recent Tourism Queensland marketing campaigns reported strong results. The 10-month ‘Hey, Hey this
is Queensland’ TV, print, radio and online campaign has driven 140,000 visitors to the best holiday
campaign website since its launch on 31 August. The feedback from operators involved in the ‘Hey, Hey
this is Queensland’ campaign has been extremely positive. Several operators reported referral spikes of
more than 250 per cent. In addition, accommodation provider Mantra Group received more than 1,400
inquiries in a single day just after the campaign launched.
The Mantra Group promotes more than 140 properties across Australia and these inquiries
translated into the sale of more than 2,400 room nights. While it is still early days, this is a strong
testament that the campaign has achieved the cut through that we were aiming for.
Recently, Tourism Queensland launched the Get Some Gold Coast Sun Sale campaign, with
Gold Coast Tourism and major online travel corporation Wotif, which has shown some great results. The
joint Get Some Gold Coast Sun Sale involved 76 Gold Coast operators. It began on 3 September and
finished on 15 September. Over the campaign period, Wotif.com reported a nearly 17 per cent increase
in Gold Coast bookings. New visitors to Wotif.com’s Gold Coast regional pages were also up by more
than 240 per cent over the period. It is estimated that visitor expenditure from the campaign could total
as much as $6.6 million. These are fantastic results for both the operators involved in the campaign and
the Gold Coast tourism industry.
The recent Whitsundays 74 Hour Sale recorded over 19,700 visits to its campaign website, 2,300
seat bookings through airline partner Virgin Blue and 2,000 room nights across the region. It is
estimated that this campaign will inject around $2.5 million into the Whitsunday economy. Whitsunday
tourism operators reported that as soon as the campaign was launched, their phones were running hot.
The state government is committed to protecting tourism jobs through positive policies.
