Rockhampton will be taking part in Tourism and Events Queensland’s (TEQ) biggest campaign in over a decade, inspired by the children’s TV show Bluey and spearheaded by Queensland royalty, Robert Irwin. Known and loved around the world, Bluey’s adventures capture the essence of Queensland family fun and now the state’s entire tourism industry is inviting families from all over the world to experience the magic of Bluey’s home town, including right here in the Rockhampton region.
The campaign will target families from Australia, New Zealand, the US, the UK, Japan and Singapore, showcasing and inspiring Queensland destinations with the aim of increasing intent and conversion to booking a Queensland holiday, positioning Queensland above other globally competitive destinations and moving travellers through the planning and booking stage.
Rockhampton Region Mayor Tony Williams highlighted the strategic importance of leveraging the campaign.
“We are thrilled to have been invited to be part of this major campaign, which will not only highlight the beauty and charm of our area but will also be a major boost to the local tourism economy,” Mayor Williams said.
“Tourism is a key sector for us, supporting more than 2,100 full-time jobs and contributing $433 million annually to the region.
Queensland Tourism and Events CEO Patricia O’Callaghan said:
“In a globally competitive marketplace, Queensland needs to show the world what’s special about it.
“Bluey is truly an international sensation and we couldn’t be more pleased to be working with BBC Studios to bring his world to life here in Queensland.”
“Equally, we’re delighted that travel industry giants Qantas Group, Expedia Group, Flight Centre Travel Group and Accor Group have pledged their support to this campaign – we all recognise the power of working together to influence travel decisions and encourage families from all over the world to visit Queensland.”
“Queensland’s tourism industry employs more than 200,000 people and we have bold ambitions to grow the industry. This will require us to think outside the box, play to our unique strengths and act boldly – and this campaign really delivers on that.”
“Advance Rockhampton is aligning its marketing efforts with TEQ’s flagship campaigns under the Explore Rockhampton brand to maximise their impact. This collaboration allows Rockhampton to reach far beyond what it could achieve alone, to invite and welcome visitors from around the country and the world.”
Advance Rockhampton Tourism and Events Manager Zac Garven said Advance Rockhampton’s strategy began with an invitation for families to ‘Come and Play in Rockhampton’ with a range of family-friendly content including exciting and fun new Keepy Uppy content for the global PR launch, an industry family campaign toolkit supporting local businesses and a dedicated family landing page on the Explore Rockhampton website.
“Aligning our efforts with TEQ’s campaign will allow us to amplify our message and showcase the Rockhampton region as a premier family destination,” Mr Garven said.
“The campaign is expected to help Queensland achieve its target of attracting 1.3 million additional visitors and an estimated $1.7 billion in additional spend by June 2025, and we look forward to seeing how this integrated approach will lead to increased visitor numbers and a stronger local tourism industry.”
The idea behind the state’s campaign is to leverage the world-first Bluey’s World Brisbane immersive experience and Bluey’s global fanbase to highlight new and compelling reasons to visit Queensland. The campaign will introduce audiences to all that makes Bluey so special – Queensland’s iconic nature, fun and surprises, easy-going friendliness and warmth.
TEQ’s campaign will be delivered across four pillars: a key PR launch moment, a global competition running from 2-30 June 2024 to drive engagement, destination marketing promoting Queensland holidays from 2 June to 30 September 2024, and capturing bookings through trade and aviation partners.
To check out the offer, enter the competition and book your Queensland holiday, visit Queensland.com/blueysworld
For more information about TEQ’s campaign, visit teq.queensland.com.
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