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146033.jpg","attribution":"","quality":60},"mediaPropsSlide":{"slideTitle":null,"slideSubtitle":null,"slideIcon":{"src":null,"alt":null},"slideButton":{"href":null,"label":null,"target":"_self"}}}],":type":"teq/components/category/category-hero-banner"},"spacer":{"spacerType":"whitespace","paddingSize":"medium",":type":"teq/components/spacer"},"editorial_descriptio":{"text":"\u003Cp\u003E\u003Cb\u003EWhat is Queensland is Calling?\u003C/b\u003E\u003Cbr\u003E\r\n\u003C/p\u003E\r\n\u003Cp\u003EQueensland is Calling was TEQ’s major destination marketing campaign which ran in Australia and New Zealand in 2023. It gave travellers a new ‘why’ for visiting Queensland. The campaign targeted those who know and love Queensland (familiarity seekers), as well as spotlighting new experiences for consumers who think they have ‘been there, done that’. \u003C/p\u003E\r\n\u003Cp\u003EWith a clear goal of Queensland holding the dominant share of Australia’s domestic holiday market, TEQ aimed for this campaign to bring interstate visitors to the state up until early 2024.   \u003C/p\u003E\r\n\u003Cp\u003E \u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003EHow will the next phase roll out?\u003C/b\u003E\u003C/p\u003E\r\n\u003Cp\u003EIn the first half of the 2023, the Queensland is Calling campaign featured a major competition as well as significant retail event, supported by trade partners.\u003C/p\u003E\r\n\u003Cp\u003EThe next phase of the campaign ran across channels such as radio, digital, out of home, press and social media in both Australia and New Zealand. It also stepped up its conversion focus with a significant, high-impact tactical sale period launching early September.\u003C/p\u003E\r\n\u003Cp\u003ETEQ partnered with a range of trade and aviation partners across Australia and New Zealand to convert the strong intention for Queensland, drive dispersal across the state and deliver incremental bookings to Queensland. Trade partners will include Luxury Escapes, Accor, MyQueensland, Helloworld and House of Travel.   \u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003EWhat is the campaign’s creative approach?      \u003C/b\u003E\u003C/p\u003E\r\n\u003Cp\u003EThe campaign’s creative message was ‘Queensland is Calling’. The creative has the objective of highlighting a mix of unforgettable, familiar experiences our ‘Familiarity Seekers’, while putting a spotlight on different, and unexpected experiences for those ‘Been There, Done That’ consumers. \u003C/p\u003E\r\n","readMoreHeight":0,"richText":true,":type":"teq/components/editorial/editorial-description"},"iframe_embed":{"iframeUrl":"\u003Cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/CpwkuFDDyqm/?utm_source=ig_embed&utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"\u003E\u003Cdiv style=\"padding:16px;\"\u003E \u003Ca href=\"https://www.instagram.com/reel/CpwkuFDDyqm/?utm_source=ig_embed&utm_campaign=loading\" style=\" background:#FFFFFF; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"\u003EView this post on Instagram\u003C/div\u003E\u003C/div\u003E\u003Cdiv style=\"padding: 12.5% 0;\"\u003E\u003C/div\u003E \u003Cdiv style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"\u003E\u003Cdiv\u003E \u003Cdiv style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"\u003E\u003C/div\u003E \u003Cdiv style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"\u003E\u003C/div\u003E \u003Cdiv style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"\u003E\u003C/div\u003E\u003C/div\u003E\u003Cdiv style=\"margin-left: 8px;\"\u003E \u003Cdiv style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"\u003E\u003C/div\u003E \u003Cdiv style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"\u003E\u003C/div\u003E\u003C/div\u003E\u003Cdiv style=\"margin-left: auto;\"\u003E \u003Cdiv