Mr Lawlor said Tourism Queensland had committed $100,000 to the marketing campaign which would remind travellers of the diverse and fertile landscapes throughout the south-west and western regions.
“Queensland’s Outback is such a vast region with so much to explore; and there is even more to enjoy after the rains in recent months,” Mr Lawlor said.
“This commercial will be a great chance to promote the lush, green landscapes to audiences in both Queensland and the southern states and at the same time boost the Outback economy by driving more tourists there.
“It’s a well known fact that Queensland’s Outback is as tough as nails – locals there proved that by coming through the floods earlier this year – but now the region is showing its softer side and blooming into life.
Mr Lawlor said the commercial was a joint partnership between Tourism Queensland, Outback Queensland Tourism Association and local councils.
“Tourism Queensland has been working with key tourism stakeholders, including The Australian Stockman’s Hall of Fame and the mayors of 12 regional councils, to ensure we capitalise on this opportunity to showcase Queensland’s Outback and Western Downs,” he said.
“In addition, Tourism Queensland has been helping to generate recent exposure for the regions through stories on travel shows, such as Getaway and Queensland Weekender.”
Mr Lawlor said the new commercial will air in Brisbane, and regional areas of Queensland, New South Wales and Victoria to target the ‘active explorer’ travel market.
Active explorers have been identified as a key market for Queensland and include those domestic travellers who want to be challenged by their holiday, enjoy adventure activities and love to explore.
Mr Mulherin said the advertisement also followed Tourism Queensland’s ‘After the Rain’ print and online campaign, which offered great deals to travellers to the region.
“Visitors to Queensland’s Outback looking for adventure travel can still take advantage of these discounts with deals on sale until the end of June,” he said.
“Queensland’s Outback experienced a nine percent increase in domestic holiday visitors in 2009, which equates to an additional 152,000 holiday visitors.
“This is a testimony to the hard work of local tourism operators and the ongoing popularity of Queensland’s Outback with Australian travellers.
“I encourage Queenslanders to get out and see their own Outback right now and make the most of these stunning conditions and travel offers.”
