Bonus Breaks’ campaign delivers on Premier’s promise to help protect jobs
Posted by editor (editor) on Apr 05 2009
2009 >>

Australians are heeding the message and spending their Federal Government bonuses on a Queensland holiday according to preliminary results of Tourism Queensland’s latest domestic campaign, Tourism Minister Peter Lawlor said today.

“The $1.3 million Bonus Breaks campaign, which began in March, has already exceeded expectations generating thousands of holiday bookings expected to contribute about $10 million in expenditure in regional Queensland,” Mr Lawlor said.

“The campaign is in week three and already it has generated around $4.5 million in bookings and 22,500 room nights throughout Queensland.

“When you factor in the average expenditure of holiday visitors in our local economies - such as tours, meals and shopping - this translates to around $10 million in expenditure.

“The Bonus Breaks campaign has already surpassed Tourism Queensland’s highly successful ‘Too Easy’ campaign and the feedback Tourism Queensland is receiving from tourism operators is fantastic.

“More than 216,000 Queensland jobs depend on tourism and this campaign is helping deliver on the Premier’s promise to protect jobs throughout the regions of Queensland.”

The Bonus Breaks campaign is running in Brisbane, Sydney and Melbourne on television, in print advertisements and through Flight Centre stores nationally.

Mr Lawlor said Tourism Queensland had partnered with Flight Centre, Virgin Blue and more than 150 Queensland tourism operators from across the state to develop the campaign, which centred on great value holiday deals.

“Packages start from $129 per person for three nights on the Sunshine Coast, $165 per person for three nights on the Gold Coast, $399 per person for three nights in Tropical North Queensland, including airfares, and $615 per person for four nights in the Whitsundays including airfares,” he said.

“Tourism Queensland’s focus was on hard-hitting tactical marketing aimed at getting more heads in beds and more bums on seats when we need it most.

“One of the best things about the campaign has been the way the Queensland tourism industry has worked together.”

The campaign runs until 4 April and travel is valid until 30 September. Phone Flight Centre on 131 600 or visit www.flightcentre.com.au for more information.

Last changed: Oct 06 2009 at 2:04 PM