Byron Naturally hits the air
THE Byron Naturally advertising promotion hit the airwaves again on the weekend with hopes of repeating last year's 64% increase in stays in Byron Bay.
For the next few months, the TV commercial will receive prime time airplay in Brisbane, the Gold Coast and Newcastle in a bid to win a bigger slice of the lucrative drive market.
The campaign is worth hundreds of thousands of dollars and has a strong digital media component this year.
It has been labelled the most comprehensive promotion ever of Byron Shire.
The business group behind the campaign - Byron United - has defended claims it ripped off the idea from the Sunshine Coast.
President Paul Waters said he was milking the controversy for all it was worth.
He has done several TV, radio and print interviews in Queensland amounting to thousands of dollars worth of free publicity dismissing claims that Byron Bay copied the Sunshine Coast Naturally Refreshing branding.
Queensland media are billing it as the tourism State of Origin, which Mr Waters believes NSW and Byron is clearly winning.
"We've got a better product," he said.
"You go anywhere in the world and you mention Byron Bay and they'll have heard of it."
If the Sunshine Coast "keep working hard" they may reach a similar level of international recognition, he added cheekily.