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Palaszczuk Government launches tourism marketing blitz in Europe

28 November 2019

Billboards in Germany

The Palaszczuk Government has launched a tourism marketing blitz in Europe, promoting Queensland as the perfect destination to escape the Northern Hemisphere winter.

Two campaigns, worth more than $500,000 and expected to reach tens of millions of people, have been launched to promote Great Barrier Reef holidays.

Tourism Industry Development Minister Kate Jones said strong partnerships with reef-based Regional Tourism Organisations (RTOs) and councils had supported the marketing push.

“This is about creating jobs in the tourism industry,” she said.

“Already one in 10 Queenslanders are employed in this sector because we’ve invested in tourism to grow our economy. But we know there’s room for growth and that’s what this campaign is about.

Member for Cairns Michael Healy said the campaigns today were part of a wider marketing strategy by the government to capitalise on the beauty of the Great Barrier Reef.

“Off the back of the government’s ground-breaking scUber campaign in May, which told the positive stories of the Reef to the world, we’re now launching these two retail campaigns which aim to drive conversion and bring international visitors here on holidays.

“One campaign, in partnership with Cairns Regional Council, Tourism Tropical North Queensland, Singapore Airlines and trade partners in Germany extends an already successful State Government campaign launched in Europe last month.

“It highlights the diversity of the Cairns and Great Barrier Reef region from the Reef to the rainforest, Indigenous and Outback experiences.

“The campaign has a strong content focus across print and digital outlets with the aim of expanding awareness about the diverse experiences on offer in Tropical North Queensland.”

Tourism Industry Development Minister Kate Jones said the second campaign launches this week and is a partnership with all seven Reef RTOs along with Cathay Pacific and travel agent partners.

“This campaign features striking billboards across Munich, Dusseldorf and Frankfurt, supported by digital promotions,” she said.

“This reef-wide campaign follows the success of an industry-first joint campaign earlier this year which generated significant bookings to the reef. We’re going to build on that momentum.

“We know how valuable international visitors are to our tourism industry. The European market in particular are looking for adventurous holidays where they can swim, snorkel, walk through national parks, encounter wildlife and connect with nature.

“Being able to market vibrant images of the Great Barrier Reef regions against snowy backdrops is a wonderful way to jolt Europeans into action to book a Queensland holiday and that’s exactly what this campaign aims to do.

“The Great Barrier Reef generates $6 billion a year in direct economic activity and supports almost 59,000 full time jobs, highlighting how vital tourism is for Queensland’s regions.”

The campaign is being run by Tourism and Events Queensland in partnership with Tourism Tropical North Queensland, Townsville Enterprise Limited, Tourism Whitsundays, Mackay Tourism and Southern Great Barrier Reef RTOs Capricorn Enterprise, Gladstone Area Promotion and Development Limited and Bundaberg Tourism.

Tourism Tropical North Queensland Chief Executive Officer Mark Olsen said the campaign came at an opportune time after global interest in the Great Barrier Reef’s annual coral spawn.

“Europeans would have seen news of the Great Barrier Reef regenerating and through this campaign will learn about the many ways they can experience nature at its best in the reef, rainforest and outback of Tropical North Queensland,” he said.

Pictured: Queensland tourism operators currently on TEQ's Queensland on Tour Europe/UK trade mission visited the new billboards at Pforzheim Banhof, a major German train station.