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New Brisbane tourism campaign to harness local pride

February 25, 2014 Destination Global No Comments Email Email

Tourism and Major Events Minister Jann Stuckey has joined Brisbane Lord Mayor Graham Quirk to launch a new tourism campaign to further boost the city’s tourist visitor numbers.

The ‘Give me Brisbane Any Day’ campaign encourages locals and visitors alike to become vocal advocates of the region’s attractions and to share their holiday experiences and photos online.
Minister Stuckey said the campaign was a collaborationbetween the Queensland Government and Brisbane Marketing.Coles-Training_250X250px
“The funding for this campaign reinforces the Newman Government’s commitment to grow the tourism industry and meet our goal of to double overnight visitor expenditure from $15 billion to $30 billion by 2020,” Ms Stuckey said.
“The campaign will reinforce Brisbane’s position as a premier events and holiday destination.
“This year Brisbane has a stellar calendar of events, from the current Cai Guo-Qiang: Falling Back to Earth exhibition to the upcoming American Ballet Theatre exclusive in August and September.
“This week also marks one year to go until the first Brisbane match as part of the 2015 ICC Cricket World Cup, providing plenty of reasons to visit Australia’s new world city.”
Cr Quirk said ‘Give me Brisbane Any Day’ was a catchphrase that would be heard a lot this year as the campaign worked to spread the word on everything the collective Brisbane region had to offer.
“As a gateway city, a strong region means a strong Brisbane, which is why it’s great to see all local governments in the Brisbane region uniting behind this tourism campaign,” Cr Quirk said.
“The campaign will utilise TV, digital, outdoor, print channels and is designed to showcase an authentic and alluring Brisbane region holiday experience and ignite the conversation.
“This campaign not only encourages locals to holiday closer to home but is also about alluring our southern friends here by showcasing our sunny holidays, and give Sydney and Melbourne pause for thought on their frosty winter mornings.”
Cr Quirk said Brisbane Marketing in partnership with Tourism and Events Queensland, local governments and industry had earmarked $2.3 million to be spent on the campaign this financial year.
“I’m proud to jointly launch the campaign with the Mayors of Ipswich, Moreton Bay, Redlands, Scenic Rim, Somerset, Logan and Lockyer Valley,” he said.
Brisbane Marketing CEO John Aitken said the new campaign was a year in the making and followed extensive market research including street interviews, workshops and in-market testing to nail Brisbane’s personality and appeal.
“The research found Brisbane was seen as a vibrant, optimistic, open and collaborative city of which locals were proud to share their passion,” Mr Aitken said.
“The first phase will appear in Brisbane, northern New South Wales, Sunshine Coast and Toowoomba on television, outdoor, print and online in February and March.
“Give me Brisbane Any Day showcases the Brisbane regions holiday experiences and as much as possible uses real families and friends in the TVC and imagery.
“The soundtrack, Holiday, was composed and performed by local artist Hannah Karydas and her band, Eves, with a voice-over by local personality Sofie Formica.”
Mr Aitken said the campaign, by Clemenger BBDO, featured experiences that tested well in research including:
o     climbing the Story Bridge
o     shopping for fresh produce at the city markets
o     high-street shopping in the open air of the Queen Street Mall
o     fine dining by the river
o     great live music scene
o     waterparks and antique shopping in Ipswich
o     wildlife and mountain bike riding in Logan City
o     sampling local produce and horse-riding in the Lockyer Valley
o     glamping and exploring creeks and rainforests of the Scenic Rim
o     water sports and scenic drives around the Somerset
o     marine life and fresh seafood at Stradbroke Island
o     kite-flying and 4WDing at the bayside
o     snorkelling and dolphin-feeding at Moreton Island.
For further information: www.visitbrisbane.com.au

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