Past Media Releases

New tourism campaign promotes – ‘Where great begins’

23 May 2013

A new marketing initiative promoting the beauty and accessibility of the Southern Great Barrier Reef will roll out this month to entice more south east Queenslanders to the region.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said for the first time the Bundaberg, Gladstone and Capricorn tourism regions had partnered in a domestic tourism campaign to collectively promote the area as the ‘Southern Great Barrier Reef’.

“The Tourism and Events Queensland (TEQ) campaign themed ‘Where great begins’ is a significant marketing campaign to promote one of Queensland’s best kept secrets - the ‘Southern Great Barrier Reef’,” Ms Stuckey said.

“The southern part of the reef is the most accessible reef touch-point in Queensland, spanning 300 kilometres of Queensland coast and is only a four hour drive from Brisbane.

“The region extends from south of Bundaberg to the Capricorn Coast north of Rockhampton and includes the islands of Lady Elliot, Lady Musgrave, Heron, Wilson and Great Keppel.

“There is so much that is great about this region from the people to the produce and of course it’s the southern gateway to the world’s great natural wonder - the Great Barrier Reef.”

Ms Stuckey said the campaign was one of many initiatives supported by the State Government through TEQ to support destination marketing, and help the State Government reach its goal of doubling overnight visitor expenditure from $15 billion to $30 billion by 2020.

In 2012 the Southern Great Barrier Reef region welcomed 1.8 million Australians, an increase of 16 per cent from 2011.

“This campaign showcases a reef that is within reach for many Queenslanders looking for a secluded holiday experience and the opportunity to snorkel, dive and sail,” Ms Stuckey said.

“Many people are unaware that you can stay overnight in this section of the reef, wake-up the next day and snorkel directly off the shore.”

Ms Stuckey said ‘Where great begins’ targeted south east Queenslanders with TV, print, radio online and outdoor advertisements from now until 30 June.

“A range of local tourism operators are participating in the promotion and offering deals, with travel extending through to December,” she said.

Capricorn Enterprise CEO Mary Carroll said collective efforts over the past few years had resulted in the campaign which would have a great impact on the market.

Gladstone Area Promotion and Development Ltd CEO Glenn Churchill said the campaign provided an opportunity to promote and develop the Gladstone Region and Banana Shire as part of the Southern Great Barrier Reef, a region that offered world class visitor experiences.

Bundaberg and North Burnett Tourism General Manager Rick Matkowski said the campaign would have a significant impact in changing consumer perceptions of the great attractions in the region.

“As a result, it also has the potential to increase the number of visitors to our region to experience what the Southern Great Barrier Reef has to offer,” Mr Matkowski said.

For more information about the ‘Where great begins’ visit

[ENDS] May 23 2013

Media Enquiries:

Minister’s Office – James O’Loan 0439 291 268

Tourism and Events Queensland – 3535 5474