Today I attended a TTNQ function to explore the newly created digital strategy blueprint for the marketing of Far North Queensland through online channels. The comments were generally positive, and the mood at the function was one of satisfaction and warmth.
TTNQ have strongly adopted the recommendations of the Kleinhardt Research Report, and have dramatically changed their online strategy.
1. They’re rolling out a new main website to live at cairnsgreatbarrierreef.org.au to replace tropicalaustralia.com.au.
2. There will be many mini-sites to tackle niche topics such as Cairns attractions (cairnsattractions.org.au) and Port Douglas tours (portdouglastours.org.au).
3. Tourism products will be invited to host video on the TTNQ website, and this video can be embedded on their own website. The new website will be very video-centric.
4. TTNQ will operate 6 webcams around FNQ and invite members to purchase at a discount their webcam system, thereby having a product branded webcam on the TTNQ site.
5. Social media network marketing including Facebook and Twitter presences will be outsourced to social networking specialist firm, Mudo Media.
6. Travel product content will be updated by operators through a username and password, and initially propogated by the DCM Res database. No more ATDW content.
7. News feed of local travel-related news will appear on website from Cairns.com.au.
8. Commission-based bookings will no longer be taken by the site. Direct links to operator websites will be provided.
9. There is no current funding to support a PPC or Google AdWords campaign.
What are your thoughts on this strategy, and how can it be improved.