style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"\u003E\u003C/div\u003E \u003Cdiv style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"\u003E\u003C/div\u003E \u003Cdiv style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"\u003E\u003C/div\u003E\u003C/div\u003E\u003C/div\u003E \u003Cdiv style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"\u003E \u003Cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003E\u003C/div\u003E \u003Cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003E\u003C/div\u003E\u003C/div\u003E\u003C/a\u003E\u003Cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003E\u003Ca href=\"https://www.instagram.com/reel/CpwkuFDDyqm/?utm_source=ig_embed&utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003EA post shared by #thisisqueensland (@queensland)\u003C/a\u003E\u003C/p\u003E\u003C/div\u003E\u003C/blockquote\u003E \u003Cscript async src=\"//www.instagram.com/embed.js\"\u003E\u003C/script\u003E","passQueryString":"false","switchManualIframe":"false","manualIframeHeight":0,":type":"teq/components/iframe-embed"},"spacer_288405889_cop_2138717017":{"spacerType":"line","paddingSize":"medium",":type":"teq/components/spacer"},"image_cta":{"heading":"Campaign fact sheet","headingSize":"h2","imagePosition":"right","contentPosition":"top","ctaCount":2,"componentID":"image-cta_998180788","description":"\u003Cp style=\"text-align: left;\"\u003EAugust 2023\u003C/p\u003E\r\n\u003Cp style=\"text-align: left;\"\u003EOur new campaign fact sheet outlines how the Queensland is Calling campaign will roll out over the second half of the year.\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli style=\"text-align: left;\"\u003ECampaign and creative background \u003C/li\u003E\r\n\u003Cli style=\"text-align: left;\"\u003ETarget audience and timing \u003C/li\u003E\r\n\u003Cli style=\"text-align: left;\"\u003ECreative examples \u003C/li\u003E\r\n\u003Cli style=\"text-align: left;\"\u003EWhat you can do to leverage the campaign\u003C/li\u003E\r\n\u003C/ul\u003E\r\n","ctaColor":"teal","mediaType":"image","cta1":{"ext":"pdf","path":"/content/dam/teq/corporate/corporate-searchable-assets/industry/what-we-do/marketing/queensland-is-calling/QIC-Aug-Factsheet-FINAL.pdf","emailAddress":null,"size":"2.5 MB","callNumber":null,"btnTarget":"_self","function":"download","style":"primary","label":"DOWNLOAD","contentType":null,"emailSubject":null},"cta2":{"ext":"","path":"/content/dam/teq/corporate/corporate-searchable-assets/industry/what-we-do/marketing/queensland-is-calling/QIC-Aug-Factsheet-FINAL.pdf","emailAddress":null,"size":"2.5 MB","callNumber":null,"btnTarget":"_self","function":"view","label":"open","contentType":"asset","emailSubject":null},"image":{"imageRatio":"1:1","src":"/content/dam/teq/corporate/images/industry/marketing/queensland-is-calling/150033-19.jpg","alt":"Hill Inlet Lookout","quality":"60"},":type":"teq/components/corp/image-cta"},"spacer_841259250":{"spacerType":"line","paddingSize":"medium",":type":"teq/components/spacer"},"text_1923103838":{"text":"\u003Ch3\u003E\u003Ca id=\"qic\"\u003E\u003C/a\u003EHow to get involved\u003Cbr\u003E\r\n\u003C/h3\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003EList a really compelling deal through the \u003Ca href=\"https://teq.queensland.com/content/dam/teq/corporate/corporate-searchable-assets/industry/partner-with-teq/atdw/GUIDE-Loadingdeals.pdf\"\u003EAustralian Tourism Data Warehouse\u003C/a\u003E, which will be featured on Queensland.com at no charge. \u003C/li\u003E\r\n\u003Cli\u003EGrab an Industry Media Agency for Tourism and Events package to leverage the campaign and TEQ's media spend (details below).\u003C/li\u003E\r\n\u003Cli\u003EIf you are contracted with the travel trade who are partners on this campaign, ensure your most compelling deals are available to be booked through these partners.