Southern travellers are invited to ditch the blankets for sunny Brisbane as part of the city’s latest destination campaign “Summer’s still calling”.
Featuring Brisbane’s burgeoning array of rooftop venues, popular precincts like Howard Smith Wharves’ and island getaways in Moreton Bay, this campaign builds on Brisbane’s growing reputation as a top year-round tourist destination.
Mayor Adrian Schrinner said the campaign is the perfect reminder to southern travellers that the term ‘cooler months’ is subjective.
Schrinner: “With Brisbane’s average Autumn temperatures sitting at around 27 degrees, Melbourne and Sydney can’t compete with the mercury for travellers chasing the sunshine.
“Our growing reputation as a tourism destination will just gather momentum as we get closer towards the Brisbane 2032 Olympic and Paralympic Games.
“When Autumn hits in Sydney and Melbourne, the sun doesn’t just set in the evening, it sets for the next two seasons.
“Yet here in Brisbane we continue to enjoy warm weather, a fantastic outdoor lifestyle along with a great range of experiences and outdoor venues.
“This campaign highlights some of the best of Brisbane. I’m confident it will entice people to leave the gloomy colder climate of the southern states and come visit the capital of the Sunshine State.”
The campaign is bolstered by a bespoke Expedia partnership to drive $18 million in holiday bookings over the coming months.
Anthony Ryan, CEO of Brisbane Economic Development Agency, said the campaign is designed to target a range of Australian travellers to make the most of Brisbane’s growing leisure and events experiences.
Ryan: “Summer may be over, but Australians can still chase that carefree summer holiday feeling in beautiful Brisbane.
“By highlighting our region’s unique and diverse experiences, we can build on our strong visitation momentum and attract Australians to book a Brisbane getaway.
“Home to a mix of modern and distinct precincts, visitors can explore the best of Brisbane and our outdoor lifestyle across the city, South Bank, Howard Smith Wharves, Fish Lane, James Street and Fortitude Valley.
“What’s exciting is Brisbane is constantly evolving and we expect travellers will want to return year after year to experience the city’s new offerings.
“The campaign is also 100 per cent made in Brisbane, from the creative production to the motion graphics design, with a local artist engaged for the featured music track.”
In market from March through to May, the campaign will target key audiences in Sydney, Melbourne, Perth, Hobart and across Queensland, across channels including TV, online video and social media.
Credits
Brisbane Economic Development Agency (BEDA)
Anthony Ryan – CEO
Callum Wood – Head of Marketing
Bec Evans – Marketing Manager
Bigfish
David Byrne – Art Director/Designer
Scott Eather – Strategy
Izzy O’Rorke – Producer
Content Lion
Max Hinton – Stills Photographer
Isaiah Mathews – Director
Kareem Anti – Cinematographer
Alessandria Riding – Producer
Music
Staples – Serotonin
