THE REMARKABLE JUST THE ORDINARY IN QUEENSLAND

Tourism Minister Margaret Keech said today a new $6.5 million tourism television campaign celebrated the most beautiful aspects of Queensland’s natural icons.

“People around the world know about Queensland’s reputation for being a truly unique and beautiful destination,” Mrs Keech said.

“Many millions travel here each year just to see and experience it for themselves.

“This new television commercial is only a glimpse of what Queensland offers and every frame used was expertly shot by world-renowned cinematographer Mark Toia to reflect the extraordinary qualities of our landscapes.

“The remarkable is in fact the ordinary when it comes to Queensland destinations because it doesn’t matter where you go in this great state – the scenery and surroundings are always breathtaking.

“That’s why we are the holiday state - Queensland was made for holidays.”

Mrs Keech said the campaign, which she jointly launched today in Tropical North Queensland with Premier Peter Beattie, would be telecast on Australian television screens from February 2007.

“We are expecting a huge reaction to the ad in our target markets of Sydney and Melbourne,” she said.

“Not only because we have been a little cheeky in our approach suggesting that all the people in Melbourne and Sydney have come to Queensland but for the captivating and sophisticated way it sells that message.

“The ad is an important part of our strategy to rebuild and increase domestic visitation to Queensland.

“Nation-wide, the domestic holiday market has been flattening in recent years as a booming economy prompts more Australians to travel overseas in preference to holidaying at home.

“This commercial dispels the myth there is any place more exciting, enticing, fascinating or fun than Queensland.”

Media contact: David Smith 3225 1005 / 0409 496 534