The Great Green Way

Ware, Christian, and Budge, Samuel (2002) The Great Green Way. In: Carson, Dean, Waller, Iain, and Scott, Noel, (eds.) Drive Tourism: up the wall and around the bend. Common Ground Publishing, Altona, VIC, Australia, pp. 63-68.

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[Extract] This chapter offers lessons for others interested in promoting to drive tourists. The primary mechanism being used to promote the Great Green Way is a brochure. The brochure provides information about the various attractions the region has to offer; a tourist style map of the region; information about travelling times and distances; helpful tips regarding safety issues and how to treat the environment; and contact details of the tourist information centres within the region.

The brochure campaign was launched to coincide with the Christmas school holiday period in December 1996 and has continued to operate since then. Distribution of the brochures has been primarily through tourist information centres, petrol stations, caravan parks, the RACQ and other motoring organisations, and car rental agents. In addition, the Great Green Way has also been promoted at various holiday and travel shows, camping and caravan shows, fishing expositions, and 4WD shows.

This campaign has been developed with the aim of increasing the length of time visitors spend in the region, and is aimed at two key target markets:

1. Self drive visitors to the region (both domestic and international); and

2. Local residents of both Cairns and Townsville taking short breaks (Great Green Way Action Plan 1996/97).

Item ID: 14371
Item Type: Book Chapter (Research - B1)
ISBN: 978-1-86335-513-1
Keywords: Great Green Way; self-drive transport; tourism
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Date Deposited: 15 Dec 2010 02:40
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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