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Queensland launches drive to entice UK youth to visit

July 23, 2014 Destination Global, Headline News No Comments Email Email

egtmedia59Queensland has launched a major new international tourism campaign aimed at persuading British youth that Queensland is the perfect place for a working holiday. The new drive hits screens, print media and stores in the UK this week.

Tourism and Events Queensland chief executive Leanne Coddington said Tourism and Events Queensland had partnered with the world’s largest youth travel company STA Travel to inspire more youth travel from one of Queensland’s most valuable international visitor markets.

“Queensland welcomed 213,000 UK visitors who spent around AUD 432 million on visits to the state in the year to March 2014, increases of 7% and http://www.tourismlegal.com.au/13% respectively,” Coddington said.

“Youth travellers represent 38% of total UK travel to Queensland and tend to stay longer, travel wider and are repeat visitors to the state.

“The campaign, which includes prominent in-store, digital and print promotion, will leverage what is expected to be the biggest movie release of the UK summer, The Inbetweeners 2.

“Leveraging the popularity of the Inbetweeners with scenes for the highly-anticipated second movie filmed in Queensland, TEQ will work with STA Travel to encourage UK youth to have their own Australian adventure in Queensland.

“Queensland is a popular destination for international working holiday makers and this campaign is perfectly timed to capture the attention of UK youth planning their gap years and working holidays.

“This campaign forms part of the Queensland Government’s goal to grow annual overnight visitor expenditure to AUD 30 billion by 2020.

“The Government’s 20-year plan for tourism Destination Success outlines the need to position Queensland as a premier international destination by ensuring our brand emotionally connects with a global audience.”

STA Travel UK, USA and South Africa Managing Director Glen Mintrim said STA were delighted to be working alongside Tourism and Events Queensland as official travel partners for The Inbetweeners 2 movie.

“Queensland is home to every quintessentially Aussie experience you can think of; from reef to rainforest, rugged outback to pristine beaches – STA Travel customers love Queensland for its all-encompassing offering and unforgettable experiences – just a few of which are captured in this much-anticipated new film”.

The Inbetweeners 2 will be released by Entertainment Film Distributors in cinemas in the UK and Ireland on 6 August 2014.

Edited by : Peter Needham

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