A new tourism campaign has been launched for Brisbane that encourages locals and visitors to share their experiences of the region online.
$2.3 million will be spent on the new tourism campaign, ‘Give me Brisbane Any Day’, which was launched at City Hall yesterday.
The tourism campaign will utilise television, digital, outdoor and print channels to showcase an authentic and alluring Brisbane region holiday experience.
Lord Mayor Graham Quirk said locals and visitors alike could participate in the new campaign by engaging in conversations online and posting their favourite holiday snaps tagged with #brisbaneanyday.
“Give me Brisbane Any Day is a catchphrase we’ll be hearing a lot this year as this campaign works to spread the word on everything the collective Brisbane region has to offer,” Cr Quirk says. “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 gives Sydney and Melbourne pause for thought on their frosty winter mornings.”
This is the first time all eight regional councils have united behind a long-term campaign for the region and the mayors of Ipswich, Moreton Bay, Redlands, Scenic Rim, Somerset, Logan and Lockyer Valley were all present for the launch.
“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,” says Cr Quirk.
Minister for Tourism and Major Events Jann Stuckey says the campaign will draw lots of attention from interstate.
“The Queensland Government through Tourism and Events Queensland will leverage the opportunity and extend the campaign interstate, reinforcing Brisbane’s position as a premier events and holiday destination,” says Stuckey.
Stuckey added there were plenty of reasons to visit Brisbane, with only a year until the first Brisbane match of the 2015 ICC Cricket World Cup.
“This year Brisbane has a stellar calendar of events lined up which will be promoted through marketing activity, from the current Cai Guo-Qiang: Falling Back to Earth exhibition to the upcoming American Ballet Theatre exclusive in August and September.”
Brisbane Marketing CEO John Aitken said extensive market research, including street interviews and workshops, had formed the backbone of the campaign.
“The research found Brisbane was seen as a vibrant, optimistic, open and collaborative city of which locals were proud to share their passion,” he says. “Give me Brisbane Any Day showcases the Brisbane region’s holiday experiences and as much as possible uses real families and friends in the TVC and imagery.”
The campaign, which was partly funded by the Queensland Government’s Regional Tourism Organisation Contestable Grants Funding Scheme, features favourite local activities such as climbing the Story Bridge, shopping for fresh produce at the city markets, high-street shopping in the open air of the Queen Street Mall, fine dining by the river and snorkelling and dolphin-feeding at Moreton Island.
“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,” says Aitken.