10 July: Visitors will be welcomed to the 'Richest place on earth, in Australia' as part of the Scenic Rim's destination marketing campaign, which relaunches across South-East Queensland this weekend.
Visitors will be welcomed to the 'Richest place on earth, in Australia' as part of the Scenic Rim's destination marketing campaign, which relaunches across South-East Queensland this weekend.
The campaign, driven by Scenic Rim Regional Council, in close partnership with local tourism operators and with support from the Queensland and Australian Governments via bushfire recovery funding, highlights the richness of the attributes which are unique to the Scenic Rim, while showcasing the region's breathtaking natural beauty and range of wonderful visitor experiences
Scenic Rim Mayor Greg Christensen said the campaign tagline was not about richness in terms of dollars.
"The campaign celebrates our abundance and the richness of our treasures. When we talk richest place on earth, we are talking about the richness of our soil, which is reflected in our renowned produce and the richness of our experiences, which is best enjoyed when you slow down and savour all that the region has to offer," Cr Christensen said.
"The campaign's captivating imagery showcases the richness of our beautiful and dramatic landscapes, which we know our visitors love, however it importantly also portrays our charismatic characters.
"The Scenic Rim is a place where people arrive as visitors and leave as family, and this campaign really highlights the authenticity and richness of the people who call the Scenic Rim home."
The campaign will run until the end of September and will feature across a range of mediums including free-to-air television, outdoor billboards and television program partnerships, complemented by a strong social media and digital presence with videos that showcase the region's authenticity.
A 30 second version of the advertisement will screen on television in Brisbane and the Gold Coast, while a 60 second long-form version, along with a variety of 15 second vignettes will feature on digital platforms.
Mike Webster from Scenic Rim Brewery said visitors came to the Scenic Rim to slow down and find a sense of connection not available to them in the cities.
"When people head a little bit west into the Scenic Rim, as soon as they see the mountains, they relax," he said.
"Once visitors meet the people of the Scenic Rim, they discover we're authentic, we know what good customer service is all about and we'll give our guests the time of day.
"We take the time to tell people our stories, give them an insight into how the country works and let them absorb our wonderful atmosphere and scenery."
Judi Minnikin from Cedar Creek Lodges said the Scenic Rim offered a wealth of experiences.
“What I love about the Scenic Rim is our diversity, whether people want a family holiday or romantic getaway. We have a plethora of choices, from Tamborine Mountain, with its lush rainforests and waterfalls to the Scenic Rim's lofty mountain ranges and picturesque farms and vineyards," she said.
"We have stylish rural accommodation, delightful shops, galleries, cafes, and restaurants. The Scenic Rim is an inviting and relaxed home away from home. If you come for two nights, you’ll be sorry you didn’t book for three!”
Cr Christensen said an initial phase of the campaign rolled out in early November 2019 following the devastating bushfires that hit the eastern part of the region in September.
"We launched the initial campaign with funding from Tourism and Events Queensland to provide a boost to our tourism sector in the wake of the bushfires," Cr Christensen said.
"In the same week the Local Disaster Management Group was 'stood-up' as bushfires raged again in the southern and western parts of the region until the end of the year.
"We've had a pretty tough year here in the Scenic Rim, with drought, bushfires and now as we begin recovering from the impacts from COVID-19 we are finding richness in our resilience.
"Like all regions, our tourism industry has suffered, and we're excited to see this campaign back into the market to support our operators to get back on their feet.
"With COVID-19 restrictions lifting, and international travel still not possible, there's no better time to explore your own backyard and reconnect in the richest place on earth."
Cr Christensen said the campaign would not have been possible without the generous funding from the Queensland and Australian governments.
"We're very grateful to receive tourism recovery funding in response to the last year's devastating bushfires, and we are confident this campaign will provide flow on benefits to the many other businesses who support the tourism industry, and the local shops and businesses where our visitors spend.
"We thank our local tourism operators for being part of this journey with us from the campaign inception and through its development and relaunch this weekend.
"Council officers will continue to work closely with the region's tourism operators to assist them in supporting and leveraging the campaign."
The tourism sector contributes more than $200 million each year to the Scenic Rim's gross regional product, and provides more than 2,000 jobs. In 2018-19, the region attracted more than 1.7 million visitors who stayed more than one million visitor nights and spent over $315 million in the region.
Pictured: Mayor Greg Christensen is pleased to share the region's relaunched destination marketing campaign.