Sydney and Melbourne targeted in aggressive new tourism campaign
21 March 2021
The Palaszczuk Government’s successful Good to Go tourism marketing campaign has been re-worked ahead of a roll out in Sydney and Melbourne in an ‘aggressive bid’ to lure more southerners to sunny Queensland this winter.
New television advertising again featuring Queensland musicians Busby Marou and showcasing the very best of our state’s attractions are the centrepiece of the $2 million promotional ad blitz.
Premier Annastacia Palaszczuk said it was encouraging that tourism operators had already reported strong bookings from Melbourne and Sydney.
“Our new Good to Go campaign tells those in NSW and Victoria who are still longing for a holiday – we want all of you up here,” the Premier said.
“Queensland’s COVID-19 safety record is highlighted too in the advertising pitched at 8.3 million people in New South Wales and Victoria. There are no apologies for stressing that fact down south. It’s another big lure.
“The new six-week long ad blitz on TV, radio, social media and out-of-home advertising will generate more income needed for our hard-pressed tourism operators, especially in the far North, to off-set the coming loss of JobKeeper support.
“The end of this scheme is a deadly serious issue for our tourism industry and even at this late hour the Federal Government must offer up more targeted support for people.
“With our International Borders remaining closed, so many hard-working people, through no fault of their own are going to feel the effects when JobKeeeper ends.
“My Government’s committed to supporting our tourism industry as it rebuilds from the devastating impacts of COVID-19 and our aggressive pitch in our traditional southern visitor markets is further proof of that.”
Queensland musicians Busby Marou are popular ambassadors for Queensland tourism having presented the state’s tourism ads since 2018.
“They are archetypal Queenslanders perfectly suited to sell all the virtues and attractions of our state,” the Premier said.
“The latest campaign has been shot in locations right across Queensland from Cairns and Port Douglas, to the Whitsundays, Sunshine Coast, Brisbane and the Gold Coast – showcasing that there really is something for everyone in Queensland.”
Tourism Minister Stirling Hinchliffe said the Good to Go campaign had already proved successful, driving $4.6B to the Queensland economy and 30 million room nights since its launch in June last year.
“We know people want to enjoy wide-open spaces and breathtaking natural landscapes attractions Queensland is known world-wide for, but they also want flexibility around bookings and the knowledge that their destination is safe,” he said.
“As the weather starts to get cooler, a lot of our southern friends will be looking for a warm tropical getaway and Queensland is the place to be.
“The latest Good to Go campaign will further enhance Queensland’s reputation as Australia’s preferred holiday destination.
“We’ve been listening to tourism operators right across the state, and while international borders remain closed, we will continue to focus our efforts on getting as many Australians to visit Queensland as possible.”
Minister for Employment and Small Business and Minister for Training and Skills Development Di Farmer said supporting jobs in the tourism sector is so important to our plan for economic recovery.
“This next Good to Go Campaign will not only help our tourism operators but the entire supply chain around them, including so many local small businesses,” Minister Farmer said.
“Queensland’s tourism small businesses and operators are the heart and hubs of our local communities.
“They are our families, our friends, our neighbours and they create jobs and keep our communities strong.
“It is important that every Queenslander is part of the solution as our tourism businesses, large or small, are a big deal.”
Tourism and Tropical North Queensland CEO Mark Olsen said the latest round of the Good to Go campaign is a great confidence booster. Initiatives like the Cairns Holiday Dollar have immediately injected funds back into the industry.
“We’re seeing hundreds of bookings and already travellers are cashing out their holiday dollars with smiles of their faces and thousands of dollars are going back into our community,” he said.
“Tourism operators in the far North are regaining confidence, the numbers are building, tourists are coming back in great numbers through Easter and right way through June and July.
“There are great price deals still going with half price air seats and our businesses are ready and rearing to go.”