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New marketing campaign delivers for Queensland

01 August 2018

Beautiful one day perfect the next

Queensland’s new “Find Your Perfect Next…” tourism campaign has recorded impressive early success with data released by Tourism Industry Development Minister Kate Jones today revealing the campaign has reached more than 12.7 million Australians since April.


Nielsen research commissioned by Tourism and Events Queensland (TEQ) and conducted in Sydney and Melbourne after the launch, showed nearly 75 per cent of respondents intended to visit Queensland in the next 12 months.

Ms Jones said the initial results proved the decision to revive the well-known and much-loved ‘beautiful one day, perfect the next’ slogan was the right one.

“When we launched the new campaign earlier this year we said we were backing a good thing and these early results prove we made the right decision,” she said.

“This campaign highlights everything that’s great about life in Queensland – our pristine beaches, world heritage-listed rainforest, the Great Barrier Reef, the outback, our world-class calendar of events and our unbeatable experiences.

“This data shows the new ad has reached more than 12.7 million Australians and has been viewed more than 4.5 million times across digital platforms.

“Clearly the campaign has resonated with consumers but we’ll continue to work hard to turn that positive reception into sustained success for the tourism industry, a key driver of the Queensland economy.

“We’re investing in tourism because we know this industry is vital to creating the jobs of the future here in Queensland.

“We said at the launch that this campaign would resonate long into the future and ultimately it will further boost an industry already worth $25 billion a year to Queensland, employing 217,000 people.”

Of the more than 2000 people surveyed by Nielsen, 72 per cent said they believe they’ll find their perfect next holiday in Queensland while 80 per cent believed they would find amazing experiences in the state.

The new campaign was launched on April 1 this year as an evolution of Queensland’s famous “Beautiful One Day Perfect The Next” slogan, promoting the idyllic Queensland lifestyle alongside our world-class tourism offering and Australia’s best events.

“Launching the campaign to coincide with the 2018 Gold Coast Commonwealth Games ensured it was viewed by a global audience and since then we’ve been leveraging it to ensure we build on that momentum,” Ms Jones said.

“The campaign featured prominently during recent events including the TV WEEK Logies and the State of Origin and this targeted approach will continue in the future.

“It’s an authentic Queensland story told by locals, an approach that has been designed to drive visitation to the state where travellers can find their perfect next holiday, event or experience.”