Council awarded for savvy marketing
A push to increase tourism in the Ipswich region has secured Ipswich City Council national recognition at Economic Development Australia’s 2017 Awards for Excellence.
The award was for the Ipswich Destination Marketing, Management and Events Plan, which brought together local tourism operators under a common set of goals.
Tourism and Libraries committee chairman Councillor David Pahlke said by working in collaboration with the Ipswich Tourism Operators Network the plan helped to achieve one of the highest increases in domestic overnight visitation in Queensland.
“In the first 12 months of the plan we achieved a 50 per cent increase in domestic visitor nights and a 49 per cent increase in enquiries to the Ipswich Visitor Information Centre.
“In an Australian-first Ipswich City Council launched a cooperative advertising campaign with Trip Advisor and 30 Ipswich tourism businesses.”
Economic Development and Digital City committee chairman Councillor Paul Tully said the plan was supported by the extensive use of digital media and platforms.
“Impressive results included a 277 per cent increase in unique visitors to the Discover Ipswich website and a 130 per cent increase in social media following.
“Importantly for tourism operators the plan generated a 420 per cent increase in customer leads.
“The award also recognised the contribution to local economic development through the plan’s direct to the point purpose and its short, simple and measurable results,” Cr Tully said.
Ipswich’s first destination marketing campaign ran for eight months in south-east Queensland.