UK TOURISM TO GROW WITH NEW APPOINTMENT

Tourism Queensland is revamping operations in the United Kingdom, Ireland and Nordic region to create more opportunities and grow the markets, Tourism Minister Margaret Keech said today.

Mrs Keech said from 1 October, Hills Balfour Synergy, a member of the worldwide Aviareps group, will represent Tourism Queensland in the region.

“Hills Balfour Synergy will work with Tourism Queensland to further enhance the marketing activities and opportunities for Queensland in what is a vital and lucrative visitor market,” Mrs Keech said.

“The UK is a consistently top performer for the state with visitors from the region spending, in the last year alone, a massive $445 million while holidaying in Queensland.

“We look forward to tapping the potential of the market even further by capitalising on the benefits such a well-credentialed organisation as Hills Balfour Synergy bring to the table.

“Tourism Queensland already uses the services of Hills Balfour Synergy’s partner, Mangum gmbH, in our Munich office for our marketing efforts in Germany, Italy, France, the Netherlands and other parts of Europe.

“Using Hills Balfour Synergy in the UK, Ireland and Nordic region will create one voice to cover all of Europe on behalf of Queensland.

“A permanent, fully dedicated Queensland team will be established within the Hills Balfour Synergy organisation.

“The move will reduce operational costs and we will channel the savings back into marketing initiatives using the significant additional resources provided by Hills Balfour Synergy.

“Our partnership will continue to place significant focus on our relationships with key stakeholders, particularly the UK, Irish and Nordic wholesalers, Tourism Australia, other State members of Destination Australia Partnership (DAP), and airline partners.

“However, the arrangements will allow us to more aggressively target other marketing streams, particularly in the area of media and public relations, online and digital marketing, and consumer promotions.

“We are placing a far greater focus on communicating directly with the end-consumer.”

Tourism Queensland will continue to use Australia House as its official London base.

Media contacts: David Smith 3225 1005 or Karla Steen 3224 2007