CAMPAIGN BASED ON EXTENSIVE RESEARCH

The theme of Queensland’s new $6.5 million domestic tourism campaign was determined following extensive research earlier this year into target audiences and their perceptions of Queensland.

The strangely empty streets of New York, London, Sydney and Melbourne kick-off Queensland’s newest domestic television commercial.

Devoid of any people except a few bored bellhops, the question is asked: where have all the people gone?

And the answer, of course, is: ‘Where Else But Queensland.’

Tourism Minister Margaret Keech said the evaluation research revealed, perhaps unsurprisingly, that consumers viewed Queensland as being made for pleasure holidays.

“In addition to the reef, beach culture and natural wonders, they consider our attributes include a relaxed and casual lifestyle, warm weather and welcoming people,” she said.

“The research showed that the ‘Where Else But Queensland’ tag line generates positive associations and is easily remembered.”

Mrs Keech said a suite of versions of the commercial had been produced with different endings and calls to action to suit various purposes and markets.

“During the commercial’s initial launch phase in early 2007, the two-minute version will be available online to generate increased interest and excitement, with the 60-second version to be shown on television,” she said.

“As the media schedule rolls out, several 30-second versions, each featuring different Queensland locations, will run alternately.

“To encourage local ownership of the new campaign, the commercial will also be screened in Queensland.”

Mrs Keech said the campaign would be supported by extensive digital and outdoor marketing both domestically and internationally.

The campaign will debut in Sydney and Melbourne markets in February 2007. It is part of the Queensland Government’s $48 million Queensland Tourism Strategy and aims to drive future domestic tourism growth.

Mrs Keech said leading advertising agency Clemengers Harvey Edge produced the creative concept and world-renowned cinematographer Mark Toia, from Zoom Film and Television, shot the footage using state-of-the-art technology.

“The SpaceCam system used by Mark Toia is the first, fully automatic laser focusing system for airborne and specialised gyro-stabilised applications,” she said.

“It has produced scores of stunning images, the best of which we are confident will be irresistible to visitors.”

Mrs Keech said tourism was worth $16.7 billion annually to the Queensland economy and was the state’s third largest annual export-earner, generating more than $3.2 billion.

“We intend to grow the industry even more, with a resultant boost in jobs for Queenslanders,” she said.

“This campaign is an early outcome from our 10-year year plan to overhaul the tourism industry and maintain Queensland at the forefront of world tourism destinations,” she said.

“We intend to grow the industry even more. Tourism employs more than 136,000 Queenslanders. More tourists mean more jobs for Queenslanders.

“From employment and skills training to tourism infrastructure development, we are entering an exciting time for Queensland.

“In the future we can expect tourism to bring greater economic returns for Queensland.”

The new ‘Where Else But Queensland’ television commercial can be viewed for a limited time by visiting www.tq.com.au/whereelse

Media contacts: David Smith 3225 1005 / 0409 496 534 or Louise Yates (Tourism Queensland) 3535 5349 / 0419 713 176