Australia’s Nature Coast taps into UK’s adventure market

Australia’s Nature Coast is on show to the UK market through a multi-faceted digital marketing campaign featuring some of Britain’s best known wildlife personalities.

In a partnership between Visit Sunshine Coast, Fraser Coast Opportunities and Tourism and Events Queensland (TEQ), the campaign is being accompanied by an integrated social media and search marketing strategy that coincides with the broadcast of the Ray Mears Wild Australia series on UK’s ITV.

The Great Beach Drive is the star of the show, with content acting as a virtual self-drive trip, exploring the landscapes and experiences along the 380km route from the Sunshine Coast to the Fraser Coast.

Australia’s Nature Coast resonated strongly in the UK, generating significant appeal amongst UK travellers for its signature coastal experiences and attractions, according to Tourism and Events Queensland CEO, Leanne Coddington.

“The digital campaign plays on the back of increased awareness and interest of the Sunshine Coast and Fraser Coast through the Ray Mears Wild Australia program in the UK, with an episode filmed exclusively along the Australia’s Nature Coast,” Coddington said.

“Nature-based tourism is a key selling point in the UK and the campaign will continue to drive home the region’s ease of access and the range of tourism experiences on offer.”

Spanning the Sunshine and Fraser Coasts, Australia’s Nature Coast represents ‘the best of Queensland’s’ natural attractions and experiences, including two UNESCO Biosphere Reserves (the Great Sandy and Noosa Biospheres), World Heritage-listed Fraser Island, Lady Elliot Island (the most southern island on the Great Barrier Reef), 47 State and National Parks, reserves and forests, over 200 kilometres of pristine beaches, calm rivers and waterways, and an abundance of birdlife and sea life.

The campaign targets wildlife, adventure, lifestyle and travel outlets using high-profile wildlife/travel presenters including Miranda Krestovnikoff (BBC) and natural history travel journalist Mike Unwin.

Australia Nature Coast tourism ambassadors also feature, including renowned ‘foodies’ Matt Golinski and Peter Kuruvita, international triathlete Liz Blatchford, Rugby Union superstar Chris Latham and award winning producer Greg Grainger, highlighting the region’s reputation for high-quality food, sporting events and health & wellbeing.

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