"We’re confident this will capture the imagination of Kiwi travellers and shift outdated perceptions."
Brisbane Economic Development Agency (BEDA) has launched the next evolution of its Brisbane Favours the Bold tourism campaign adapted to bolster the region’s recovery following ex Tropical Cyclone Alfred.
Building on the region’s surging holiday travel appeal following record high visitation in 2024, the new creative challenges travellers to immerse themselves in Brisbane like never before.
The campaign, created in partnership with Brisbane agencies Content Lion, BigFish and dentsu Queensland, commenced roll out from March 24 across BVOD, cinema, online video, out-of-home, Meta, TikTok, Pinterest and a bespoke content partnership with The Urban List across Australia and New Zealand.
Designed to drive visitation and solidify Brisbane’s reputation as an in-demand leisure travel destination, the campaign entices audiences with authentically Brisbane experiences, from adrenaline-inducing and awe-evoking adventures to underground dumpling bars and beer yoga, in an unexpected and unequivocally Brisbane showcase of the global destination.
Brisbane Favours the Bold features various Brisbane locations, each presented through 15-second vignettes capturing the city’s character and local talent.
The work features the Emporium Hotel, Central Restaurant, Howard Smith Wharves, Moreton Bay, Kangaroo Point Cliffs and Suncorp Stadium.
Traditional Owner and Djawun Tours operator Jason Murphy takes centre stage in the Moreton Bay creative and Benny Lam head chef of Brisbane’s new Central Restaurant serves up main character energy for the sci-fi inspired dining scene.
Queensland’s capital city has experienced record-breaking domestic tourism figures since the inaugural Brisbane Favours the Bold campaign launched in early 2024.
Tourism Research Australia data* showed Brisbane welcomed a record high 8.1 million annual domestic visitors for year ending December 2024, representing an 11.2% rise year-on-year.
Lord Mayor Adrian Schrinner said the campaign would play a vital role in attracting visitors and supporting local businesses when they need it most.
"Vibrant precincts, world-class dining and blockbuster events have helped shape Brisbane’s reputation as Australia’s lifestyle capital," Schrinner said.
"Brisbane businesses don’t just provide more for people to see and do in our city, they provide jobs and help local residents put food on their table.
"This campaign will continue to support local operators by highlighting the people and places that make Brisbane one of the best places in the world to live and visit."
BEDA general manager of marketing Callum Wood said the revitalised campaign built on last year’s momentum with a fresh creative direction and highly targeted approach to engage high-value traveller segments.
"Brisbane Favours the Bold has been instrumental in showcasing the city's unique identity and driving visitation from key domestic source markets, with a 15.3% increase in interstate travel for year ending December 2024," Wood said.
"This next evolution combines bold storytelling and unexpected creative executions with strategically targeted, contextually relevant media placements designed to capture our audience’s attention and spark curiosity. We're aiming to deepen engagement and reinforce exactly why Brisbane should be on their radar."
"Launching Brisbane Favours the Bold into the New Zealand market presents an exciting growth opportunity, leveraging increased air capacity and major upcoming events such as NRL Magic Round and Tour de Brisbane.
"We’re confident this will capture the imagination of Kiwi travellers and shift outdated perceptions, positioning Brisbane as a dynamic and compelling travel destination."
Dentsu Queensland managing director Chris Chris Ernst said the agency is proud to play a strategic role in this next iteration of the campaign.
"Not only does it showcase the unique and bold experiences on offer in this great city of ours, it’s also a wonderful example of the collaboration, creativity, and innovation on offer in our Queensland communications industry, and the measurable outcomes that we are achieving collectively," Ernst said.
Earned media activity is also planned throughout the campaign across Australia and New Zealand, as well as partnerships with Expedia Group, Trip Advisor and Virgin Australia to convert generated demand.
Credits:
Client: Brisbane Economic Development Agency
Callum Wood – General Manager Marketing
Bec Evans – Marketing Manager - Tourism, Business & Major Events
Taylor Keresztesi – Marketing Executive, Tourism, Business & Major Events
Brand design: Bigfish Design
Dave Byrne — Creative Director / Designer
Scott Eather — Concept / Strategy
Simone Slatter — Producer
Hannah Asrick — Designer
Production & Postproduction - Content Lion
Director - Isaiah Matthews
Dop - Kareem Anti
Photographer - Phoenix Wilson
Editor - Ryota Yorifuji
Colourist - Kali Bateman
Media agency: dentsu Queensland
Monique Gerada – Senior Client Director
Emilia Ball – Strategic Partnership Director
Harleen Sodhi – Digital Director
Moana Solia – Client Manager
Sam Carlin – Digital Manager
Jessica Lee – Senior Client Executive
