Media Release – Innovative Brand and Marketing Strategy required for Cairns

 

 

MEDIA RELEASE

6 March 2019

Innovative Brand and Marketing Strategy required for Cairns

Confusion surrounds much of what is wrong with the current marketing and promotion of Cairns and the region according to former Mayor and Executive Manager of Enterprise North as TTNQ steadfastly embraces the moniker Tourism Tropical North Queensland in the face of overwhelming evidence that this brand lacks traction in the marketplace.

Mr Byrne said Cairns and the communities within the region did not need reminding of the importance of tourism to the region and said what was needed was some concerted leadership and coordination of the marketing and promotional effort across the North.

“There is confusion as to where our markets are and too many competing interests for the scarce marketing dollars available. We are being outpointed every day of the week by the south east corner of the State and we continue to have our futures dictated to largely from the Boardrooms of Tourism Queensland and Tourism Australia.”

“We have two very different markets that require different, but clearly complimentary strategies that are widely understood in the region. An International market that requires Cairns to be positioned as Australia’s northern international gateway, and gateway to the Great Barrier Reef and a domestic market that requires a different marketing strategy aimed at conference, adventure, drive and family tourism. We need to keep the messaging consistently simple and understandable.”

“Of recent years TTNQ has tried to be all things to all people without understanding where the strength of our brand lies in a competitively changing landscape. There are very many destinations challenging the product offerings in Cairns and it is not just good enough to say “we live in paradise” with world heritage recognised attractions and expect people to come through the door. There are many “paradises” out there opening up all around us so expect more competition. We are far too quick to make excuses and the warning signs have been there for years and we need to differentiate to survive.”

Mr Byrne said that the people of Cairns and the region are heavily invested in the success of TTNQ and all available evidence points to diminishing growth in visitor numbers despite the hype. The recent discussion around the Crystalbrook Connection hotel investments linked to international flights to the Middle East served to highlight the obvious lack of regional marketing preparedness and coordination and understanding by a number of parties as to who was responsible for what and who had given undertakings to whom.

“International airlines are pretty hard nosed when it comes to their business models and are only prepared to fly to the destination where the punters in the back want to go to. This requires considerable effort to develop markets to the point where airlines will invest in new routes. This short term “fix” of throwing money at airlines to open up services ignores the proven evidence of generating the demand side and having sufficient volumes in seats and air freight to sustain operations in the medium and long term. Otherwise destinations like Cairns get a “sugar hit” for a short period and then when the financial incentive runs off their balance sheet, the airline packs up and leaves. This is just a lazy short sighted response to one aspect of the issue”

“Not so many years ago we used to pride ourselves on repeat international and domestic visitors. We had a wonderful shopping experience for the visitors, first class hotels and accommodation to suit all budgets as well an innovative and distinctive dining scene catering to all budgets and tastes. That market has changed or moved on so the challenge is to go and get it back or go look for new markets. Nevertheless, existing Singapore Airlines transitioning back into the full-service Cairns connection following on from the Silk Air connections should provide marketing and growth opportunities back into Europe and the Middle East.”

About Enterprise North

Working in collaboration with other like groups, Enterprise North is an economic infrastructure and policy advocacy group driving a fresh agenda to grow the city and region within the Northern Australia growth framework. Our agenda is double the city and region population numbers in the next 30 years.

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Media contact: Kevin Byrne 0447 280 923 exec@enterprisenorth.org.au