Tourists urged to have a Byron Day
An exciting new marketing campaign which will target and entice three million visitors from south-east Queensland to visit Byron Bay will be launched next Tuesday night.
The launch will be held at the Byron Bay Community Centre at 5.30pm, and all Byron Bay business operators are encouraged to attend.
The $360,000 promotional TV campaign, called ‘My Byron Day’, is being spearheaded by Byron United, and it’s the first ever co-operative advertising campaign that has specifically targeted Byron Bay.
“We are aiming our campaign at the 25- to 55-year-olds who we believe will be low-impact visitors and who will respect our environment and sense of community,” Byron United president Sevegne Newton said.
“The campaign will show the creative, beautiful and natural nature of Byron Bay and will cover dining, shopping, activities, accommodation, well-being, events, arts and culture, weddings, entertainment and transport.”
The TV campaign will start next February and will run for 40 weeks.
It will also direct viewers to a video-based interactive website called ‘Byron Bay The Place To Be’.
The TV commercial and the website have been designed by Adrian Nelson of Utopia Creative in Byron Bay.
Mr Nelson said businesses participating in the campaign would also have a link to their own websites.
He said the main website would have video content and was iPod and iPhone friendly.
Ms Newton said the campaign needed the support of a minimum of 100 businesses who would pay $1800 for a 12-month commitment.
“This is exposure that this town needs,” she said.
“We need to have business solidarity and if you are interested in the future progress of Byron Bay, then you need this campaign.
“It’s been a tough couple of years in business and the past 12 months have been particularly hard, with at least a dozen businesses closing their doors in the CBD.
“There’s also been a 10 per cent downturn every year since 2007 in domestic visitors to Byron Bay.
“Byron United is 100 per cent positive that this campaign will be a huge success and we are very excited.”
Manager of the Byron Visitors Centre Katharine Myers said the town had never before seen a campaign like ‘My Byron Day’.
She said it was wonderful and was a step in the right direction for tourism management.
“This will keep Byron on the map,” Ms Myers said.
Byron United will seek dollar-for-dollar funding for the campaign from Tourism NSW and Northern Rivers Tourism.
For more information on the campaign and the launch, phone Byron United executive director Diana Ricketts on 6680 8853 or 0417 331 826.