Backpacking - Marketing

Tourism Queensland recently joined forces with Global Travel Market for an on-line promotion in the United Kingdom. The promotion was aimed at self-challengers (youth adventure/backpacker).

Built around a holiday prize giveaway, the promotion included a micro-site built on the Australia Travel Market site and features 24 Queensland operators.

This was the first time that Tourism Queensland had run a direct online promotion into the UK and it was used to provide vital research into the cost effectiveness of such a promotion compared to similar activities domestically.

The links provide a summary of the promotion by Australia Travel Market, which includes information on the exposure gained by the participating operators, and a summary by Tourism Queensland, which includes cost comparisons to achieving similar results domestically.

Australia Travel Market Results

UK Online Backpacker Promotion Summary

There is also a specific website designed for promoting to the backpacking market.