This was followed by a late afternoon industry launch in Noosa Junction.
And the new pitch is not all about the beach, Hastings Street shops and the fabulous eat streets, though they remain keys to the marketing charm. Nature and nostalgia are vital to this fresh new take on Noosa.
One of the gorgeous poster images is of a boy, rod and bucket in hand, walking along a pristine Noosa River with its old world charms complete with moored boats.
The key tagline is: Bait by the corner shop. Lesson by grandad ... “Growing Up By Noosa.”
Another has a hiking Gen Y guy deep in mossy rainforest: Exploring by foot. Surrounded by wildlife ... “Alive By Noosa.”
A classic Noosa beach shot has a young Gen X mum, longboard balanced over her head, with a youngster in tow: At the beach by 8. Kids crashed in bed by 12 ... “Quiet Afternoon By Noosa.”
The message is that the gift of recapturing something lost, such as stress-free living, has been bestowed by one of Australia’s top destinations.
“The world is changing, but so is business and so are the many customer types that are emerging out of that change,” Tourism Noosa CEO Steve Cooper said prior to the brand launch.
“The key to this is recognising that the Generation X and Y are a different breed of cat.
“The way they seek information, the way they enjoy holiday experiences and the length of that experience they are looking for is continually evolving,” Mr Cooper said.
“Revitalisation is not just about getting sheer numbers to Noosa – it’s about getting the right mix.”
The mix is about extending a 3.2 day stay to ultimately in 2020 to a five-day stay.”
And that would mean more than one million overnight stays in Noosa a year at an average spend of $1000.
This campaign has been created by George Patterson Y&R and pitched Tuesday night to around 300 industry guests in Noosa Junction by Y&R’s advertising whiz Russel Howcroft – who appears on the ABC’s hip marketing show “The Gruen Transfer”.
Among the invited dignitaries was industry leader Sir Frank Moore.
“A strong brand is critical to ensure cut-through in a very busy and competitive category such as tourism and travel,” Mr Howcroft said.
Mr Cooper said part of the new approach was a Marketing Opportunities Guide that will encourage the local industry has to embrace co-operative marketing with Tourism Noosa.