QLD tourism ups spend post Olympics win, finds Pathmatics

Pathmatics, which launched in Australia last month, has released data showing that the digital and social spend of Tourism and Events Queensland jumped significantly from June 2021 to July 2021, after Brisbane was announced as the host of the 2032 Summer Olympics.

The spend in July has more than doubled ($299,400) when compared to January ($91,200).

Advertising spend is derived from Desktop display, desktop video, mobile display, mobile video, and social media

From the beginning of this year to 24 July, Tourism and Events Queensland has spent over $1 million of advertising spend on Facebook.

Pathmatics also counted 309 creative pieces from 1 January to 24 July, although the same creative is counted more than once if the ad format, size, and creative text changes.

Included in the data are the top websites by spend and impressions for Tourism and Events Queensland.

Site spend share vs site impression share

Pathmatics also released a report detailing the Australian Government’s spend on vaccine-specific digital advertising.

Tourism and Events Queensland recently released a domestic tourism campaign via Rumble.


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