MEMBERSHIP PROSPECTUS 2021

Outback Queensland Tourism Association is a Destination Marketing Organisation, committed to driving visitation to Outback Queensland.

From a marketing perspective, we measure our success not just in leads, likes and comments – but conversion, as we believe that’s our true measure of success.

OQTA is committed to capacity building in the region, to offer better services for its members.

Not only is our capacity growing, but our products as well, with a raft of new product developments coming online.

In 2021, our three Membership Tiers are:

  •    Cowboy’s (Base Level Membership): $150 incl gst
  •    Stockman’s: $770 incl gst
  •    Drover’s (Travel Trade Marketing Membership): $2200 incl gst

OQTA’s fee-for-service model and Travel Trade Sales Packages are available as part of the benefits of all three tiers of  Membership.

OQTA are continuing to offer a fee-for-service model in 2021 so members can choose which services they’d like assistance with through our digital channels.

Reach new audiences by leveraging off OQTA’s growing social media platforms, email database and website to promote your product or service.

Members can choose which level of support they’d like from OQTA to ensure your marketing efforts are more targeted than ever before – rather than a one-size fits all solution.

Not only are outcomes customised, so are the budgets required for investment. Our mission is to connect every visitor with an authentic and memorable Australian outback experience and adventure – by making sure our destination is the number one choice for an authentic Australian Outback adventure.

OQTA’S CHANNELS AT A GLANCE

OQTA is committed to growing its audience across its owned media platforms.

In particular, OQTA’s marketing strategy is on track to achieve the following growth by 30 June 2022:

  • Facebook - 110,000 followers
  • Instagram - 50,000 followers
  • Twitter - 7,000 followers
  • YouTube - 300 subscribers
  • Consumer eNews database - 40,000 subscribers
  • Trade eNews database - 1,000 subscribers
  • Media eNews database - 500 subscribers

We are proud to offer our members marketing opportunities within our channels – and grow your audiences jointly with ours.

MEMBERSHIP TIERS

Cowboy’s membership:
Price: $150 incl GST

Please Note: available to all operators and businesses located in the Outback Queensland region; this price is not available to Councils or drive committees.

Includes:

  • Receive monthly OQTA consumer eNewsletter
  • Receive frequent tourism industry updates
  • Ability to apply for the OQTA Tourism Awards
  • Lobbying and Advocacy Support
  • Access to the Outback Queensland Marketing Private Facebook Group
  • Free ATDW listing until June 2022
  • Access to OQ Assist services
  • Access to OQTA optional marketing activities
  • Access to Travel Trade Sales Packages

Please note, Cowboy’s members do not receive a free listing in the OQTA Travellers’ Guide, QTIC Membership, or other benefits.

Stockman’s membership:
Price: $770 incl GST

Please Note: available to all operators and businesses located in the Outback Queensland region; this price is not available to Councils or drive committees.

Includes:

  • All the Cowboy’s membership benefits
  • 1 x voting rights in the OQTA A.G.M.
  • Discounted advertising rate in the OQTA’s Travellers’ Guide
  • Directory listing in OQTA’s Travellers’ Guide
  • Free QTIC Membership – Tourism Supporter Level
  • Access to OQTA’s image library

All Stockman’s level members receive a free listing in the OQTA Travellers’ Guide, QTIC Membership, Voting rights, and other key benefits.

OUR ANNUAL MARKETING ACTIVITIES

To ensure we are delivering our vision and aims, OQTA undertake an annual program of strategic marketing activities designed to attract visitors to the Outback and to increase our region’s domestic and international profile.

Our marketing activities include the following:

CONSUMER

  • Executing a digital marketing strategy to drive awareness and increase conversion to all operators, events, councils and drive routes in Outback Queensland
  • Growing our social media channels and consumer databases and setting rigorous targets to ensure enhanced growth
  • Pitching and coordinating famils (media, traditional and digital) into the region
  • Advocacy on behalf of our region and industry representing our members to high level stakeholders
  • Working in partnership with TEQ and QTIC on Experience and Product Development, creating, informing and guiding the direction taken in developing and promoting our regions product
  • Negotiating partnership agreements with corporate stakeholders that have influence in our region
  • Working in partnership with the Events Team at TEQ to prioritise event funding applications, coordinate assistance and promote outback events
  • Promoting Outback Mates loyalty program, designed to drive visitors in to the VIC’s, spend more money and keep them in region longer
  • Visitor Information accreditation process, assistance and collateral
  • Working in partnership with our Members and travel industry to develop marketing opportunities and advertising campaigns to attract bookings and visitors to Outback Queensland

TRADE

  • Trade Newsletter that goes out to our database of domestic and International travel agents, brokers, wholesalers, ITO’s, and other industry networks
  • Attending travel trade events and consumer shows
  • Work with TEQ and partners to encourage and host famils in Outback Queensland
  • Trade work in Australia and New Zealand – where we sell directly to travel agents and travel brokers increasing awareness of Outback Queensland experiences and destinations and growing business opportunities with key trade partners
  • Selling to international travel buyers through the Australian Tourism Exchange (ATE), Australia’s largest annual travel and tourism business-to-business event
  • Travel agent and industry sales calls and training sessions and workshops

TRADE MENTORING

  • To develop industry knowledge and skills
  • Understand the key principles of travel trade distribution: packaging, pricing and distribution structures, development of travel trade tools, operational systems (eg. channel managers)
  • Sales skills for use in travel trade and direct with consumers
  • Product evaluation & strategic planning
  • Development consultation to assist with tourism travel trade presence and be available for comment on tourism issues and changes of distribution
  • Monitoring products market status and position, and identify opportunities for the product
  • Provide recommended strategies for implementation

For more information about OQTA’s Membership options, please contact admin@outbackqueensland.com.au