Tourism Queensland is set to launch a $10 million global marketing campaign carrying the tagline "Nothing beats Queensland" to promote the state following the recent disasters.
The campaign, which was announced today (March 9) by Queensland Premier Anna Bligh, is a joint initiative by Tourism Australia and Tourism Queensland, which received $5 million in funding each from the federal and state governments respectively.
AdNews understands Tourism Australia's agency DDB will work with SapientNitro, which is one of Tourism Queensland's roster agencies to roll out the campaign.
"'Nothing beats Queensland' is the message that will be promoted to Australia and the world as part of this $10 million global tourism strategy," Ms Bligh said today.
"Just as the disasters have not beaten us, we're out to tell the world that nothing beats Queensland."
The campaign will include a $4.5 million for interstate marketing campaigns to be rolled out this month ahead of the Easter holidays. It will also include a $1 million campaign to run within Queensland to encourage people to holiday within the state.
Further campaigns will be rolled out overseas in a bid to encourage tourism to the region.
DDB executive creative director Dylan Harrison said: "We are pleased and proud to be working on such an important campaign for Tourism Queensland and Tourism Australia. Our campaign idea of “Nothing Beats Queensland” is a great rallying cry that addresses the myths and reinforces that Queensland is now, more than ever, an unbeatable holiday destination."
Tourism Queensland invited its roster agencies including Clemenger BBDO, SapientNitro and Banjo as well as Tourism Australia's creative agency DDB to pitch for the campaign.
Tourism Queensland chief executive Anthony Hayes told AdNews last month the campaign aimed to tell visitors that Queensland was "open for business".
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