CLIENT
Ipswich City Council
Alistair Tavares, Manager - Tourism Develoment
Michael Williams, Industry Development Officer
Vanida Petts, Visitor Experience Team Leader
Cassandra Ramsay, Marketing Services Officer
Brad Jardine, Digital Officer
Ben Pole, COO - Economic Development and Marketing
Josh Kerr, Tour Guide
Wendy Hughes, Marketing and Publicity Officer
Michelle Brown, Tourism Program Officer
Nat Dunbar, Digital Officer
Ben Thomas, Nature - Based Recreation Officer
Jody Gilbert, Conservation Visitor Management Officer
SUMMARY
Ipswich’s recent tourism success has come from thinking differently, researching our audience and challenging conventional marketing. Our goal – increase Domestic Overnight Visitation. Our Google Trekker ‘Human Wanted’ campaign embraced new technology and aligned with Australia’s #1 website – Google Maps – usually applied to National Parks but we became the first region in the Southern Hemisphere to map our visitor precincts, walks and highlights. The journey to create this new visitor resource became a narrative for online audiences to maintain their interest over a year, build awareness, market the destination and reap free media coverage in the process.
