A $2.3 million tourism campaign with the slogan ‘Give me Brisbane Any Day’ aims to lure more southerners to the river city.
Girls in bikinis making a splash and kids playing in the sand – it’s enough to make Sydneysiders and Melburnians envious of Brisbanites as they shiver through the winter.
Images of sunny holidays feature prominently in a $2.3 million advertising blitz that aims to lure more southerners to Brisbane before the city goes into lockdown for November’s G20 Summit.
The marketing campaign also encourages southeast Queenslanders to holiday closer to home and then brag about it on social media.
The campaign slogan “Give me Brisbane Any Day” has been backed by the state government and southeast Queensland councils.
Advertisements for the campaign highlight activities such as the Story Bridge climb and Queen Street Mall shopping as well natural attractions.
Brisbane Lord Mayor Graham Quirk says the tourism push will target southeast Queensland and northern NSW before going further south.
“As the weather gets colder, we will roll it out more and more because this city, as we know, and this region is very much the place to be as some of our southern counterparts freeze,” he said at the campaign’s launch on Thursday.
“My message to those from down south would be come and be part of a great culture up here … there is nothing that Brisbane cannot offer these days.”
However, some offerings will be off limits when the G20 Summit comes to Brisbane in November with security arrangements likely to force some tourism attractions to shut.
But Cr Quirk says the three-day world leaders’ event will further boost Brisbane’s international reputation, resulting in huge economic benefits.
Tourism Minister Jann Stuckey says the campaign itself will reinforce Brisbane as a premier events destination and help grow overnight visitor expenditure from $15 billion to $30 billion by 2020.
In the year ending to September, more than 5,043,000 Australians visited Brisbane, up 17 per cent on 2012 figures, with the majority of visitor growth coming from Sydney and Melbourne.