Experience Co (EXP) has launched their latest campaign encouraging Australian
The company, which operates tours to the outer Great Barrier Reef from Cairns and Port Douglas as well as Reef Magic – a tourism and marine science pontoon, wants to remind travellers about what’s on their doorstep and encourage them to think about Australia as their next holiday destination. As such, they are re-framing the Great Barrier Reef as ‘Australia’s Tropical Backyard’ with this latest campaign which will run until March 2024.
The campaign includes a video piece featuring an Australian family, stuck in a suburban rut and looking for a change of scenery. Seen through the eyes of their youngest child, its’ transformative content carries her from backyard pool to a day out on Reef Magic snorkelling and swimming with her family through Australia’s most scenic “swimming hole.”
General Manager of Experience Co’s Marine division, Adam Jones says this campaign is a great way to remind Aussies of the wonders that can be found in their own backyard especially at a time when rising costs and a poor exchange rate are favouring “close to home” travel.
“We have two World Heritage listed sites here in Tropical North Queensland, the Daintree Rainforest and the Great Barrier Reef. We want to encourage Australians to come and see these natural wonders before jetting off to other destinations”.
“You don’t need a passport, you can easily bring the kids, there is so much to offer and it’s all right here in your backyard!” said Jones.
The ‘Backyard Campaign’ launches with the release of a one-minute video and shorter cutdowns filmed on the company’s new outer reef pontoon and, in a typical Cairns backyard. It will air across targeted social media platforms and includes a special discount offer for visitors in September.
The company has also partnered with luxury holiday accommodation provider, the Crystalbrook Collection, to offer a chance to win the “Ultimate Backyard Holiday” in Cairns. It includes a full day out on Reef Magic for four people, the choice of one of the premium tours, three nights at Crystalbrook Flynn Cairns and welcome drinks (Ts and C’s apply). Great Barrier Reef Special Offers | Reef Magic | Day Tours
The prize will be drawn on 19 September and is eligible for travel before 30 September 2024.
Tourism Tropical North Queensland Chief Executive Officer Mark Olsen said the campaign would remind Australians that a whole new world awaited them on the Great Barrier Reef.
“If you’ve never had the pleasure of seeing a clownfish emerging from an anemone or a turtle swimming past giant plate corals it is time to visit the world’s largest and most diverse reef,” he said.
