‘Unreal Deals’ Tourism Queensland’s most successful domestic retail campaign
Posted by editor (editor) on Aug 27 2009
2009 >>

Bucking the current economic trend, Tourism Queensland’s recent domestic marketing campaign has now become Queensland’s most successful retail campaign, Tourism Minister Peter Lawlor said today.

Mr Lawlor said despite the current tough economic climate, Tourism Queensland’s Unreal Deals campaign and a recent associated New Zealand campaign had together generated more than $8 million in total sales for Queensland.

“This is an absolutely outstanding result for Queensland, our tourism industry and all industries that see a flow-on effect from tourism,” Mr Lawlor said.

“Despite the most difficult economic period in recent times, these two campaigns have exceeded all expectations, and could fuel up to an estimated $21 million in visitor expenditure for Queensland.

“Tourism Queensland’s latest domestic campaign Unreal Deals, which was run in partnership with Sunlover Holidays, wrapped up on Sunday and reaped more than $6.5 million in sales, the best result of any Queensland domestic retail campaign.

“Tourism Queensland’s recent campaign in New Zealand with Flight Centre also resulted in better-than-expected sales, with almost $1.6 million in deals sold.

“Results like this reinforce more than ever that Queensland is still the favourite holiday playground, both in Australia and across the Tasman.”

Tourism Queensland CEO Anthony Hayes said the fantastic results would benefit the whole of Queensland.

“Unreal Deals has got more bang for its buck than any other domestic campaign in Queensland’s history - an incredible feat considering the struggling economy,” Mr Hayes said.

“The $1 million campaign promoted ‘the best deals on the best Queensland holidays’ with more than 150 deals from 130 operators around the state and predominantly targeted Sydney and Melbourne as well as holidaymakers from Brisbane and the rest of the country.

“It is estimated the campaign could generate up to $16.5 million in visitor expenditure, spread throughout Queensland’s regions.

“Our $230,000 New Zealand campaign, run in partnership with Flight Centre, could stimulate up to $4.7 million in visitor expenditure around the state.

“New Zealand is Queensland’s most important international market, providing 20 percent of Queensland’s international visitors, so targeting Kiwi tourists is a key priority.”

Mr Lawlor said more than 16.4 million domestic and New Zealand visitors came to Queensland in the 12 months ending March 2009, spending $12.3 billion and supporting almost 90,000 Queensland jobs.

“Tourism Queensland’s focus is on hard-hitting tactical marketing aimed at increasing visitor numbers and dollars in operators’ pockets, to protect Queensland jobs at a time when we need it most,” Mr Lawlor said.

“These campaigns help ensure Queensland’s tourism industry rides out this economic storm as good as, if not better than anywhere else.”

The announcement comes just a day after the Premier announced a new $5 million tourism marketing campaign to drive domestic tourism and protect more than 119,000 state tourism jobs.
The new marketing campaign stars four popular ‘Best Job in the World’ candidates doing a rendition of the Monkees theme tune with the new lyrics ‘Hey Hey this is Queensland.’

Last changed: Oct 06 2009 at 4:26 PM