New Brisbane tourism campaign to harness local pride

Family hop over stones in the Lost World

20 February 2014

New Brisbane tourism campaign to harness local pride

Lord Mayor Graham Quirk together with the Minister for Tourism and Major Events Jann Stuckey are getting behind a new tourism campaign launched today, encouraging people to join in on saying ‘Give me Brisbane Any Day’.

The Lord Mayor said the Give me Brisbane Any Day campaign was designed to encourage locals and visitors alike to become vocal advocates of the region’s attractions and to share their holiday experiences and photos online.

“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 said.

“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.”

Minister Stuckey said the campaign was a fantastic collaboration which was partly funded through the Queensland Government’s Regional Tourism Organisation Contestable Grants Funding Scheme.

“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,” Ms Stuckey said.

“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.

“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 for Australians to visit Australia’s new world city, Brisbane.”

Cr Quirk said he was proud to jointly launch the campaign with the Mayors of Ipswich, Moreton Bay, Redlands, Scenic Rim, Somerset, Logan and Lockyer Valley as well as with Minister for Tourism and Major Events Jann Stuckey.

Cr Quirk said the campaign would utilise TV, digital, outdoor, print channels, 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, Tourism Events Queensland, local governments and industry had earmarked $2.3 million to be spent on the campaign this financial year. 

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,” he said.

Mr Aitken said the campaign, by Clemenger BBDO, featured experiences that tested well in research including:

  • 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 
  • great live music scene
  • waterparks and antique shopping in Ipswich
  • wildlife and mountain bike riding in Logan City
  • sampling local produce and horse-riding in the Lockyer Valley
  • glamping and exploring creeks and rainforests of the Scenic Rim
  • water sports and scenic drives around the Somerset
  • marine life and fresh seafood at Stradbroke Island
  • kite-flying and 4WDing at the bayside
  • 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,” Mr Aitken said.

“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.”

For further information: www.visitbrisbane.com.au/destinations
 

TELEVISION ADS – YouTube

Regional Video 1
Regional Video 2
Metro Video

Media enquiries: 

Danielle Koopman, Brisbane Marketing
T: 3006 6256  l  M: 0402 968 131 | E: dkoopman@brisbanemarketing.com.au   

Natalie Wynne, Minister Stuckey’s Office – 0439 291 268
Shaun O’Dowd, Tourism and Events Queensland – 0426 239 431