Advance Rockhampton Launch the ‘Ultimate Mates Trip’ Campaign

Published on 22 February 2023

Sam Buchwald and Zac Freuden at the Meerkat Experience - landscape.jpg

As the region’s lead tourism, marketing and major events agency, Advance Rockhampton has today launched its 2023 ‘Ultimate Mates Trip’ tourism campaign.

The targeted campaign will run for three months and is aimed at increasing visitation amongst the ‘mates’ 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 action, adventure, wellness and, of course, tantalising the taste buds.

Rockhampton Region Mayor Tony Williams said the campaign includes a brand-new promotional video featuring mountain biking, fishing charters, scenic helicopter flights, farm stays, iconic pubs and micro-breweries, plus the zoo, adventure caving and spectacular mountain hikes.

“With world-class mountain biking trails, trophy barramundi, award-winning luxury accommodation and fantastic adventure tourism offerings right on Rockhampton’s doorstep, the region is a great destination for the ultimate mates trip,” Mayor Williams said.

“Rockhampton is lucky enough to have over 300 days of sunshine a year and a comprehensive events calendar including the Frenchville Sports Club’s Fitzroy River Barra Bash, Fishing the Fitzroy’s $10K Thready Competition, Professional Bull Riding, Fox Superflow MTB and the annual Rockynats Car Festival all appealing to that ‘mates trip’ market.

“This latest video from Advance Rockhampton showcases the unique experiences our destination has to offer in the convenience of one great regional location. This video was created by travel influencers Sam Buchwald and Zac Freuden who have a combined average monthly reach of 20 million across their social media platforms.”

Advance Rockhampton Executive Manager Greg Bowden said that according to Tourism Research Australia, more than 86% of visitors travelling for fishing and golfing activities choose regional destinations. This video is another way Advance Rockhampton is continuing to ‘Put Rocky on the nation’s Radar’ as a regional destination of choice.

“Developed under Advance Rockhampton’s Explore Rockhampton brand, the latest promotional video showcases the many reasons why visitors should book their next ‘mates trip’ in the beef and barra capital,” Mr Bowden said.

The Advance Rockhampton ‘Ultimate Mates Trip’ 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 3 million.

Advance Rockhampton has created a campaign toolkit that local operators can download from the Advance Rockhampton website to leverage this campaign over the coming months, including hero images, promotional videos, social reels and campaign messaging.


Download the campaign media kit here.

View the campaign promotional video here

View the ‘Ultimate Mates Trip’ itinerary here

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