Fun the focus of Queensland’s new national campaign
Posted by editor (editor) on Aug 04 2010
2009 >>

A new $1.6 million Tourism Queensland campaign aims to hype up the ‘fun factor’ of Queensland holidays using popular radio stations and the internet, Tourism Minister Peter Lawlor said.

In a move to capture the attention of Australia’s ‘social fun seekers’, the ten-week Tourism Queensland campaign with the tagline ‘Queensland’s Hot Hits’ will reach more than 4.5 million loyal listeners of Austereo’s Today (B105 in Brisbane) and Triple M networks.

“The ‘Queensland’s Hot Hits’ campaign is fast-paced and energetic,” Mr Lawlor said.

“It’s aimed squarely at the ‘social fun-seeker’ holidaymaker which has been identified by Tourism Queensland research as our biggest interstate market.

“Tourism Queensland’s research shows social fun-seekers are looking for lots of activity and plenty of people with whom to share the fun.

“Queensland’s Hot Hits’ campaign captures Queensland’s energy and excitement.

“It challenges consumers to think of Queensland as more than just a ‘sun, surf and sand’ holiday by promoting Queensland’s unique and unexpected experiences.

“The radio component capitalises on the full line up of the Today and Triple M network shows, and promotes fantastic short break deals on offer from more than 35 participating Queensland operators.

“The national campaign which started yesterday runs for 10 weeks in partnership with Jetstar.

“It will primarily target Brisbane, Sydney and Melbourne holidaymakers to take a post Easter break in what is traditionally a slow period for Queensland tourism operators.”

Mr Lawlor said Tourism Queensland was the first state tourism organisation to use new ‘brandtube’ technology which featured in the campaign.

“Brandtube technology allows us to present Queensland destinations in a more engaging way such as using interactive banner ads on popular websites,” he said.

“Consumers can view videos, photo galleries, special offers and they are encouraged to click through to a dedicated campaign website for more information and ‘hot’ holiday deals.

“’Queensland’s Hot Hits’ also includes a competition which will be promoted nationally.”

Mr Lawlor said the collaborative approached used to develop the campaign offered any Queensland tourism operator the opportunity to be involved in a coordinated and cost-effective national campaign.

“Tourism Queensland’s is currently concentrating on hard-hitting tactical marketing campaigns involving tourism operators from across Queensland to promote fantastic ‘value add’ deals,” he said.

“Our industry is facing one of its most challenging times and Tourism Queensland has helped pull some fantastic deals together to get more bums on seats and heads in beads at a time when tourism operators need it most.

“More than 119,000 Queenslanders are directly employed in the tourism industry, mostly in small businesses, so it’s important that we do all we can to protect their jobs during these tough economic times.

“We’re pulling out all the stops to draw attention to Queensland’s unique experiences.”

Queensland’s Hot Hits are on sale from Sunday 19 April – 27 June from www.whereelse.com.au

Last changed: Oct 06 2009 at 2:11 PM