Modern Family beckons Americans to embark on their own Queensland family vacation

Millions of Americans will be urged to find their own Queensland family holiday following the screening of Modern Family’s highly-anticipated Australian vacation episode.

Minister for Tourism Jann Stuckey said the Queensland Government through Tourism and Events Queensland had partnered with Qantas Airways on a joint marketing campaign to promote the state’s destinations and visitor experiences through the show. 

“Innovative campaigns like this are just one way this Government is continuing to grow the Queensland tourism industry, one of the four pillars of the economy,” Ms Stuckey said.

“Queensland provided the perfect backdrop for the show with the cast filming scenes on the Great Barrier Reef and Hayman Island earlier in the year.

“A global audience of 100 million are expected to watch the episode – providing a fantastic opportunity to showcase Queensland’s destinations and encourage the show’s fans to visit the state.

“The US Modern Family vacation-themed campaign will help maximise the exposure and promotion of Queensland-themed holiday packages to deliver a real benefit for tourism operators.

“The campaign, which includes online advertising and digital commercials, will keep Queensland top of mind amongst Americans looking to plan their own family vacation.”

Ms Stuckey said Queensland was an aspirational destination for Americans with the state welcoming 160,000 US visitors in the year to September 2013.

“The Newman Government is working hard to maximise visitor numbers to Queensland and achieve our goal of doubling annual overnight visitor expenditure from $15 billion in 2010 to $30 billion by 2020,” she said.

“High-profile programs such as Modern Family are influential tourism marketing tools encouraging viewers to travel.”

One&Only Hayman Island General Manager, Guenter Gebhard said they were thrilled to welcome the members of the cast and crew of Modern Family to One&Only Hayman Island.

“It was fun to have Modern Family be the first guests to discover the new resort,” he said.

“The Great Barrier Reef is a natural wonder and it is the perfect programme to highlight that guests of all ages can enjoy the resort and The Reef’s spectacular beauty.”

The Modern Family vacation campaign – will be in market through until mid-May in the United States. For more information visit www.Qantas.com

[ENDS] 28 April 2014        Media Contact: Minister’s Office - 3719 7240