CAMPAIGN URGES BRITS TO WINTER IN QUEENSLAND

With UK temperatures toppling for winter, a new campaign is currently inviting wealthy Brits to escape to the warmth of sunny Queensland, Tourism Minister Margaret Keech said today.

Mrs Keech said the $80,000 Queensland – Escape to Paradise promotion targeted high-end, discerning travellers looking for the ultimate in luxury holiday experiences.

“United Kingdom visitors represented Australia’s largest international source market for revenue and room nights for the year ending June 2006 and they are well aware of Queensland’s beautiful beaches, tropical islands and heritage-listed rainforests,” Mrs Keech said.

“However, this campaign showcases that you can experience all these natural wonders in sumptuous six-star luxury.

“Accommodation choices range from Palazzo Versace on the Gold Coast to Peppers Spicers Peak Lodge in southern Queensland, Hayman Island in the Whitsundays and Voyagers Lizard Island in Tropical North Queensland.

“Throughout Queensland there are upmarket options for accommodation, tours, transport, dining and cultural experiences that would be ideal for someone who enjoys that touch of indulgence and luxury.

“The campaign also emphasises that the people in Queensland are warm and friendly – just like our tropical climate.”

The campaign was jointly coordinated by Tourism Queensland’s UK office together with Gold Medal Holidays and Airline Network. It includes national UK newspaper advertising, direct marketing, internet activities, group PR and faxes, as well as newsletters.

“The consumer direct mail campaign alone will be delivered to around 30,000 customers who have previously travelled to Australia and have high incomes,” Mrs Keech said.

“In addition, Airline Network will generate further awareness by incorporating links to a special website from its weekly e-newsletters that are sent to a database of more than 1.5 million unique email addresses.

“A further 2.5 million people every month are expected to view the new dedicated microsite developed by Gold Medal.

“Essentially, consumers as well as travel agents in the UK will be left in little doubt in the next few months that Queensland is the ideal choice for anyone wanting to experience some warm weather and hospitality.”

Media Inquiries: David Smith 3225 1005 or Louise Yates 3535 5349 / 0419 713 176 (Tourism Queensland)