As the mercury drops Tourism and Events Queensland has launched a new brand campaign showcasing the state’s iconic imagery as it outlines plans to work with the Kiwi trade to attract record New Zealand visitor arrivals to the state.
Leisure-foused campaign, That Holiday Feeling, features light and airy imagey set to pop song Holiday, and is designed to showcase how Kiwis enter holiday mode as soon as they arrive.
. . . Timing
Buoyed by record Tasman connectivity, and as winter hits and Jetstar launches new services, visiting TEQ ceo Craig Davidson (pictured) says it’s an ideal time to remind Kiwis, including travel agents of the wide range of options on offer from the cities to the coast and into the hinterland. “Queensland is made up of 11 incredibly diverse regions, each with its own brand of magic,” Davidson says. The campaign is the first pillar of TEQ’s 20-year tourism vision, and Davidson says engaging with the Kiwi trade and agents is a ‘really critical’ part of it plans to build on the growing momentum from the Kiwi market. Moving forward Davidson says TEQ will lean into its eco-tourism offering, and dial up its beaches and islands product for the Kiwi market. Promoting events, too, will remain a focus to help agents convert interest into bookings, as well as presenting well-known destinations such as the Gold Coast and Sunshine Coast in a different way. Davidson says Brisbane’s expanding cultural program is an ideal fit for the Kiwi market. The TEQ ceo urges agents to offer a Queensland option for almost all clients highlighting that the destination has accommodation and experiences for most budgets—and warm weather! Davidson says agents will see a range of new products featured in the campaign, designed to drive demand and interest from Kiwi travellers. While the Gold Coast continues to evolve, and attract huge numbers of Kiwi travellers, Davidson says the campaign looks to build on visitation across the state. “We’d love to see a bit more dispersal, I’d love people to rethink Brisbane, drive between Cairns and the Sunshine Coast and get out to the reef and the islands—and we’ll be working closely with the trade on that.”
See the new campaign ad HERE.
