Integrated Marketing Campaign | Ballina Byron Gateway Airport + Qantas
Town Creative has worked with Qantas on behalf of Ballina Byron Gateway Airport for six years, beginning with the launch of the airline’s Northern Rivers service.
Combining our aviation, tourism and regional knowledge, we have supported the partnership through forward business planning, stakeholder engagement, first-flight events and integrated campaigns promoting both the route and destination.
Combining our aviation, tourism and regional knowledge, we have supported the partnership through forward business planning, stakeholder engagement, first-flight events and integrated campaigns promoting both the route and destination.
Industry
Aviation
Location
Ballina Byron
Approach
Consumer awareness of the Northern Rivers varies by market, so we developed a national and geo-targeted fly-and-drive campaign aimed directly at Qantas Frequent Flyers.
Working with Qantas Media and local tourism and business stakeholders, we created destination content across Qantas digital, print and frequent-flyer channels. The strategy focused on attracting high-value leisure visitors, encouraging stays of at least three nights and supporting passenger demand on inbound flights.
Results
Since the route launch, the work has grown into an ongoing airline and destination marketing program spanning first flight events, national campaigns and targeted frequent flyer activity.
Campaign activity across Qantas media channels has connected high-value travellers with the Northern Rivers, building awareness of the route and supporting regional visitation and visitor expenditure.
Next Project.
Regional Tourism Campaign | Essendon Fields Airport
Essendon Fields Airport is located just ten minutes from Melbourne’s CBD and was ‘Melbourne’s First Airport’ before Tullamarine took over in the sixties.
The airport is a mixed-use aviation base consisting of corporate jets (the busiest corporate jet base in the country), emergency services and commercial regional passenger services. But the latter had low awareness.
