Advance Rockhampton Launch New Tourism Marketing Campaign

Published on 18 July 2023

Yeah the Girls Campaign Hero Image.png

Advance Rockhampton, the region’s lead tourism, marketing and major events agency, has today launched its 2023 ‘Yeah the Girls’ tourism marketing campaign.

The targeted campaign is aimed at increasing visitation amongst the ‘girls’ target market. It is part of an ongoing marketing plan in line with Rockhampton Regional Council’s Economic Development Strategy and highlights some of the best visitor experiences in our region focusing on the authentic country girls trip.

The campaign complements the existing content Advance Rockhampton have created over the last four years, including Mates, Families, Nomads, Darumbal On Country, Business Events, Mountain Biking and Fishing campaigns.

Rockhampton Region Mayor Tony Williams said the new campaign would drive tourism from recently unlocked destinations including Melbourne, the Sunshine Coast and others.

“We know that retail, food and experience-focused tourism has become an important market in national and global tourism and this campaign seeks to capitalise on that,” Mayor Williams said.

“Australians take almost 38 million day trips a year to go shopping and spend over $7.7 billion. We also know that those shopping in regional areas tend to stay longer and we need to be highlighting the great diversity of shops, accommodation, food and beverage and experiences our region has to offer.

“With direct flights to Rockhampton from Brisbane, Mackay, Sunshine Coast, Townsville, Cairns, and Melbourne, across multiple airlines, Rockhampton is easily accessible as a destination of choice for a quick getaway with an authentic feel.”

Advance Rockhampton Acting Executive Manager Zac Garven said the campaign includes a brand-new promotional video featuring PHYLLi Designs founder and famous hat maker, Laura Hall and her team, who our Advance Rockhampton team collaborated with to curate this amazing campaign.

“Laura has featured in magazine publications, TV shows such as Better Homes and Gardens, and her hats have been worn on the heads of many famous people including Delta Goodrem, Collette Dinnigan, Elsa Pataky and Matt Damon,” Mr Garven said.

“Excitingly, one of Laura’s hats also feature in the current Tourism Australia campaign ‘Come and Say G’Day’ with Rose Byrne and Ruby the Kangaroo.

“Rockhampton has so much on offer for an authentic country girls trip in the Beef Capital, with fresh mountain air, garden picnics, boujee high teas, boutique and designer shopping, a sunset river cruise, farm stays, epic sunsets, a cheeky meerkat encounter and a jam-packed event calendar.

“This latest video from Advance Rockhampton showcases the unique experiences our destination has to offer in the convenience of one great regional location.”

The Advance Rockhampton ‘Yeah the Girls’ campaign includes paid and organic promotion across digital platforms, along with billboard advertising targeting out of region visitors, expected to reach an audience of more than 2.5 million.

Advance Rockhampton has created a campaign toolkit that local operators can download from the Advance Rockhampton website to leverage from this campaign.

Download the campaign toolkit here.

View the campaign landing page and promotional video

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