‘I know just the place’ Queensland tourism campaign!

‘I know just the place’  is something most of us have said at one time or another to our visitors from within Australia and overseas.

As locals we know our area better than anyone else; we know all those gorgeous little ‘gems’ within our destination that aren’t the large ‘jewels’ in mainstream national and international tourism promotions.

But that’s about to change – last Sunday, Tourism and Events Queensland (TEQ) launched a new tourism campaign costing $3 Million to produce the first phase which features locals and vision from more than 25 locations across the state.

Thirty million dollars ($30M) per year will be spent over the next three years ($90M total) to inspire more global travellers to visit Queensland than ever before.

So it’s our collective job to leverage this new direction by our State Tourism Organisation (STO) and the State government, starting with every local sharing their favourite experiences with TEQ by visiting queensland.com/en-au/info/share-your-place

You will be asked to share images and 250 words about your favourite local place in the Capricorn region within Queensland and I am asking all locals to get on board with this fantastic opportunity.

Extensive consumer research proves that today’s travellers are looking for new and authentic experiences and we have that in absolute spades in the our region (from the Keppel Islands to the Central Highlands) and the greater Southern Great Barrier Reef destination!

Five Experience themes will govern this campaign over the next three years:
• Reef, Islands and Beaches
• Queensland Lifestyle
• Adventure and Discovery
• Events
• Natural Encounters

Phase one of the campaign is across domestic television, video, digital, social media content, print, and high impact outdoor and will be rolled out into key international markets in Asia, Europe, UK and the US from early next year.

The creative includes a music track performed by Sunshine Coast musician Sahara Beck and is backed by the Queensland Symphony Orchestra – it is simply beautiful!

This campaign represents the reality that Tourism is:
• Consumer Led
• Experience Focussed
• Destination Delivered

It’s our collective job to ensure that consumers enjoy an exceptional experience when they visit our destination. This means that every touch point of the visitor journey is exceptional – we cannot compete in price to overseas destinations like Bali, Fiji and even Hawaii, but we can compete with our local experiences and service.

Tourism in Queensland is currently responsible for 22.5 million visitors per annum, 220,000 jobs and boasts a $23 Billion dollar industry; and it’s predicted that our industry will require an additional 20,000 jobs by 2020 – that’s only 4 years away!

At Sunday’s launch in Brisbane, the Premier said that this is one of the best signature campaigns Queensland has ever seen which will engage people like never before and that Queenslanders will truly become Ambassadors for their home with locals taking centre stage of this campaign. I agree.

Until next time…
Mary Carroll, CEO Capricorn Enterprise

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