Since Jetstar announced the Melbourne-Busselton direct air service the overwhelming theme of our conversations with members has been around how the route marketing is working; what’s being done to market the route, and how businesses can leverage the opportunity. Earlier this year we put together this explainer article to help answer some of those questions.
Tourism WA continues to be the lead marketing body for promoting the route and are working closely with Jetstar and the City of Busselton to promote the flights to Victorians in the New Year through channels including paid media campaigns, consumer emails, familiarisations and trade training. Further details and opportunities are to follow.
In the meantime please find below some further updates from MRBTA:
MRBTA Destination Website Activity
We have republished the ‘Melbs to Margs’ landing page at margaretriver.com/melbstomargs. Content featured on this page remains the same as it was ahead of the initial flight launch in March 2020, unless content has become outdated. A number of content inclusions were paid opportunities for MRBTA members, and the businesses involved are being given the chance to benefit from the exposure that they were originally promised.
As this content is developed further opportunities will become available, and members will be kept up to date with opportunities.
MRBTA Destination Social Media
Targeted social media adverts are going into the Victoria/Melbourne market via the Margaret River Region social accounts to promote the route – these link to the above landing page.
MRBTA members are advised to consider their own social media targeting to the Melbourne market which leads with the flight message as the hook.
Hashtags you may wish to consider using include: #MelbsToMargs, #margaretriver, #AustraliasSouthWest, #thisisWA, #JetstarAustralia, #busseltonmargaretriverairport, #busselton
A targeted eDM has gone to MRBTA’s consumer interstate database promoting the flights and margaretriver.com as a holiday planning resource. View the eDM here. Further eDMs will be distributed as appropriate.
Jetstar magazine has been discontinued as a result of the Covid crisis. Qantas magazine and media outlets continue to be active. Details of advertising opportunities will be shared via member newsletters.
The MRBTA marketing team will be in touch with ongoing opportunities. We continue to gather interest in hosting famils with media, influencers and travel trade VIPs involved in promoting the route, via this form.
Airport Advertising Queries
Any queries regarding advertising at Busselton Margaret River Airport should be directed to the City of Busselton via Jennifer May Jennifer.May@busselton.wa.gov.au
Airport Transport Queries
Any queries regarding access to the airport to provide transport services should be directed to the City of Busselton via Jennifer May Jennifer.May@busselton.wa.gov.au