January 18, 2016
The South Burnett’s major tourism attractions are now being promoted on billboards, thanks to a deal struck between South Burnett Directions and a large advertising company.
The billboards feature “skins” promoting Lake Boondooma and the Yallakool Tourist Park, the South Burnett’s wine region attractions, the Bunya Mountains and the upcoming Wine and Food In The Park Festival.
Under the terms of the deal, the South Burnett skins will be displayed as default advertisements on up to four Bishopp billboards when long-term contracts the company has struck with national and State advertisers have gaps.
The South Burnett Regional Council has paid for three of the billboard skins, while the Wine and Food In The Park Festival has paid for the fourth.
South Burnett Directions hopes other major local festivals will also take up the opportunity to use the deal for advertising outside the region, too.
SBRC Tourism Officer Julie Foley said the four billboards currently in use were located on the Bruce Highway at Apple Tree Creek, between Maryborough and Bundaberg; on the Bruce Highway at Gympie; and on the Warrego Highway at Dalby and Withcott.
Locations may vary in future as vacancies occur on the billboard company’s network.
Research shows that a significant number of tourists who visit our region live on the coast or other places outside the South Burnett.
The arrangement South Burnett Directions have struck with Bishopp allows the South Burnett to raise its profile in these different markets in a very economical way.
Getting roadside billboards to raise awareness about the region has been a major long-term goal of both the South Burnett Wine Industry Association and the former South Burnett Tourism Association but the ongoing costs of billboard advertising prevented these plans being put into operation.
When the South Burnett was associated with the Fraser Coast Regional Tourism Board, the Board mounted a sign promoting the region close to the Bells Bridge turn-off near Gympie. However, critics said the sign was not in a highly visible position.
By contrast, the new billboards are all in high visibility positions favoured by national advertisers.
Community organisations which run major annual events and who would like to explore the new billboard option can contact Ms Foley at the South Burnett Regional Council’s Economic Development Office for more details.
