21/04/2024

MBRIT Celebrates Year in Review and Launches Destination Re-Brand Campaign

MBRIT's Moreton Bay Spotlight - Tourism Forum, held aboard Brisbane Whale Watching's vessel Eye-Spy, was a resounding success. The event provided an excellent opportunity for tourism operators and industry stakeholders to come together and learn from key industry professionals while enjoying the stunning beauty of Moreton Bay.

Moreton Bay Regional Council Mayor Peter Flannery during his welcome, highlighted the importance of tourism for the region's economic growth, emphasising council's commitment to hotel investment attraction as part of the effort to boost visitor demand, length of stay, and overall expenditure in the Moreton Bay area.

The afternoon included insightful presentations from Chad Anderson - Deputy Director-General of Tourism at the Department of Tourism, Innovation & Sport (DTIS), Tas Webber - the Head of Tourism and Partnerships at the Brisbane Economic Development Agency (BEDA) and Monique Gerada, and Emilia Ball from IMATE, the Tourism and Events Queensland's (TEQ) marketing agency. These industry experts shared their knowledge and experiences, offering valuable insights into the tourism landscape and strategies for driving growth in the Moreton Bay region.

Renee Gusa, the Manager of Tourism Industry Development at MBRIT, also took to the stage to present "The Report Card: Year in Review 2022-23". This report (copy below) highlighted the activities undertaken over the financial year, showcasing MBRIT's dedication to fostering the growth and resilience of local tourism and hospitality businesses, along with driving marketing activity.


One of the highlights of the forum was the unveiling of the 2023 Moreton Bay Tourism Champions. These esteemed businesses, forty-five in total, were recognised for their outstanding contributions to promoting the Moreton Bay region through their marketing and business activities. By showcasing the region's attractions and creating memorable experiences, these champions have collectively enhanced the desirability of Moreton Bay as a premier destination to begin a Queensland holiday adventure.

After the informative sessions, the attendees embarked on a memorable sunset business networking cruise on Moreton Bay. With perfect weather conditions, the picturesque surroundings showcased the region's natural wonders. Kerry Lopez, representing Brisbane Whale Watching, also took the opportunity to share the fascinating story behind the company and its involvement in promoting whale watching in the area.

During the cruise, Luke Steers, Head of Marketing at MBRIT, took the opportunity to share with attendees the region's new destination brand, "That's Deliciously Moreton", recently launched into market as a major destination campaign.

Luke provided overview of the campaign's multi-faceted approach which encompass paid and organic digital media, direct marketing, print advertisements, social media influencer collaborations, user-generated content (UGC) engagement, outdoor and retail advertisements, event signage, and PR activities. The integrated strategy designed to reach a wide audience and create a buzz around the "That's Deliciously Moreton" brand.

Industry was invited to get behind the new brand using the hashtag #thatsdeliciouslymoreton, along with exploring the various free and paid campaign opportunities.

The event organised by MBRIT served as a platform to highlight the region's tourism achievements, foster collaboration among industry stakeholders, and recognise the significant role played by businesses in promoting Moreton Bay as a must-visit destination. Through the collective efforts of MBRIT, the Moreton Bay Regional Council, and other industry partners, the region continues to thrive as a premier location for tourists seeking unique experiences, natural beauty, and a vibrant local culture.

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