Calling all takers: Locals and Coffs Coast Tourism Association members tune in on the live Triple M broadcast from the Big Banana yesterday.
Calling all takers: Locals and Coffs Coast Tourism Association members tune in on the live Triple M broadcast from the Big Banana yesterday. Bruce Thomas

Triple M plugs Coffs to city folk

THE Coffs Coast’s holiday appeal has been pitched to Sydneysiders, with drive-time radio encouraging city families to travel north this summer.

Broadcasting live from the Big Banana, Triple M gave the Coffs Coast a prime-time plug, promoting the region’s many attractions.

The radio station’s road trip north on the Pacific Highway has coincided with the launch of the Legendary Pacific Coast tourism campaign.

Mid North Coast Tourism’s Belinda Novicky said the endorsement on the airwaves targeted the middle-aged metropolitan market, now planning summer holidays.

“We hope to encourage those in the 35 to 40 age bracket who travelled the Legendary Pacific Highway with their parents as kids to again head up the coast with the family,” Ms Novicky said.

“So many people out there have a photo of themselves standing in front of the Big Banana as kids and this campaign is about getting them back here and continuing the tradition with their children. Given the radio broadcast fell on Remembrance Day, Triple M presenters touched on the city’s war history, interviewing RSL sub-branch members and veterans.”

And, of course, Coffs Harbour’s famous tie with bananas was also a much-talked feature.

In 2008, 22 million visitors to NSW travelled the Pacific Highway and added $5.4 billion to local economies.

The Legendary Pacific Coast campaign, launched in Sydney this week, hopes to add to those numbers.

It has gone tech savvy, with the roll out of a new IPhone application, website, tourist guide and multimedia advertising targeting Sydney and Brisbane audiences.

An international tourism campaign promoting the Mid North Coast will follow in February.



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