Queensland is Bluey’s world for real life!
Posted on June 2nd, 2024
- Tourism and Events Queensland launches its biggest campaign in more than a decade.
- Capricorn Coast region, including Rockhampton features as part of the campaign which is live in five countries as well as Australia.
- Capricorn Coast region, including Rockhampton took part as Queensland played a mega game of Keepy Uppy.
- More than 500+ holiday deals available statewide, including accommodation and attractions across the Capricorn Coast destination.
Queensland is Bluey’s world – for real life.
View the 30 second videos here –
That’s the latest major tourism marketing offensive from Tourism and Events Queensland (TEQ) is kicking off today, in its biggest campaign in more than a decade, and the Capricorn Coast destination has a starring role.
Building on the global phenomenon, Queensland will be pitched as ‘Bluey’s world, for real life’, encouraging visitors from around the world to come and live the Bluey lifestyle in Queensland.
Tourism industry representatives gathered at locations right around the state today, playing a mega game of Keepy Uppy – inspired by one of Bluey’s favourite games where a balloon must be kept in the air as long as possible.
The game was played at our iconic Yeppoon Lagoon, with plenty of families joining in to show off the best of the region.
The event joined others around the state to form a mega game, while the Australian Book of Records declared a world record was set across multiple locations.
Following its debut in Australia in 2018, the award-winning animated global TV phenomena Bluey has gained millions of fans around the world.
This partnership is a first between TEQ and BBC Studios and builds on the incredible popularity of Bluey to bring visitors to Bluey’s home state of Queensland and to explore the immersive Bluey’s World experience, set to open at Brisbane’s Northshore on November 7.
The campaign sees tourism heavyweights offer exclusive deals, with the Qantas Group, Expedia Group, the Flight Centre Travel Group and Accor Group coming in behind it to convert global publicity into booked Queensland holidays.
TEQ will launch a major local and international publicity blitz from today, expected to reach tens of millions in Australia, New Zealand, United States, United Kingdom, Japan and Singapore – some of the state’s top international markets and countries where Bluey is also popular.
The television ad is fronted by the Queensland tourism industry’s own Robert Irwin, recently named Australia’s most popular broadcast personality.
TEQ is giving away a 12-night Queensland holiday, including a money-can’t-buy family experience at the Bluey’s World Brisbane event launch. Enter at www.queensland.com/blueysworld.
A major high-impact advertising campaign also kicks off today across Australia and New Zealand on television, print, digital, social media, out-of-home and with major media partners.
TEQ anticipates that the campaign will help support visitor growth to reach targets of an additional 1.3 million holiday visitors to Queensland who are estimated to spend an additional $1.7 billion by June 2025.
Quotes attributable to Tourism and Events Queensland CEO Patricia O’Callaghan:
“In a globally competitive market, Queensland must show the world what makes us special.
“Bluey is a true international sensation, and we could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s world for real life here in Queensland.
“Equally we are delighted that travel industry heavyweights the Qantas Group, Expedia Group, Flight Centre Travel Group and Accor Group have thrown their support behind this campaign. We all recognise the power of working together to influence travel decisions and drive conversion for families worldwide to come and visit Queensland.
“Our tourism industry employs more than 200,000 Queenslanders and we have very bold goals for industry growth that require us to think outside the square, lead with our unique strengths and be bold. This campaign delivers that in spades.”
Quotes attributable to Capricorn Enterprise Tourism Marketing Manager Krista Brown:
“I have two young children myself who have watched countless episodes of Bluey, and we are thrilled to take part in Tourism and Events Queensland’s latest campaign.
“The Capricorn Coast destination boasts a multitude of family friendly activities and is a popular holiday escape for families chasing a laid back yet adventurous and unforgettable getaway.
“The Capricorn Coast is just a 7-hour drive north of Brisbane or 1-hour flight to Rockhampton, and we encourage visitors to Bluey’s world in Brisbane to extend their stay and come and see more of what Queensland has to offer.
Quotes attributable to Capricorn Enterprise CEO Mary Carroll:
“We have worked hard and invested heavily into this amazing campaign to ensure our stunning and diverse destination and industry operators can leverage this amazing opportunity as much as possible.
Queensland sets world record to launch campaign
Tourism and Events Queensland (TEQ) have officially unveiled their biggest campaign in more than a decade – ‘Queensland is Bluey’s world for real life’. They’ve also set a World Record for the biggest game of Keepy Uppy as the major publicity play to launch the campaign to the world.
Bluey is a global phenomenon and TEQ are building on that popularity to invite the world to Queensland to immerse themselves in the vibrant energy and live and play in the real-life locations that inspired the hit-show.
This is truly a destination marketing campaign at its heart, featuring all 13 of Queensland’s tourism regions positioning our state as the preferred holiday destination for families to create family memories.
It is anticipated that the campaign will help support visitor growth to reach targets of an additional 1.3 million holiday visitors to Queensland who are estimated to spend an additional $1.7 billion by June 2025.
Watch the Campaign launch here –
High-impact advertising campaign begins
This campaign will lead with Queensland’s 13 tourism regions, with clever and catchy ‘Keepy Uppy’ creative that highlights the unique experiences on offer around the state.
There is a high-impact, destination-led advertising campaign in New South Wales, Victoria, Queensland, South Australia and New Zealand across major media partnerships plus television, out-of-home, social media, digital, broadcast video-on-demand and print.
In international markets, there is publicity activity across the United States, the United Kingdom, Japan and Singapore, led by a really big media play in the US market, as well as trade partnerships to drive conversion.
The TV ad is fronted by highly popular Australian TV personality and one of our own Queensland tourism industry legends, Robert Irwin.
Read the TEQ Eye on Q newsletter here.
Queensland, Australia, the home state of Bluey, sets a world record for the biggest game of Keepy Uppy – for real life – read the full story here.