\u003C/li\u003E\r\n\u003Cli\u003EIf you aren’t contracted with travel trade and are interested in finding out more, please reach out directly to the Product or Contracting Manager at the partner/s you’d like to work with.\u003C/li\u003E\r\n\u003Cli\u003EShare your good news with us – have you made any outstanding innovations to your product offering, significantly changed experiences, or gone above and beyond to create an exceptional experience? Let us know at \u003Ca href=\"mailto:%20media@queensland.com\"\u003Emedia@queensland.com\u003C/a\u003E and we may be able to pitch it as a story to media or write about it on Queensland.com.\u003C/li\u003E\r\n\u003Cli\u003ESubscribe to our \u003Ca href=\"https://teq.queensland.com/au/en/info/subscription-form\"\u003Eindustry updates\u003C/a\u003E to keep on top of the latest information.\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003Cp\u003EMore information on these options and more ideas to get involved are included in the campaign fact sheet above.\u003C/p\u003E\r\n","richText":true,":type":"teq/components/text"},"spacer_1034187297_co":{"spacerType":"line","paddingSize":"medium",":type":"teq/components/spacer"},"text_copy":{"text":"\u003Ch3 style=\"text-align: center;\"\u003E\u003Cb\u003EThe Industry Media Agency for Tourism and Events packages to make the most of the campaign\u003C/b\u003E\u003C/h3\u003E\r\n\u003Cp style=\"text-align: center;\"\u003ETEQ's Industry Media Agency for Tourism and Events service has low-cost packages, such as a featured deal, plus content packages and bespoke packages with full access to media planning and buying services.\u003C/p\u003E\r\n","richText":true,":type":"teq/components/text"},"ctabutton":{"titleSize":"h1","ctaCount":1,"componentID":"ctabutton_1854951478","ctaColor":"teal","cta1":{"ext":"","path":"https://imate.queensland.com/queensland-is-calling","emailAddress":null,"size":"","callNumber":null,"btnTarget":"_self","function":"view","alt":null,"style":"primary","label":"IMATE PACKAGES","contentType":"page","emailSubject":null},"cta2":{"ext":"","path":null,"emailAddress":null,"size":"","callNumber":null,"btnTarget":"_self","function":"view","alt":null,"label":null,"contentType":"page","emailSubject":null},":type":"teq/components/ctabutton"},"spacer_288405889_cop":{"spacerType":"line","paddingSize":"medium",":type":"teq/components/spacer"},"text_copy_copy":{"text":"\u003Ch2 style=\"text-align: center;\"\u003EPhase one results\u003C/h2\u003E\r\n\u003Cp\u003EWith a range of activity driving interest in Queensland, the Queensland is Calling's retail week saw more than 19,000 visitors to the Queensland.com landing page, generating close to 7,000 leads to industry and partners. In the lead up to retail week, Queensland was the cover-page feature in the ‘Good Weekend’ lift out in Sydney and Melbourne (spread pictured above). 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Alternatively, log into Partner Central to connect with your market manager who can assist with any enquiries.\u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003ETravello\u003C/b\u003E\u003C/p\u003E\r\n\u003Cp\u003EIf you want to contract with Travello for this campaign, update your listing or find out more, please reach out to Lisa Monk, Destination Manager for \u003Cspan\u003EQueensland via lisa@travelloapp.com\u003C/span\u003E\u003C/p\u003E\r\n","richText":true,":type":"teq/components/text"},"ctabutton_copy":{"titleSize":"h1","ctaCount":1,"componentID":"ctabutton_69804184","ctaColor":"teal","cta1":{"ext":"","path":"/content/dam/teq/corporate/corporate-searchable-assets/industry/what-we-do/marketing/queensland-is-calling/Expedia-LodgingAccessibilityGuide2023.pdf","emailAddress":null,"size":"845.7 kB","callNumber":null,"btnTarget":"_self","function":"view","alt":null,"style":"primary","label":"Expedia lodging accessibility 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