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Paradise showcased through local’s eyes

April 28, 2014 Destination Global No Comments Email Email

A new tourism marketing campaign to attract Brisbane and interstate visitors to Tropical North Queensland will start screening this week. 

‘This is my Paradise’ follows on from the successful ‘1 Day in Paradise’ campaign and comprises of short films focusing on a day in the life of three passionate Tropical North Queensland locals.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said the campaign was designed to showcase the natural beauty and range of adventurous visitor experiences on offer in Tropical North Queensland.

“The focus in 2014 is on locals sharing their experience of paradise captured by respected Australian director and winner of ‘1 Day in Paradise’, Justin McMillian,” Ms Stuckey said.

“Each film showcases an exhilarating day in the life of three passionate Tropical North Queensland locals including a free diver, a hang glider and a mountain biking enthusiast.”

Ms Stuckey said the campaign was funded in part through the Queensland Government’s Regional Tourism Organisation Contestable Grants Funding Scheme.

“Supporting collaborative tourism marketing initiatives such as ‘This is my Paradise’ contribute to our goal of doubling overnight visitor expenditure from $15 billion to $30 billion by 2020,” she said.

Assistant Minister for Tourism Gavin King, who attended the campaign launch today, said the campaign was aimed at enticing Brisbane and interstate travellers to embark on an adventure to Tropical North Queensland.

“This campaign is a wonderful example of the Newman Government and industry working together towards a common goal – to encourage more visitors to the Tropical North in 2014,” Mr King said.

“In line with the Government’s 20-year plan for tourism, Destination Success, this campaign aims to position Tropical North Queensland as a premier holiday destination by ensuring our brand emotionally connects with audiences.”

Tourism and Events Queensland CEO Leanne Coddington said the marketing campaign would air on TV and across digital platforms enticing prospective visitors with attractive holiday deals.

“Sunlover, Qantas and Escape Travel will offer deals to complement the campaign and ‘This is my Paradise’ destination magazines will be letterbox dropped to Melbourne, Brisbane and Sydney households,” Ms Coddington said.

“Today, five digital influencers will arrive in Tropical North Queensland and share their experiences of paradise on Instagram with more than half a million followers using the hashtag #ThisIsMyParadise.

“We encourage both locals and visitors to follow these Instagram influencers and also share their own experiences of paradise by uploading photos of Tropical North Queensland to Instagram, Facebook and Twitter using the above mentioned hashtag.

“This user-generated content will feature on the campaign website to further showcase what the region has to offer.”

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