Preparations for the launch of Jetstar’s Sydney to Busselton flights are underway, with the route commencing on Tuesday 26 March. Jetstar will operate the service three times per week on Tuesday, Thursday and Sunday.
How does the route marketing work?
Tourism WA continues to be the lead destination marketing body for promoting the flights, working in partnership with Jetstar and the City of Busselton. Cooperative campaigns and strong media buys promoting the route are taking place across broadcast, digital and social media channels.
A VIP trade and media event focussing on the region will take place in Sydney the night before the route launch, on 25th March. Following this, a series of famils will be delivered by Tourism WA and Jetstar, bringing key media, influencers and trade partners to the region. The Sydney-Busselton route message will also be woven into other domestic cooperative marketing campaigns and Tourism WA’s always on activity.
MRBTA plays a supporting role in the route marketing. We work mainly through our digital channels (destination website, social media, consumer eDMs) to help raise awareness of the route; support travel preference for the region and encourage visitors to stay longer and disperse widely. Our Visitor Centre and Central Reservations team help visitors to plan and book their stay, and provide tools such as the regional touring map and Tales & Trails magazine. Working in partnership with the City of Busselton, MRBTA will also run a consumer competition offering a free holiday to the region to Sydneysiders – details to follow.
Top Tips for MRBTA Members
- Travel Advice: Many interstate visitors still have low awareness of the region, and we encourage members to help share practical advice to help visitors plan their stay. The content below can be shared via your own visitor communications, such as on your website, in your post-booking eDMs and on social media.
- Getting Here & Local Transport: Includes information on car hire, tours and transport.
- Things To Do In Busselton: Includes details of experiences, events and itineraries.
- Regional map graphic and drive times matrix is available to download as a PNG or EPS.
- The new Discover Busselton Walking Guide was released in late 2023 and has been made possible thanks to the City of Busselton’s Economic Development and Marketing Grants Program. Copies are available to pick up from the Busselton Visitor Centre.
- Social Media: You may wish to consider running social media targeting to the Sydney market which leads with the flight message. Route sales can often provide an engaging hook, and Jetstar regularly release sales to coincide with a flight launch. Keep an eye on the Jetstar website for the latest news, and be aware that sales often sell out quickly, within a day.
- Develop and Distribute your Product: Brush up on your understanding of what motivates the different types of domestic traveller – visit Tourism WA’s website for some useful factsheets. MRBTA offers a subsidised Experience Development Program for members to receive 1-1 mentoring on developing and distributing experiences for interstate and international markets.
- Busselton Airport Advertising: Airport advertising is managed by the City of Busselton. Please visit the Airport website for details.
Opportunity: First Flight Gift Bags (opportunity now closed)
As part of the celebrations to welcome the first flight, MRBTA together with our partners at Australia’s South West invite our members to contribute items to gift bags offered to each passenger arriving in Busselton on the first flight. Please submit your EOI if your business would like to be involved. Items must:
- Offer something free of charge to visitors (not discounts)
- Be alcohol-free
- Fit easily along with other gift items into a small shoulder bag (approx 35cm x 40cm)
- Not be fragile
There will be up to 186 passengers on the first flight, however you are not obliged to provide this many items. Our team will ensure that each bag contains a mix of gift types.
Please note that this opportunity has now closed.