To commission a suitably qualified and experienced PR agency to pitch, source, coordinate and manage media and approved digital influencers as part of the Townsville North Queensland brand launch.

The overarching objectives of the Townsville North Queensland brand launch is to drive increased awareness, demand and ultimately conversion of visitors (and increased visitor spend) to Townsville North Queensland from key metropolitan markets of Brisbane, Sydney, and Melbourne.

The purpose of the PR Agency is to:

• Pitch and secure media coverage for Townsville North Queensland’s brand launch through suitable media agencies that will reach the desired target audience
• Source, qualify, contract, and manage deliverables of digital influencers who meet the campaign target audience
• Provide on-ground assistance with PR launch/activation at the International Media and Marketplace conference in Sydney (24 February 2023)
• Report the outcomes and results of the PR coverage in achieving increased awareness and ASR value and conversion.

The successful Tenderer will be expected to:

1. Pitch, secure, contract and manage deliverables of at least 15 digital influencers and/or major media outlets to receive destination coverage that reach’s the campaign’s key target markets
2. Support Townsville Enterprise in hosting the influencers and media in region as part of a mega famil
3. Vetting and quality assessment completed on all influencers and media to ensure audience/engagement legitimacy and market effectiveness for the new destination brand
4. Provide strategic media advice and additional coverage opportunities (outside of the famil)
5. Deliver and implement a PR strategy to support the launch
6. Provide a report on media coverage and value of coverage secured throughout the campaign period
7. Regular WIP meetings to ensure PR pitching and strategy aligns to campaign