2021 Domestic Marketing Strategy

5 February 2021

With the school holidays complete, planning for the ‘next holiday' begins in earnest and TEQ’s marketing team is in full swing to convert that dreaming and planning into booking. With a major burst of marketing activity already underway in New South Wales and Victoria, there’s also plenty more planned for intrastate travellers, as well as a showcase of events and significant retail partnership campaigns locked in through until June 2021.

Despite intense competition from other states and destinations vying for the domestic market, as well as volatile consumer sentiment, TEQ has a clear plan to market Queensland over the next six months and attract visitation right across the state. To understand our key target markets, the creative approach we’ll use and the opportunities we’ll tap in to, we've created an overview:

The strategy remains fluid and flexible pending health restrictions and market conditions.

Further details of our strategy will be shared at upcoming Conversations with Industry events around the state, and tourism businesses and event organisers can contact TEQ’s Industry Media Agency (IMATE) at any time to understand our marketing approach and take up opportunities to leverage our marketing spend. More on IMATE below.


Tourism and Events Queensland TEQ have set up IMATE - an Industry Media Agency for Tourism and Events in Queensland.  

IMATE has been established to provide the industry the following key deliverables:

  • Deliver more comprehensive insights and opportunities to leverage TEQ marketing activity 
  • Provide Queensland’s tourism and events businesses with alignment opportunities 
  • Leverage TEQ campaigns through paid media solutions
TEQ has appointed Ikon to deliver the IMATE service. Ikon is one of Australia’s leading media agencies which focus on delivering dynamic solutions to clients’ challenging problems. 

Visit imate.queensland.com for more information and opportunities to get involved with and leverage TEQ's marketing.

Good to Go campaign

TEQ's Good to Go campaign is live around the country. Learn more and get involved.