Snapshot

Brand Overview

Destination Positioning Statement

"The Mackay region is a holiday destination that offers visitors a down-to-earth and diverse holiday experience, in the natural heart of Queensland."

Main Appeals and Attributes:

Range of significant natural attractions
Proximity to the Great Barrier Reef
Pristine island and beach experiences
The region's history and heritage
The generous "big hearted" nature of the people

Target Market

Target markets for the Mackay region have been identified through analysis of market characteristics, through additional research and discussion with industry partners. These groups have a high potential to travel to the destination:

Primary Market
Mid-life and older households, with main travel by private vehicle. Predominantly located in southeast and regional Queensland.

Secondary Market
School age families with main travel by private vehicle, located within 400km of Mackay.

Mackay 2007/2008 Annual Domestic Marketing Overview

Download the 2007/08 Mackay Annual Domestic Marketing Report