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Nothing beats Queensland campaign launches

Nothing beats Queensland campaign launches

Nothing beats Queensland is the message that will be promoted to Australia and the world as part of a joint $10 million Gillard and Bligh Government global tourism marketing strategy.

Government Acting Prime Minister and Treasurer Wayne Swan and Queensland Premier Anna Bligh yesterday announced details of the campaign to support the state’s $9.2 billion tourism industry in the wake of recent natural disasters [floods and cyclone]. Mr Swan said the campaign will encourage potential visitors by targeting media from around the globe to come to Queensland.

Ms Bligh said the campaign would harness the unbeatable Queensland spirit to promote the State to locals, Australians and the world. “These disasters have not beaten us because nothing beats Queensland!” she said.


Details of the $10 million domestic and international marketing initiatives include:

· $4.5 million for interstate marketing, including a brand and retail campaign under the tagline “Nothing beats Queensland – Where Australia Shines” telling Australians that Queensland is open and featuring a range of competitive holiday packages. This will roll out by in March in time for the peak Easter booking period;

· $1 million for intrastate marketing encouraging Queenslanders to support their mates by holidaying at home and incorporating a “Queensland Pledge” from the state’s tourism operators to tell the world that that they are staging a comeback. This will start in late March.

· $1 million targeting New Zealanders as Queensland’s largest international market to begin in April;

· $800,000 for a global youth and adventure traveller campaign aimed at getting backpackers into Queensland to quickly inject new expenditure into Queensland’s destinations. Activity to begin in March;

· $700,000 for a global publicity blitz which will include bringing more than 100 international and domestic travel writers, news journalists and bloggers to Queensland simultaneously in late March. This will be the single largest event of its kind in Queensland history;

· $400,000 each for retail campaigns in Queensland’s top Japan, China and UK markets encouraging visitors from these countries to come and visit Queensland now. Activity to begin in April.

·$300,000 for marketing activity across the rest of Queensland’s international markets to begin in April.

I personally love this fresh approach to the pretty recent Where Australia Shines campaign – which received mixed views. Nothing beats Queensland is timely and honest, and at a time after such tragedy and testiment to the human spirit, I think we as Queenslanders are proud to stand behind this updated tagline, ‘cos really nothing really will beat Queensland.

Yours in the unbeatable Queensland spirit,


Belinda Vesey-Brown About the author
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