secret that the tourism industry has gone through some tough times of late and that we need to do all we
can to encourage visitors to come and experience Queensland. Last year, we launched the highly
successful ‘Hey, hey this is Queensland’ campaign domestically. This week, for the first time we are
taking those images offshore, with a $400,000 international tourism marketing campaign encouraging
Kiwis to cross the ‘ditch’ to find their best holiday in the world in Queensland.
The major international TV, radio, print, online and outdoor campaign is a joint initiative of Tourism
Queensland in partnership with Jetstar to tempt New Zealanders with a range of diverse Queensland
holiday experiences. The campaign tag line ‘Find yourself the best holiday in the world’ is an open
invitation for Kiwis to rediscover Queensland or visit parts of the state they have never visited before.
More than 400,000 Kiwis visited Queensland in the year ending September 2009 and spent
approximately $537 million on trips to the state. Jetstar is the perfect campaign partner, currently
operating 16 flights from New Zealand to Queensland each week, which equates to approximately
2,800 seats and potential visitors to Queensland.
The campaign will advertise images of Queensland as a whole, with deals through Jetstar
primarily focused on southern Queensland as the main international gateway from New Zealand. New
Zealanders will then be able to easily transfer to other destinations throughout the state. Almost a million
New Zealanders would be exposed to the campaign several times during the four-week campaign.
The ‘Find yourself the best holiday in the world’ campaign will feature prominently on New
Zealand’s national television channels, in ad placements in a variety of newspapers, as well as on radio,
online and outdoor advertising. New Zealand has been identified as a market with good growth potential
as part of the Tourism Action Plan to 2012, and it is also, of course, Australia’s—and Queensland’s—
largest source of international tourists. The plan guides Queensland’s tourism strategy with the aim of
driving more visitors from around the world to Queensland.
