To tap into the rapidly growing agritourism travel sector.
Visit Sunshine Coast has launched a new campaign - Queensland's Sunshine Pantry - to tap into the rapidly growing agritourism travel sector, which CSIRO estimates could be valued close to $18 billion by 2030.
Queensland's Sunshine Pantry has been developed in a partnership between Visit Sunshine Coast (VSC) and the Food & Agribusiness Network (FAN), Queensland’s Sunshine Pantry is a distinct, unified brand that showcases the breadth of the region’s quality of produce and agritourism experiences.
The campaign has been funded by the Palaszczuk Government through the Department of Agriculture and Fisheries.
Nicole McNaughton, CEO of FAN, said the greater Sunshine Coast is home to a diverse range of makers, growers, producers, distillers, brewers and supporters – who are all passionate about their produce, products and region.
“We’re delighted to officially open the doors to Queensland’s Sunshine Pantry –and showcase our region’s truly collaborative, innovative and tasty food, beverage and agritourism industry – via this campaign," she said.
“The Queensland’s Sunshine Pantry campaign not only aims to position our region as a leading food and agritourism destination – but also create a host of new market opportunities for our regions’ producers and makers."
Visit Sunshine Coast CEO, Matt Stoeckel, said Queensland’s Sunshine Pantry is a platform to share what’s distinct about its food, drink and agritourism experiences, and it does so through one voice.
“We know visitors travel with their stomachs and so we wanted to make sure the Sunshine Coast is recognised for its natural abundance, quality of produce and range of culinary experiences,” he said.
“We anticipate that our Queensland’s Sunshine Pantry campaign will attract more foodies to come to the Sunshine Coast and experience it for themselves.”
The roll-out will be in various stages, starting with the launch of a dedicated website - www.qldsunshinepantry.com - and supported by promotions in consumer travel media, magazines and broadcast TV.
New video and photographic assets were commissioned for the launch including with famed chef Peter Kuruvita of Alba Restaurant, QCamel, Montville Coffee and Eastwell Farms.
Paid campaign promotion will be rolled out from February and will include digital display, native display, Youtube, search and social media plus sponsorship of an episode on a Taste of Australia with Hayden Quinlan.
Visit Sunshine Coast will promote the campaign through content partnerships with a variety of print media outlets.
Visit Sunshine Coast head of marketing, Kelly Ryan, said the Sunshine Pantry campaign was designed to highlight the diversity of Sunshine Coast attractions.
"Everyone knows our beaches, but food and agritourism experiences provide a great alternative way to explore and understand a region – it’s considered a different, fun and exciting type of holiday," she said.
"It’s even more of a motivator when the destination is nestled in nature and green at heart."
Sunshine Pantry has been created as part of the wider Project CRAFTED initiative, which has been developed in partnership with FAN and Visit Sunshine Coast and in collaboration with regional partners including Sunshine Coast Council, Noosa Council, Moreton Bay Regional Council, Gympie Council, Tourism Noosa and Moreton Bay Region Industry and Tourism.
Credits:
Creative Agency: Destination Marketing Store in partnership with Converge Marketing
Filming: NMFilms
Photograpy: Jesse Lindemann Photo and Film
Media Agency: IMATE (serviced by Dentsu QLD)
