THIS weekend will see the launch of a promotional campaign inviting people from Brisbane and the Gold Coast to visit the Scenic Rim.
The Scenic Rim Regional Council "Richest Place on Earth, in Australia" campaign is a collaboration with local tourism operators supported by state and federal government bushfire recovery funding.
Television and digital media will feature some of the region's familiar faces, with the marketing strategy rolled out over the weekend.
Scenic Rim Mayor Greg Christensen said the campaign tagline was not about richness in terms of dollars.
"The campaign celebrates our abundance and the richness of our treasures. When we talk richest place on earth, we are talking about the richness of our soil, which is reflected in our renowned produce and the richness of our experiences, which is best enjoyed when you slow down and savour all that the region has to offer," he said.
"The campaign's captivating imagery showcases the richness of our beautiful and dramatic landscapes, which we know our visitors love, however it importantly also portrays our charismatic characters.
"The Scenic Rim is a place where people arrive as visitors and leave as family, and this campaign really highlights the authenticity and richness of the people who call the Scenic Rim home."
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Cr Christensen said the campaign would run until the end of September across free-to-air television, outdoor billboards and television program partnerships.
He said a 30 second version of the advertisement would screen on television in Brisbane and the Gold Coast, while a 60 second version, along with a variety of 15 second vignettes would feature on digital platforms.
Mike Webster from Scenic Rim Brewery said visitors came to the Scenic Rim to slow down and find a sense of connection not available to them in the cities.
"When people head a little bit west into the Scenic Rim, as soon as they see the mountains, they relax," he said.
"Once visitors meet the people of the Scenic Rim, they discover we're authentic, we know what good customer service is all about and we'll give our guests the time of day.
"We take the time to tell people our stories, give them an insight into how the country works and let them absorb our wonderful atmosphere and scenery."
Judi Minnikin from Cedar Creek Lodges said the Scenic Rim offered a wealth of experiences.
"What I love about the Scenic Rim is our diversity, whether people want a family holiday or romantic getaway. We have a plethora of choices, from Tamborine Mountain, with its lush rainforests and waterfalls to the Scenic Rim's lofty mountain ranges and picturesque farms and vineyards," she said.
"We have stylish rural accommodation, delightful shops, galleries, cafes, and restaurants. The Scenic Rim is an inviting and relaxed home away from home. If you come for two nights, you'll be sorry you didn't book for three!"
Cr Christensen said an initial phase of the campaign rolled out in early November after the September bushfires.
"We launched the initial campaign with funding from Tourism and Events Queensland to provide a boost to our tourism sector in the wake of the bushfires," he said.
"In the same week the Local Disaster Management Group was 'stood-up' as bushfires raged again in the southern and western parts of the region until the end of the year.
"We've had a pretty tough year here in the Scenic Rim, with drought, bushfires and now as we begin recovering from the impacts from COVID-19 we are finding richness in our resilience.
"Like all regions, our tourism industry has suffered, and we're excited to see this campaign back into the market to support our operators to get back on their feet.
"With COVID-19 restrictions lifting, and international travel still not possible, there's no better time to explore your own backyard and reconnect in the richest place on earth."
Cr Christensen said the campaign would not have been possible without generous funding from the Queensland and Australian governments.
"We're very grateful to receive tourism recovery funding in response to the last year's devastating bushfires, and we are confident this campaign will provide flow on benefits to the many other businesses who support the tourism industry, and the local shops and businesses where our visitors spend," he said.
"We thank our local tourism operators for being part of this journey with us from the campaign inception and through its development and relaunch this weekend.
"Council officers will continue to work closely with the region's tourism operators to assist them in supporting and leveraging the campaign."
Cr Christensen said tourism contributed more than $200 million each year to the Scenic Rim's gross regional product, and provided more than 2000 jobs. In 2018-19, the region attracted more than 1.7 million visitors who stayed more than one million visitor nights and spent more than $315 million.