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Ad campaign hits TV screens encouraging Aussies to holiday in Queensland

01 March 2020

A $2 million tourism campaign to encourage Aussies to ‘holiday here’ has hit TV screens across Queensland, New South Wales and Victoria.

Premier Annastacia Palaszczuk today announced 10 million people had already seen the ads encouraging Aussies to holiday in Queensland.

“The coronavirus outbreak is having a big impact on our tourism industry. Thousands of bookings have already been lost throughout the state,” the Premier said.

“In terms of the economic impact, the novel coronavirus is a disaster like any cyclone, fire or flood.

“The best thing everyone can do to help out is to holiday here in Queensland.

“That’s why I’ve taken immediate action – launching this extensive advertising blitz throughout Australia to boost our domestic visitor numbers in 2020.”

The Premier said television ads were currently running on free-to-air channels, with a subscription service campaign set to start next month.

“We live in one of the most beautiful places on the planet. We’re up for sharing that with the rest of Australia,” she said.

“These latest tv ads highlight Queensland’s beaches, Reef holidays and world-class events calendar.

“A new partnership with Virgin Australia and special airfare deals are also being promoted.”

The Premier has already written to the Prime Minister Scott Morrison, asking his Government to match Queensland’s contribution of $27.25 million for a range of recovery measures.

“Federal support would not only double the value of tourism marketing; it would allow us to provide a $2,000 resilience grant for up to 8,700 small businesses across impacted areas.

“And it would trigger $700,000 in export grants for small-to-medium enterprises, allowing them to travel to China and reconnect with key partners once the borders re-open.

“I am still waiting for his reply.

“I know that Queenslanders are relying on State and Federal Governments to work together, to see us through this period of uncertainty, Ms Palaszczuk said.

Tourism Industry Development Minister Kate Jones said the Premier had shown great leadership in supporting Queensland businesses struggling as a result of the coronavirus outbreak.

“One in 10 Queenslanders work in the tourism industry. And we know that tourism businesses are now doing it really tough,” she said.

“We want more southerners to head north in 2020. So we’re showing them why they should holiday here.

“This campaign will deliver a great shot in the arm for businesses that are struggling.

“The Premier recognised early that we can’t sit around and do nothing.

“We are the only government that has delivered urgent funding to support Queensland’s economic recovery in the wake of the coronavirus outbreak.”

Ms Jones said the roll-out of the campaign on television followed high-profile out-of-home advertising in key capital city locations, digital advertising and retail partnerships driving holiday bookings.

“This campaign comes on top of a major international marketing that we’re delivering in key markets outside of China. We’re targeting markets where we know visitors are ready to travel to Queensland,” she said.

“We’re also encouraging tourism businesses across the state to get on board with the campaign and use the tagline ‘it’s a beautiful place to holiday here’.”

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