Queensland’s Premier has promised a new $90 million tourism campaign will be one of the best the state’s ever seen.
The three year ‘I Know Just The Place’ project aims to reposition Queensland as a favourite for consumers and focuses on its beaches, islands, reefs, lifestyle and events.
During Sunday’s launch Premier Annastacia Palaszczuk described the sunshine state as “the best address on earth”.
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Premier Palaszczuk said 22.5 million people visited Queensland last year and spent $20 billion while they were here but more could be done to boost the state’s tourism industry.
“We want to build on those numbers so even more people come to Queensland and even more Queensland businesses benefit,” Ms Palaszczuk said.
“Tourism already supports 220,000 jobs in Queensland and an extra 20,000 jobs will be needed by 2020.
“This campaign is about making sure we get as many people visiting Queensland as we can.”
Ms Palaszczuk said the campaign focussed on Queensland’s unique attractions.
“International tourists already know about the Great Barrier Reef and our magnificent beaches but Queensland is full of opportunities to do things you can’t do anywhere else,” she said.
“There’s not many places you can dive with turtles, walk through underground lava tubes or be right there with kangaroos on a beach at dawn but Queensland is just place.
“This campaign is showcasing world class attractions with the locals who run them.
“We want Queensland to be Australia’s number one destination and this campaign is about inspiring consumers to come and experience what’s on offer.”
“We know tourism is a vital industry supporting 220,000 jobs – and this campaign will be a catalyst to inspire even more visitors and support further jobs growth.”
Tourism Minister Jones said the campaign was developed following extensive consumer research which showed today’s travellers were looking for new and authentic experiences.
“This approach plays to our strengths, focusing on our natural assets and unforgettable experiences, as told by Queenslanders themselves,” Ms Jones said.
“Only the locals know where to best enjoy these experiences and through this campaign they will share that knowledge with the world.”
“We also want Queenslanders to share their favourite experiences with TEQ by visiting queensland.com.”
Tourism and Events Queensland Chair Bob East said the campaign was designed to cut through to consumers in a highly competitive global market.
“Through our market research it became quite clear that we need to elevate Queensland and showcase the range of unique experiences – whether that’s our lifestyle, adventure and discovery, events, natural encounters or reef, islands and beaches.
“We need to forge an emotional connection, drive engagement and aspiration through a re-energised brand which translates across audiences and converts to bookings.
“This approach is accompanied by a new brand insignia which will feature on all consumer activity. This reimagined logo has been designed to capture Queensland’s unique spirit.”
The 2017 It’s Live! in Queensland major events calendar was also unveiled today.
Ms Jones said Queensland’s events calendar was a significant asset growing in value.
“As part of TEQ’s strategic investment approach we have secured 22 new major events while maintaining our investment in a further 26 key events,” Ms Jones said.
“The calendar is growing in value from $380 million last year to an expected $600 million next year – and that’s good news for tourism and the jobs our industry supports.”
To check out the events calendar click here.