Published Friday, 14 November, 2008 at 05:00 AM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
Islands of the Great Barrier Reef to beckon freezing Germans
Images of the Great Barrier Reef will be plastered on 170 billboards in Germany as well as in leading German magazines in a Tourism Queensland marketing blitz this month, Tourism Minister Desley Boyle said today.
“Tourism Queensland is investing $250,000 of the State Government’s $4 million tourism assistance package to ensure Queensland’s most enticing natural attractions are in the face of Germans as the European winter sets in,” Ms Boyle said.
“Tourism Queensland’s office in Munich is working closely with Tourism Australia and three major German wholesalers, turning the initial $250,000 investment into the $533,000 campaign, Let’s Got to Australia.
“This strategic campaign includes outdoor advertising, online marketing, in-store promotions, travel agent training, print advertising, and point-of-sale promotions through until early 2009.
“Queensland’s islands and the Great Barrier Reef will feature on 170 megawall billboard placements in major train stations throughout Germany.
“A glossy booklet will also appear in leading German lifestyle, travel and women’s magazines which are expected to reach around 300,000 people.”
Ms Boyle said Tourism Queensland was coordinating a roadshow of 26 Queensland tourism operators to travel around Europe November 25 – December 4 to meet with key European travel industry representatives.
“The Queensland on Tour roadshow will visit Frankfurt, Munich, Amsterdam, Zurich, Paris and Milan to increase awareness and profile of Queensland holiday product in Europe,” she said.
“Queensland on Tour follows on from the Queensland on Stage event held across the State during October.
“As part of Queensland on Stage, 24 travel writers from Germany, Switzerland, Austria, France and Italy took part in the familiarisation tour from Tropical North Queensland through to the Fraser Coast.
“From what I have heard, their Queensland experiences exceeded all expectations and we expect the familiarisation tour will generate invaluable coverage in the European travel media.
“I understand the European travel journalists were so impressed, many are already planning visits back to Queensland.”
Ends
Media contact: 3225 1005 or 0419 025 326
14 November 2008
“Tourism Queensland is investing $250,000 of the State Government’s $4 million tourism assistance package to ensure Queensland’s most enticing natural attractions are in the face of Germans as the European winter sets in,” Ms Boyle said.
“Tourism Queensland’s office in Munich is working closely with Tourism Australia and three major German wholesalers, turning the initial $250,000 investment into the $533,000 campaign, Let’s Got to Australia.
“This strategic campaign includes outdoor advertising, online marketing, in-store promotions, travel agent training, print advertising, and point-of-sale promotions through until early 2009.
“Queensland’s islands and the Great Barrier Reef will feature on 170 megawall billboard placements in major train stations throughout Germany.
“A glossy booklet will also appear in leading German lifestyle, travel and women’s magazines which are expected to reach around 300,000 people.”
Ms Boyle said Tourism Queensland was coordinating a roadshow of 26 Queensland tourism operators to travel around Europe November 25 – December 4 to meet with key European travel industry representatives.
“The Queensland on Tour roadshow will visit Frankfurt, Munich, Amsterdam, Zurich, Paris and Milan to increase awareness and profile of Queensland holiday product in Europe,” she said.
“Queensland on Tour follows on from the Queensland on Stage event held across the State during October.
“As part of Queensland on Stage, 24 travel writers from Germany, Switzerland, Austria, France and Italy took part in the familiarisation tour from Tropical North Queensland through to the Fraser Coast.
“From what I have heard, their Queensland experiences exceeded all expectations and we expect the familiarisation tour will generate invaluable coverage in the European travel media.
“I understand the European travel journalists were so impressed, many are already planning visits back to Queensland.”
Ends
Media contact: 3225 1005 or 0419 025 326
14 November 2008