Fraser Coast

Snapshot

Brand Overview

Target Market


Brand Overview

Destination Positioning Statement

"A diversified holiday destination offering a nature based, relaxed and friendly experience".

Main Appeals and Attributes:

  • The opportunity for beach, island and country experiences
  • World Heritage listed Fraser Island
  • Warm sunny weather
  • A variety of accommodation styles
  • Whale and dolphin watching tours and activities
  • 4WD adventures

Target Market

Primary

Predominantly couples with some families, 45-years and over, from Brisbane (household income $60,000+ per annum), South East Qld (excluding Brisbane) (household income $70,000 or less per annum) and Regional Qld (household income $60,000 or less per annum). Short breaks to escape the grind; tour by car and discover things at their own pace. Visiting friends and relatives, rest and relaxation, social activities and sightseeing are of interest.

Secondary

Young couples and mid-life households, 25-64 years, living in Sydney, household income $60,000+ per annum. Short break to escape the grind, undertake outdoor pursuits. Rest and relaxation, visiting friends or relatives, social activities, swimming or surfing are of interest.