Queensland launches ‘one of the biggest tourism campaigns in Australian history’

Queensland is to launch a $10m marketing campaign harking back to premier Anna Bligh’s celebrated “we are Queenslanders” speech at the height of January’s flooding crisis.

The “Nothing Beats Queensland – Where Australia Shines” campaign will include $5.5 million spent onshore to attract Queenslanders and Australians to holiday in the state; $1 million targeting its biggest offshore market of New Zealand; $800,000 targeting international backpackers; $700,000 on a major familiarisation programme for international and domestic journalists and a further $700,000 on key offshore markets.   

The campaign line builds on Tourism Queensland’s Where Australia Shines slogan which was launched in September. The activity will begin within weeks.

The video above featured in the launch to show how the line will be used, but is not intended as a TVC, which will follow.

Tourism Australia and Tourism Queensland are behind the campaign, with agencies DDB and Sapient Nitro – creator of the Best Job in the World promotion.

Federal tourism minister Martin Ferguson said the project will be “one of the largest coordinated tourism marketing initiatives in Australian history”.

He said: “This blitz will use activity such as Queensland television specials, major radio promotions, extensive newspaper and magazine coverage, sales campaigns in partnership with airlines, travel companies and major hotel chains, online promotions via Facebook and YouTube and other creative initiatives – in short over the next few weeks Queensland will be everywhere.”


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