Queensland unveils US$10 million tourism plan
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Queensland has launched a new AU$10 million (US$10.1 million) global tourism marketing strategy, entitled “Nothing Beats Queensland”.
Acting Prime Minister and Treasurer, Wayne Swan, joined Queensland Premier Anna Bligh in announcing details of the campaign, which is intended to support the state’s AU$9.2 billion tourism industry in the wake of recent natural disasters.
Swan said the campaign will encourage potential visitors by targeting media from around the globe to come to Queensland.
“The gravity of the natural disasters attracted world-wide media attention, so we now want the world to see for themselves that Queensland is well and truly open for business,” Swan said.
“We want to see Queensland’s tourism industry where it belongs – back on top – and for that we will need to be urging visitors back to our great state to see just how quickly the tourism industry has gotten back on its feet.
“It makes me very proud to be a Queenslander to see just how resilient our state has been in the face of these natural disasters, and our tourism industry is a great example of that.”
Swan stated that more than 222,000 people are employed in the tourism sector in Queensland, and around 97 per cent of tourism businesses are small or medium enterprises.
“It is essential we make a big effort to tell the world that Queensland is open and ready right now to welcome visitors,” he added.
Ms Bligh said the campaign would harness the “unbeatable Queensland spirit” to promote the state to both domestic and international visitors.
“These disasters have not beaten us because nothing beats Queensland!” said Premier Anna Bligh.
“The Nothing beats Queensland – Where Australia Shines campaign will be one of the largest coordinated tourism marketing initiatives Australia has ever seen.”
The AU$10 million domestic and international marketing strategy comprises AU$4.5 million for interstate marketing, including a brand and retail campaign under the tagline “Nothing beats Queensland – Where Australia Shines”; AU$1 million for intrastate marketing starting in late March; a AU$1 million campaign targeting New Zealanders – Queensland’s largest international market – to begin in April; AU$800,000 for a global youth and adventure traveller campaign; AU$700,000 for a global publicity blitz which will include bringing more than 100 international and domestic jounrnalists and travel writers to Queensland simultaneously – the single largest event of its kind in Queensland history; AU$400,000 each for retail campaigns in Japan, China and UK markets; and AU$300,000 for marketing activities across the rest of Queensland’s international markets.
“We want the nation and the world to know nothing beats the resilience of Queensland’s tourism industry despite everything Mother Nature has thrown at us,” MS Bligh said.
Federal Tourism Minister, Martin Ferguson, commented; “Tourism Queensland and Tourism Australia are about to embark on one of the largest coordinated tourism marketing initiatives in Australian history, incorporating a massive publicity, advertising and promotional blitz.
“This… 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.
“Queensland’s tourism industry has done it tough as a result of the floods, cyclone and misperceptions about the condition of the state. Today’s announcement brings the total support for Queensland’s tourism industry to AU$12 million.
“Step one is to drive bookings for Easter in the interstate market, step two is to encourage Queenslanders to get out there and support their mates by taking a holiday at home and step three will be to drive more bookings from international markets.”
Campaign activity will be rolled-out in phases with the first priority to boost Easter holiday bookings to Queensland by encouraging Queenslanders and other domestic tourists to holiday at home.
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