Driving Results for the Capricorn Coast Region
From October to December, Capricorn Enterprise delivered a four-phase digital marketing campaign positioning the Capricorn Coast as the halfway highlight on Australia’s Holiday Highway. Aligned with Tourism and Events Queensland’s drive tourism strategy, the campaign targeted self-drive travellers moving between South East Queensland and North Queensland during the peak Christmas travel period.
What We Did
The campaign ran across META (Facebook and Instagram) and progressed through a full funnel:
- Phase 1 – Awareness: Reached new self-drive audiences with lifestyle and video content.
- Phase 2 – Engagement: Built strong retargeting pools through storytelling and inspiration.
- Phase 3 – Traffic: Drove users to campaign landing pages and the Capricorn Coast Road Trip Guide.
- Phase 4 – Conversion: Retargeted high-intent audiences with accommodation-focused messaging and booking pathways.
Why This Matters for Members
While direct bookings are often completed on operator websites or third-party platforms, this campaign successfully:
- Drove high-intent traffic to accommodation and experience listings
- Increased exposure for local operators during peak travel season
- Supported overnight dispersal and longer stays across the region
- Positioned the Capricorn Coast as a destination in its own right, not just a stopover
Importantly, traveller behaviour showed strong commercial intent — researching stays, clicking through to booking platforms, and moving further down the booking path. This is a common and expected outcome in destination-led marketing, where the role of the campaign is to inspire, influence and direct demand rather than capture the final transaction.
The Big Picture
This campaign demonstrates the value of coordinated, full-funnel destination marketing. By building awareness first and then strategically retargeting high-intent audiences, Capricorn Enterprise was able to deliver strong results at scale — supporting our tourism industry during one of the most competitive travel periods of the year.
Thank you to our members and partners who continue to support and participate in regional marketing activity. Campaigns like this are designed to drive demand to the region, benefiting operators across accommodation, tours, hospitality and attractions.
