The Queensland government has tapped two of the state’s biggest stars for a $9 million tourism campaign.
Hundreds of bluey fans took to Brisbane’s South Bank, the Gold Coast’s Main Beach and the Esplanade in Cairns to set a world record for the biggest keepy-appy game as part of a campaign to promote the “Sunshine State”.
The 2000km activity involved 702 Keepy Appie ‘experts’ and is part of a wider campaign to promote Queensland to the world. Keepy Appie games were in full swing across the state yesterday, including at Whitehaven Beach in the Whitsundays, along the coast and even in the outback.
It’s part of a campaign encouraging tourists to “Enter the World of Bluey”. Queensland is home to Bluey, the adorable Blue Heeler created by Joe Blum and inspired by Brisbane’s South Bank.
Popular TV presenter Robert Irwin, from “I’m A Celebrity…Get Me Out Of Here,” is also joining the state’s promotional campaign.
The immersive Bluey’s World experience will launch in Brisbane in November.
The $9.2 million campaign will be rolling out across Australia, New Zealand, the US, UK, Singapore and Japan – all locations where Bluey is a big hit – and visitors will have the chance to win a trip to Queensland in a competition. The campaign will run across all media including television, social media (see below), outdoor advertising and newspaper.
The government is aiming to attract an additional 1.3 million tourists to the state by June 2025, representing a potential economic boost of $1.7 billion in spending. Queensland Tourism and Events projects that Blues World Brisbane alone will generate more than $18 million in tourism economic output.
“We’re really excited to invite families from all over the world to Queensland,” Queensland Tourism Minister Michael Healy said. “Bluey has been a huge global hit, showcasing the great lifestyle families enjoy in Queensland. Now it’s time for the world to experience why Queensland is a great place to live, stay and play.”
The comic book Bluey is set in Brisbane and takes inspiration from the landscape of South Bank.
Queensland Tourism and Events CEO Patricia O’Callaghan said it was important to remind the world what makes Queensland special in a globally competitive tourism market.
“Bringing the Blues World Brisbane immersive experience to Queensland means fans from all over the world will have the opportunity to experience Queensland’s world-class icons and landscapes, including its beaches, rainforest, outback and the Great Barrier Reef,” she said.
“We couldn’t be more pleased to be working with BBC Studios to bring Bluey’s world to life here in Queensland.”
BBC Studios director of brand and licensing ANZ, Kate O’Connor, said Bluey’s World Brisbane’s immersive experience would allow fans of all ages to step into the healer’s iconic family home.
This week sees the launch of one of Queensland’s top events, Cannes in Cairns presented by Pinterest, as leading figures from the creative industry descend on North Queensland for inspiring and inspiring conference sessions, social events and networking.
