Cheap fares lure ramp-up

Headshot of Jakeb Waddell
Jakeb WaddellBroome Advertiser
Travellers are encouraged to take advantage of the low-cost flights.
Camera IconTravellers are encouraged to take advantage of the low-cost flights. Credit: Supplied: Broome International Airport

The State’s peak tourist bodies have wasted little time getting the cheap Perth to Broome Qantas flights off the ground and plan to go “all in” to attract visitors to the Kimberley town.

Speaking at a sundowner event in Broome recently, Australia’s North West Tourism’s then chief executive Glen Chidlow and Tourism WA partnership manager Kym Francesconi unveiled their marketing scheme to encourage potential travellers to take advantage of the low-cost flights.

The campaign includes an upcoming 20-page Broome feature lift-out in The West Australian on July 14, billboards in 35 shopping centres around Perth, electronic signboards in the city, a feature on the Western Australia website, as well as radio, print and online advertising.

A seven-page events feature was published in The West Australian this month and initial outdoor, print and radio advertisements have also begun.

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The ANWT website has been updated with links to the Qantas booking site and social media activity has also been ramped up.

ANWT chief executive Natasha Mahar said the organisation had been working hard to increase the awareness of the special deals.

“The cost of airfares has long been cited as a major impediment to growing visitation to Broome so the trial provides an opportunity to overcome this barrier,” she said.

“We have outlined a number of marketing activities to support these services and will continue to work with stakeholders throughout the life of the project to raise the awareness of the fare and the need to book early.”

Tourism Minister Paul Papalia said the aim of the initiative was to provide affordable fares to stimulate travel to the region.

“The industry in Broome is also getting on board by coming up with attractive offers for accommodation, tours and the like,” he said. “We hope it will encourage people to escape to Broome for a weekend getaway or plan a longer break.”

The discounted flights trial was announced by Qantas in May, in collaboration with the State Government and Broome International Airport.

The special weekend fares will be available at $199 one-way during peak season (between August 17, 2018, and October 16, 2018, and June 21, 2019-August 17, 2019) and $179 during low season (October 17, 2018, to June 20, 2019).

Passengers would be required to book 60 days in advance to access a full discount. About 29,400 low-cost seats will be on on offer during the trial, with two new weekend services running in addition to scheduled flights.

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