Mammoth visual content project set to deliver marketing boost

Covering more than 9,000km, 16 operators and countless camera clicks the National Experience Content Initiative has completed the incredible task of capturing the best tourism experiences on offer in Outback Queensland.

An initiative of Tourism Australia, the content creation project is aimed at supporting tourism businesses across Australia and driving increased visitation by helping them to better market their experiences and attractions.

The Outback Queensland portion of the project was delivered in collaboration with Tourism and Events Queensland (TEQ), Outback Queensland Tourism Association (OQTA) and visual production company Global Headquarters.

OQTA Chief Executive Officer Denise Brown said the project came at a pivotal time and would deliver invaluable assets that will help attract more visitors and boost Outback Queensland tourism’s COVID-19 recovery.

“Our tourism businesses took a significant hit from the pandemic as it impacted all parts of business, especially marketing budgets,” Mrs Brown said.

“Having the time and resources to invest in marketing collateral for a business, let alone across a region as large and dispersed as ours, is a mammoth task.

“The National Experience Content Initiative has enabled us to capture a wide range of high-quality and engaging imagery and footage from across the Outback region, which will help our products and experiences stand out in search results and get booked more often.

“The new visual assets will support Tourism Australia, TEQ and OQTA’s marketing activities as well as local operators and communities as they continue to emerge from the impacts of COVID on the back of extended drought.”

Mrs Brown said the national project had been an incredible undertaking with the Outback Queensland portion alone covering vast distances and an array of experiences and product which meant no two stops were the same.

“We were fortunate to work with the Darwin-based Global Headquarters team who have an extensive background and skills in capturing the unique aspects of the Outback – from our rugged landscapes to stunning sunsets,” she said.

“We also managed some unexpected bumps on the road with weather and COVID impacting itineraries and participants. The expertise and passion brought together for this project, from the team at Tourism Australia and TEQ, to the crew and operators on-ground, was nothing short of amazing.

“Feedback from our participating operators has been incredibly positive, and across our industry, members and councils there is a real buzz of excitement to see the results.

“The resulting imagery and footage will be invaluable, not just for tourism operators involved but for a wide range of local operations, business, councils and general public that are promoting our region and the fantastic opportunities that are available.

“We congratulate Tourism Australia and TEQ on delivering this important project. We look forward to the end product and helping showcase our special part of Australia to even more travellers.”


About the National Experience Content Initiative

The National Experience Content Initiative will provide a suite of new imagery and footage for up to 1,500 tourism experiences from around 57 regions across Australia to ensure that operator’s marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers. The National Experience Content Initiative is being delivered in close consultation with State and Territory, and Regional Tourism Organisations.

In selecting the participating operators, Tourism Australia established comprehensive eligibility criteria to: align to Tourism Australia’s brand pillars of natural beauty, food and drink, wildlife and culture; demonstrate a commitment to sustainability; be trade ready; have an up to date ATDW listing; and have a COVID Safe plan.

Content developed will be published on the Tourism Australia image and video gallery and TEQ’s visual gallery which is accessible by the general public, media and trade free of charge.


Participating operators
The Staging Post, Longreach
Australian Stockman’s Hall of Fame, Longreach
The Bigger Big Rig, Roma
Wallaroo Outback Retreat, via Injune
The Birdsville Hotel, Birdsville
Rangelands Outback Camp, via Winton
Australia Age of Dinosaurs, Winton
Turraburra (Gracevale Station), via Barcaldine
Australian Workers Heritage Centre, Barcaldine
Outback at Isa, Mount Isa
John Flynn Place / Museum, Cloncurry
WWII Secrets Base, Charleville
Eromanga Natural History Museum, Eromanga
Cunnamulla All Aboard, Cunnamulla
Nullawokka First Nations Tours, Bollon
Kronosaurus Korner, Richmond


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