Queenslanders encouraged to enjoy ‘Days Like This’ in new tourism campaign

With tough times for Queensland’s tourism industry ongoing as the global COVID-19 pandemic continues to require a strong health response, Queenslanders are again being urged to support the state’s tourism industry.

A new $2.4 million tourism campaign is being rolled out to encourage and inspire more Queenslanders to support the industry and its workers in our home state as part of the continued rollout of Queensland’s plan for economic recovery from COVID-19.

The ‘Days Like This’ campaign showcases a range of popular tourist spots and features Van Morrison’s classic hit which has been re-recorded and given a distinctly Queensland feel by local musicians Tia Gostelow and Busby Marou.

Tourism Minister Stirling Hinchliffe said the campaign launched today is the first step in a long-term strategy to support our tourism industry with further investment at the right time.

“In the short term, this campaign is targeted at encouraging Queenslanders to support local tourism businesses,” the Minister said.

“We know the continuing restrictions due to COVID is impacting our tourism industry, particularly those to protect us from the new highly infectious Delta strain.

“When it’s safe to ease travel restrictions, the campaign will be extended with further funding to lure other Aussies and Kiwis to experience ‘Days Like This’ in Queensland and further boost our industry.

“Millions of people around the world are now talking about Queensland after our successful Brisbane 2032 bid.

“We will continue to capitalise on our successful Olympics bid in showcasing our great state in coming years.”

Mr Hinchliffe said the awarding of the 2032 Olympic and Paralympic Games had put Queensland tourism in a unique position to rebuild better.

“The Palaszczuk Government is absolutely committed to supporting the tourism industry to maximise Queensland’s Games opportunities for our Covid-19 Economic Recovery Plan,” Mr Hinchliffe said.

“We think the ‘Days Like This’ campaign will stir emotions and show Queensland is the place to be for worthy holiday memories that will last a lifetime.

“Memories like a young child seeing a large reef fish for the first time, experiencing genuine Indigenous culture, the adrenaline of white water rafting or relaxing in an artesian mineral bath in the Outback – these are some of the quintessential Queensland holiday snapshots ‘Days Like This’ celebrates.       

“Our plan focusses on energising Queensland’s tourism brand to the global audience that the lead up to 2032 Olympic and Paralympic Games will bring.

“We intend to grow the campaign interstate and internationally as Australia’s pandemic recovery evolves. 

“Right now, it starts with the almost 3 million Queenslanders predicted to watch the TV coverage of the Tokyo Games, and the top-rating Survivor Australia series filmed in Outback Queensland.

“We’re already working with the travel industry to deliver ‘Days Like This’ holiday deals to support tourism operators in the south, outback, central and northern areas of the State.

“With the 2032 Olympic and Paralympic Games ahead of us, there’s never been a better time to remind visitors of the Queensland experiences they’ve always dreamt of and supercharge our Economic Recovery.”   

Tourism and Events Queensland Chief Executive Officer Leanne Coddington said launching ‘Days Like This’ was an exciting step forward in marketing the state.

“We have been looking closely at how to take the next step to evolve our message towards more purposeful travel – where we show people that travelling in Queensland is good for their soul and can be good for the world as well,” Ms Coddington said.

“The time is right as we emerge from COVID restrictions and seek to reconnect with friends, family and our environment, and we look to simplify things and enjoy moments with those we love.

“A major campaign like this aims to keep Queensland first in people’s minds when they’re planning and booking their next trip.

“It is an exciting time to explore Queensland with a thriving events calendar just released for the second half of the year, incredible destinations and experiences right around the state and the celebration of the Year of Indigenous Tourism in Queensland this year.

“The campaign perfectly highlights the breadth of experiences across Queensland, being filmed in 14 locations around the state from Millaa Millaa Falls in the Far North’s Tablelands to Charlotte Plains Station in Outback Queensland, the Gold Coast’s Hydrofoil tours and Brisbane’s Howard Smith Wharves.”

Tourism businesses are encouraged to use the new campaign toolkit to leverage the campaign. Visit teq.queensland.com/dayslikethis

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DOWNLOAD SAMPLE CAMPAIGN CREATIVE ASSETS (INCLUDING TVC) HERE

Locations featured in the campaign creative:

1. Millaa Millaa falls, Cairns & Great Barrier Reef
2. Sunlover Reef Cruises, Cairns & Great Barrier Reef
3. Jarramali Rock Art Tours, Cairns & Great Barrier Reef
4. Lady Elliot Island, Bundaberg
5. Keppel Explorer, Capricorn
6. Ocean Rafting, The Whitsundays
7. Journey to the Heart, The Whitsundays
8. Australia Zoo, Sunshine Coast
9. Howard Smith Wharves, Brisbane
10. Gold Coast Hydrofoil Tours, Gold Coast
11. Sum Yung Guys, Sunshine Coast
12. Queensland Art Gallery & Gallery of Modern Art, Brisbane
13. Charlotte Plains Station, Outback Queensland
14. Birdsville Big Red Bash, Outback Queensland