Current international marketing update
With Australia’s international border closure due to the ongoing COVID-19 pandemic, TEQ is focused on maintaining positive trade relationships and providing inspiring content, which is key to Queensland's recovery capabilities in international markets in the future. Despite the many challenges of the pandemic around the world, Queensland continues to thrive – whether in nature, or the many examples of our wonderful human spirit around the state. This concept is what is inspiring TEQ’s marketing team as the basis of our marketing during this time.
New Zealand marketing
Unrestricted travel between Australia and New Zealand will be allowed from 11:59pm (NZST) Sunday, 18 April 2021, opening up the first international tourism market for Queensland since COVID-19 border restrictions were introduced in March 2020. As the first international market to re-open, TEQ has marketing ready to go to keep Queensland top of mind in New Zealand and drive conversion, in what will undoubtedly be a competitive market. Marketing for Queensland will be delivered in phases:
Phase one: Travel bubble announcement
This inspirational video went live on social media immediately following the announcement, encouraging New Zealanders to start planning their Queensland holiday. PR efforts, as well as existing trade partnerships, are also ramping up.
Phase two: Lead-up to bubble open
Existing 'always-on' marketing activity will start to evolve, with messaging aimed at ensuring Queensland is top of the consideration list for Kiwis come April 19. We will highlight new and exciting experiences on offer in Queensland, as well as those experiences we know New Zealanders have been missing. This phase will also provide reassurance around the accessibility and safety of travel to Queensland.
Phase three: Bubble open
New Zealanders will be told they are 'Good to Go' to Queensland through an integrated paid media campaign that incorporates reverse co-op messaging, as well as multiple trade and airline partnership campaigns.
How to get involved: Connect with TEQ's Industry Media Agency for Tourism and Events (IMATE) to leverage TEQ's resources and media buy.
Global market and aviation updates
Through 2020 TEQ produced a regular update on the status of global markets and aviation to help Queensland's tourism businesses gain insights into the state of travel, aviation and the impacts of COVID-19 around the world.
TEQ's international offices also produced comprehensive updates on their marketing activities, showcasing recent work, updating on the status of their market and providing insights to TEQ's strategy in that market.
For further information about international markets and marketing opportunities please contact:
Western Markets: Michael Sommer firstname.lastname@example.org
Eastern Markets: Emma Hanson email@example.com