Facing ‘desperate’ business times, almost $3/4 million is to be spent on Byron Bay marketing campaigns aimed at countering the dramatic drop in visitor numbers to the town this summer.
Heading the charge will be Byron United’s $360,000 ‘My Byron Day’ TV campaign which last Friday attracted much-needed, dollar-for-dollar funding from Tourism NSW.
Without that funding, the town’s peak business group, despite having $180,000 in pledges from town businesses, would have been struggling to get the campaign off the ground.
Now, it is planning to launch in a month what it describes as ‘the biggest advertising campaign Byron Bay has ever put together’ targeting south-east Queensland and Brisbane.
Along with that campaign, Tourism NSW and Jetstar have a $300,000 marketing campaign ready to take off in March and $100,000 has been set aside for a New Zealand campaign – both campaigns focusing exclusively on Byron Bay.
Byron United president, Sevegne Newton, said the campaigns were a major boost to the Northern Rivers region which had seen a dramatic downturn in tourist numbers since the Queensland funds.
“We are thrilled with the decision by Tourism NSW to fund My Byron Day and will be working with their representatives to work out the creative commitments,” she said.
“We have worked tirelessly over four months to get this campaign off the ground knowing how important it was going to be for the region and year round tourism.”
Ms Newton said she couldn’t underestimate how important the My Byron Day campaign was going to be for the town and the region.
A spokesperson for Tourism NSW CEO, Lyndel Gray, who met with Byron United officials at Byron Bay last Friday, said Tourism NSW was very keen to work with Byron United on marketing ideas.
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