Past Media Releases

Aussies invited to ‘I Spy’ a Queensland holiday, phase two

11 May 2013

Following its success in 2012, Australians will be invited to spy a Queensland holiday as part of the second instalment of the ‘I Spy’ national tourism marketing campaign.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said the campaign had delivered strong results for participating operators last September, who recorded a 49 per cent increase in bookings compared to the year prior.
 
"The campaign draws on the nostalgia of many Australians’ childhoods – leveraging off the I spy with my little eye game and encouraging holidaymakers to spy a great Queensland holiday experience this month," Ms Stuckey said.

"The aim of this joint Tourism and Events Queensland and Wotif.com campaign is to build on the momentum of last year’s campaign and drive holiday bookings throughout Queensland’s winter months.
 
"This activity supports the Queensland Government’s goal of reaching $30 billion in overnight visitor expenditure by 2020."

Ms Stuckey said from Saturday more than 400 Queensland holiday deals would be promoted via radio, print and digital advertising as well as on Wotif.com and through the company’s tourism activities and experiences arm GoDo.

"Through Wotif.com’s assets, the campaign will reach an estimated 1.6 million Wotif.com subscribers in Australia and New Zealand, plus more than 450,000 TEQ e-newsletter subscribers," she said.

Wotif.com Product Director Donna Rodios said the Brisbane-based company was thrilled to once again team up with TEQ.

"We’re proud to build on the momentum of last year’s successful campaign and to continue to encourage holidaymakers to take advantage of the great destinations we have in our backyard," Ms Rodios said.
 
"As we all know, Queensland has plenty of ‘I Spy’ material and there’s no better way of ticking more off your ‘I Spy’ bucket list than on a drive holiday in the state."

Ms Stuckey said to build on the ‘I Spy’ campaign, TEQ would roll out a print marketing campaign, promoting drive holidays in Queensland to Brisbane, Sydney and Melbourne travellers.

"Drive tourism was identified as a priority niche market following last year’s DestinationQ forum and this activity forms part of the Government’s Queensland Drive Tourism Strategy 2013-2015," Ms Stuckey said.

"A series of regional travel itineraries have also been developed to inspire potential visitors to travel wider and stay longer in Queensland, and are available on Queensland.com.

"This marketing activity has been supported by the $20 million Tourism Investment Strategy, helping to drive visitors to Queensland and support our tourism industry."

For more information about the ‘I Spy’ phase two campaign visit www.wotif.com.
 
For more information about the travel itineraries visit www.queensland.com.


[ENDS] 11 May 2013

Media contact:   Minister’s Office – 0439 291 268 

                        Tourism and Events Queensland – 3535 5840 

                        Wotif.com – Kirsty Pilton 3512 9920