Mackay and the Whitsundays are starting to reap the rewards of a $65 000 marketing campaign aimed at luring southern holidaymakers to the region.

The Mackay Port Authority (MPA) and low-cost carrier Virginblue have just completed a successful promotional campaign that offered city dwellers a refreshing short-stay break away from the hustle and bustle of Sydney and Melbourne.

Thousands of travellers each day were exposed to the promotional campaign, via huge billboards like this one on the entrance to Mascot Airport in Sydney.

Mackay Airport Manager Trevor Heard said the campaign urged city-slickers to “Spring into Mackay” through a host of special holiday packages, via Brisbane.

The Mackay Port Authority which operates the sea and air ports in Mackay contributed $20 000 to the campaign.

“It’s been a great success with passenger numbers on the increase during what is a traditionally quiet time for the airline industry,” he said.

“People in Melbourne and Sydney have recognised that a short stay holiday in our beautiful region is affordable and also offers a great opportunity to recharge the batteries.”

Mr Heard said the advertising campaign used major city newspapers, radio stations and city bill boards to entice holidaymakers north.

“It’s also generated a flood of advance booking inquiries into Christmas and the New Year,” he said.

“The MPA see it as a ‘win win’ situation. It improves our bottom line; Virgin benefits from an increase in passenger numbers and the travelling public reap the rewards of low priced air airfares.

“These initiatives have the potential to carry right through the tourism industry to restaurants, motels and hire car companies.”

Mr Heard said on-going talks between the MPA and Virgin had led to the airline introducing a new daily $189 through fare from Mackay to Canberra. The connecting service via, Brisbane started on November 25.

Mr Heard said negotiations were also continuing with Virgin and Qantas in a bid to encourage the airlines to introduce direct flights from Sydney to Mackay next year.

“Hopefully these negotiations will gain further momentum as Qantas explores opportunities for its new low cost carrier set to jet into regional airports in May,” he said.