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Integrated campaign underway to get tourists to Howe rather than ‘Where?’


By Steven Raeburn, N/A

April 29, 2013 | 2 min read

GTI Tourism and Circul8 have collaborated on an integrated marketing campaign to attract winter visitors to the UNESCO World-Heritage listed Lord Howe Island.

Almost half of Australians didn't know where Howe was

The 'Howe's Life' campaign integrates digital and social media with an interactive consumer competition and discounted winter travel to Lord Howe. Research identified that only 49% of Australians knew where the island was located.

The campaign launched this week.

"The first time I saw images of Lord Howe Island I knew I wanted to go there, so it's no surprise that this campaign is led by stunning photography,“ said Alana Stocks, managing director of Circul8.

"Through this campaign we're giving people an opportunity to discover Lord Howe Island through digital and social media, and inspire them to visit and share this truly unique destination with their networks."

Sarah Anderson, managing director of GTI Tourism, said: “When people visit Lord Howe Island they are astounded by its natural beauty - it's easy to argue it's Australia's most attractive island, if not the world's.”

She added: "The media spend for the Howe's Life campaign is aimed at driving fans to the island's newly created social media channels, which will allow Lord Howe to stretch the impact of this annual campaign throughout the year."


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