Queensland sings success of “Going for a Thong” tourism campaign
Posted by editor (editor) on Aug 12 2010
2010 >>

Tourism Queensland and Wotif.com’s “Queensland, Going for a Thong” campaign, worth $500,000, has been hailed a success for contributing up to $7.2 million to the Queensland economy, Tourism Minister Peter Lawlor said today.

Mr Lawlor said the campaign, which ran in May this year, offered South East Queenslanders the chance to getaway “for a thong” and save up to 60 percent on their holiday bookings.

“As winter approached, Tourism Queensland wanted to remind everyone that there was no better place to be during the colder months than in Queensland,” Mr Lawlor said.

“We are happy to report the campaign achieved a 17 percent increase in bookings for the state compared to the same period last year.”

Mr Lawlor said the campaign was promoted through online, radio, print and outdoor channels over a two week period, with people able to book rooms for travel until August.

“More than 230 tourism operators from across the state participated in the ‘Queensland, Going for a Thong’ campaign, offering potential visitors a variety of accommodation options to choose from,” he said.

Mr Lawlor said the campaign came off the back of a series of regional marketing activities that Tourism Queensland had coordinated through Wotif.com.

“This campaign is an example of another successful coordinated partnership with Wotif.com and we hope to continue working with them in future to roll out more domestic marketing initiatives.

“Previous campaigns carried out in partnership with Wotif.com include the January Sun, Sand, Surf and Savings Sunshine Coast sale, which was estimated to have generated more than $5.4 million for the local economy,” he said.

“The aim of targeted online retail campaigns such as ‘Queensland, Going for a Thong’ is to support the state’s tourism industry and explore new opportunities to encourage more Queenslanders to holiday at home during the traditionally quieter and colder months of the year.

“Tourism is one of Queensland’s largest employers and 85 percent of tourism businesses are small businesses, so it’s great when Queenslanders get behind these types of campaigns by holidaying domestically, which in turn helps boost our state’s economy.”

For more information about Queensland holiday destinations visit www.queenslandholidays.com.au.

Further information:
Minister’s Office – 3225 1005
Tourism Queensland – 3535 5840

Last changed: Aug 12 2010 at 10:51 AM