The peak economic development and destination management organisation for the sunny Townsville North Queensland region, Townsville Enterprise, has appointed Sling & Stone following a competitive request for tender process.
This partnership will see Sling & Stone support Townsville Enterprise as it launches its destination brand campaign, Up for Unexpected, through engaging, integrated social and traditional media activity.
The new destination brand celebrates Townsville North Queensland’s best kept secrets, appealing to Aussies who want to explore their sense of adventure, escape with the family, or indulge in a tropical, serene getaway. Whether it’s exploring the natural beauty of Magnetic Island, discovering the local art and foodie scene, or embarking on an Outback adventure, there’s a vibrant, unexpected oasis waiting to be discovered.
The destination campaign launch includes an original song written and performed by renowned musician and Townsville local, Trent Bell, created specially for the new creative platform.
The strategy behind this work centres around bolstering the emerging tourism industry in Townsville, and inspiring travel in our own country, where no day or travel experience is the same. From underwater museums on the Great Barrier Reef to longhorns in the outback, there’s something new for every traveller.
Kelly Owens, Director Consumer Australia, Sling & Stone:
“Our bread and butter is working with disruptive brands. We jumped at the opportunity to work with an iconic destination highlighting the unexpected. This was an opportunity to be part of developing a creative and integrated campaign that did things differently, something we relish. We’re proud to be partners with the Townsville Enterprise team who are consistently punching above their weight.”
“The work that Townsville Enterprise has undertaken for its new destination brand is fresh and inspiring — completely reflective of the current desire and increased demand for exciting, local travel. They are a prime example of how the tourism industry is roaring back to life with creative campaigns.”
Lisa Woolfe, Director of Visitor Economy and Marketing at Townsville Enterprise says:
“There’s a lot to love about Townsville North Queensland and Sling & Stone understood and have captured the strengths of the region. Their industry knowledge and innovative ideas are helping us to elevate this campaign, telling the incredible stories of the regions to many more different audiences than we’ve been able to reach before.”
“For us, working together as a close knit community is part of our North Queensland DNA so we’re pleased to be working alongside Sling & Stone for this campaign — a true extension of our team! With their presence in our key markets across the country, partnering provides us a stronger voice.”
Townsville Enterprise is the peak economic development and destination management organisation for Townsville North Queensland. For more than 30 years, Townsville Enterprise has played a critical role in leading the economic progress for the region through strong political advocacy, investment attraction, tourism development and by promoting Townsville North Queensland as a place to visit, invest and live.