CHEEKY CAMPAIGN TO ATTRACT TOURISTS

The Beattie Government has launched a cheeky campaign aimed at tempting Victorians and New South Welshmen to holiday in Queensland. 

Tourism Minister Margaret Keech said Australian television screens came to life last night with the first stage of the Queensland offensive to boost domestic tourism.

“Our sensational new campaign takes a cheeky swipe at New South Wales and Victoria, by posing the question: where has everyone gone? The obvious answer is Where Else But Queensland!,” Mrs Keech said.

“Domestic tourism around Australia has been flat for the past two years but we believe this campaign will kick-start what will be a great year for tourism in Queensland.

“While the ads are pitched at our southern counterparts, they will also screen in Queensland and are aimed at convincing Queenslanders to take a holiday at home.”

Mrs Keech said the $6.5 million campaign was an outcome of the $48 million Queensland Tourism Strategy.

“More than 10 kilometres of footage was shot to produce a world-class television commercial that is breathtaking, as well as a little bit cheeky and irreverent,” she said.

“We know Queensland truly is Australia’s holiday capital, and we don’t mind reminding Australians of what they are missing.

“From the rainforests and reef to the Outback, down to the cities and beaches of South-East Queensland, Queensland is made for holidays.

“This campaign is part of a long-term strategy to inform people about the benefits of holidaying in Queensland.

“It is a first-class ‘SmartState’ commercial, shot with world-leading SpaceCam technology by Queensland-based and internationally renowned director, Mark Toia, in partnership with local agency Clemenger BBDO.

“The result is a commercial not just about specific destinations, but unique Queensland experiences.”

Mrs Keech said the campaign was supported by extensive domestic digital and outdoor marketing, including a giant billboard near SydneyAirport.

“So as the southern states try and guess what season they will get each morning, they will be constantly reminded that there is nowhere else for a holiday than Queensland!”

The new television commercial can be viewed by visiting the new
‘Where Else But Queensland’ website at www.whereelse.com.au

Media contacts: Jo Gibbons 3224 2007 or David Smith 3225 1005 / 0409 496 534