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UK campaign a royal success for Queensland tourism

30 October 2018

Where Is Fraser Island campaign


A major Queensland tourism campaign running in the UK has reached more than six million people in its first week, off the back of the Royal visit which put the global media spotlight on Fraser Island last week.

In Parliament today, Premier Annastacia Palaszczuk said the campaign featuring spectacular images of Fraser Island would help entice more visitors to Queensland.

“Last week the eyes of the world were on us as the Royal couple experienced the natural beauty of the world’s largest sand island and our local hospitality,” she said.

“As Queenslanders we know we’re lucky to have the best tourism destinations in the world including Fraser Island in our own backyard.

“For key international markets like the UK, the visit provided an opportunity to showcase our best experiences to a captive audience – and already in its first week this campaign by Tourism and Events Queensland has been a great success.” In its first week the “Where is Fraser Island?” campaign has achieved:
  • More than 8 million digital impressions
  • Reached more than 6 million unique viewers
  • More than 550,000 video views.
Tourism Industry Development Minister Kate Jones said the centrepiece of the campaign, which runs over four weeks, is a video showcasing a range of the experiences just like those that the Royal couple enjoyed on the island.

“Money can’t buy the kind of exposure Queensland received as a result of hosting the Royals this month,” she said. “Images of some of Queensland’s most iconic visitor destinations like Fraser Island have been beamed into the homes of millions of people around the world this month.

“That’s why it makes sense to leverage that attention with a new campaign in the UK.”

The four-week campaign includes high impact outdoor advertising, an intense digital and social media campaign, as well as a tactical promotion through Flight Centre UK, to convert that global attention into visitors for Queensland.

In the year ended March 2018 visitors from the UK to Queensland grew by 2.0 per cent to 230,000, with the average UK visitor spending 21.4 nights in Queensland, according to preliminary figures from Tourism Research Australia’s International Visitor Survey. UK visitors spent almost $400 million in Queensland over the same period. 

View the campaign video on You Tube: https://youtu.be/4i5725x5wlk