Nothing beats Queensland
THE new message Queensland will be sending to tourists worldwide is that “Nothing Beats Queensland”.
In a $10 million State and Federal marketing campaign, Queensland will be promoted nationally and internationally via this new tagline.
Member for Whitsunday and Minister for Tourism, Manufacturing and Small Business Jan Jarratt said the campaign would invite international media to visit international tourism hotspots, like the Whitsundays, as part of “the biggest media tour Queensland has ever experienced”.
“Queensland's tourism industry has done it tough as a result of the floods, cyclone and misperceptions about the condition of the State,” she said.
Tourism Whitsundays chief executive Peter O'Reilly said parts of the new campaign would offer increased exposure to the region which supported the work TW was already doing.
“There's a lot focusing on backpackers [in the new campaign] which is good to see that some of the money will help with the work that ourselves and Backpacking Australia have been doing to get them here,” he said.
Mr O'Reilly said the Whitsundays would also be hosting about 20 journalists from Australian and international media organisations this month.
“We do so well out of famils [familiarity visits] because our scenery is so spectacular so we seem to dominate,” he said.
The campaign will be rolled out in three parts with the first step aiming to bring in bookings for Easter from the interstate market.
The second phase will be to encourage Queenslanders to take a holiday at home, in their own State and the third focus will be to drive more bookings from international markets.
Meanwhile, it was announced last week there will be an opportunity for local business operators to get involved in a bus trip to the Australian Tourism Exchange in Sydney to promote their business and the region.