Published Thursday, 10 January, 2008 at 09:17 AM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
Japanese to experience all the colours of Queensland
A new website to lure Japanese visitors to Queensland by showcasing the state’s many colours has been launched in Japan, Tourism Minister Desley Boyle said today.
Through the Tourism Queensland microsite – www.queensland-colors.jp – Japanese tourists will be enticed to Queensland with evocative images which introduce various destinations and experiences through colour.
Ms Boyle said Queensland was an obvious candidate for a colourful campaign showcasing its many assets.
“Rather than talking about our blue skies and white beaches, this campaign moves into more detail, looking at the Legend Blue of the Great Barrier Reef, the Eternal Violet dyed into a Gold Coast sunrise, and the Seashell White of Fraser Island,” Ms Boyle said.
“In total, there are 130 colours and the combination of these stunning colours and strong imagery brings Queensland’s destinations to life.
“The “Queensland palette” is an innovative way to present the state to potential Japanese tourists.”
The site is a key element of a wider program to encourage Japanese visitation and support Jetstar’s services into Queensland.
A competition is also running, encouraging Japanese viewers to select three of their favourite colours on the site. Every two weeks, from 17 December until 24 February, one couple will be in the running to win a trip to Queensland.
Ms Boyle said Japan remained Queensland’s second largest source market.
“Almost 400,000 Japanese visitors came to Queensland last year, spending more than $407 million.
“While we have experienced a softening in the Japanese market in recent years, Tourism Queensland is working hard to attract visitors from this market with fresh and innovative ideas,” Ms Boyle said.
“Media and marketing initiatives include working closely with major airlines to increase affordable access from Japan. This new website helps to showcase the range of colourful holiday experiences available to Japanese tourists in Queensland.”
Ends
Media contact: 3224 2007 or 3225 1005
10 January 2007
Through the Tourism Queensland microsite – www.queensland-colors.jp – Japanese tourists will be enticed to Queensland with evocative images which introduce various destinations and experiences through colour.
Ms Boyle said Queensland was an obvious candidate for a colourful campaign showcasing its many assets.
“Rather than talking about our blue skies and white beaches, this campaign moves into more detail, looking at the Legend Blue of the Great Barrier Reef, the Eternal Violet dyed into a Gold Coast sunrise, and the Seashell White of Fraser Island,” Ms Boyle said.
“In total, there are 130 colours and the combination of these stunning colours and strong imagery brings Queensland’s destinations to life.
“The “Queensland palette” is an innovative way to present the state to potential Japanese tourists.”
The site is a key element of a wider program to encourage Japanese visitation and support Jetstar’s services into Queensland.
A competition is also running, encouraging Japanese viewers to select three of their favourite colours on the site. Every two weeks, from 17 December until 24 February, one couple will be in the running to win a trip to Queensland.
Ms Boyle said Japan remained Queensland’s second largest source market.
“Almost 400,000 Japanese visitors came to Queensland last year, spending more than $407 million.
“While we have experienced a softening in the Japanese market in recent years, Tourism Queensland is working hard to attract visitors from this market with fresh and innovative ideas,” Ms Boyle said.
“Media and marketing initiatives include working closely with major airlines to increase affordable access from Japan. This new website helps to showcase the range of colourful holiday experiences available to Japanese tourists in Queensland.”
Ends
Media contact: 3224 2007 or 3225 1005
10 January 2007