Money to market rebirth of Airlie Beach

TOURISM and Events Queensland (TEQ) and Whitsundays Marketing and Development Limited (WMDL) are both about to embark on marketing campaigns specifically pushing the rebirth of Airlie Beach.

WMDL has received State Government funding via the RTO Contestable Grant Program for a series of activities to promote Airlie Beach in 2013-14.

WMDL CEO Danial Rochford said the organisation had a total market spend of about $240,000, which would be used to boost Airlie Beach following the main street re-development.

"This funding is allowing us to gather many of Australia's leading travel writers to Airlie Beach [and make] a major campaign push into our regional markets - with a particular focus on Townsville, as well as support towards marketing some of our key events," he said.

In addition to this, TEQ will be launching its own suite of initiatives with the aim of repositioning Airlie Beach from a backpacker haven to a town that has "grown up".

TEQ Mackay/Whitsundays director Racheal Klitscher said the campaign would involve looking at the 'then and now' of the town and bringing back the revellers of the '80s and '90s to enjoy the modern-day Airlie Beach.

"With the recent Airlie Beach main street overhaul and some exciting new developments and activities available for mainland visitors, there's never been a better time to showcase the changes and put Airlie Beach back on the radar," she said.

Ms Klitscher said during October and November TEQ would run a digital campaign, host blogger familiarisations and pitch to key media outlets.

The organisation is also looking to source photos and stories of travellers enjoying the town in days gone by for the chance to win an Airlie Beach Holiday.

Then-and-now photos can be emailed to celeste.mitchell@queensland.com.


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