Unearth Your Next Holiday!
Posted on August 8th, 2018
The overall strategy for the 18/19 marketing calendar is a greater shift towards digital marketing and being “always on”. This means a focussed shift from seasonal marketing campaigns towards the continued generation of awareness using storytelling and experience related content.
Part of this strategy is a 12-month content plan, with each month providing a different theme for experiences across our region. In August, we are unearthing the value of content marketing, with the theme of “Dig the Tropic”.
What is Dig the Tropic?
Dig the Tropic is a Geo-Tourism Trail linking the wonders of the Southern Great Barrier Reef with the mysteries of Queensland’s Outback.
This driving trail is a geological journey through pre-history where visitors can discover dinosaurs, view remnants of an inland sea, explore ancient lands, and fossick for gems. It is the only known trail of its kind in the world, enabling visitors to experience a self-drive holiday like no other.
Following the Tropic of Capricorn, visitors can experience a living museum created by ancient events left behind visiting sites as varied as gemfields, caves and the Great Barrier Reef.
Dig the Tropic is a trail ideal for fossickers, camping enthusiasts, birdwatchers, bush walkers, photographers and all fans of the fascinating history of Australia.
For more information about the trail, visit: www.capricornholidays.com.au/digthetropic
Benefits of the “Dig the Tropic” trail for members.
The trail encourages visitors to get their hands dirty and truly experience the geological wonders along the Tropic of Capricorn as it expands from the Great Barrier Reef to the outback.
This allows the promotion of such areas as Emerald and the Gemfields – the largest sapphire Gemfields in the southern hemisphere. The promotion of Dig the Tropic content was intentionally timed to coincide with Gemfest, Festival of Gems held in August each year.
The Dig the Tropic trail sweeps through a host of geological wonders. This includes the ancient underground for such experiences as Capricorn Caves, Mt Etna National Park and Mt Hay. Visitors can even catch Gold fever in Mount Morgan as they follow the trail.
Before the existence of Australia as we now know it, there existed another world. Gondwanaland was home to creatures we could hardly imagine. This includes some pretty impressive aquatic dinosaurs. If you believe the darling little girl in this video, her dad thinks he caught one off Keppel.
Dig the Tropic trail is a fantastic self-drive trail that enables visitors from outback to the reef to experience a living museum.
This large geographical footprint of the Dig the Tropic allows the marketing team at Capricorn Enterprise to promote a wide range of member products and experiences across the entire region.