TOURISM CAMPAIGN LOOKS TO BETTER DAYS AHEAD
A NEW tourism push featuring Millaa Millaa Falls and the Great Barrier Reef will leverage Queensland’s Olympic bid win and lure holiday-makers to the Sunshine State in a multimillion-dollar campaign.
The $2.4m Days Like This campaign is part of a state government coronavirus economic recovery plan and features iconic beauty spots in videos produced for TV and social media, set to a reworked Van Van Morrison classic of the same name.
The chief executive officer at Tourism Port Douglas Daintree, Tara Bennett, was impressed with what she described as a “fresh” campaign.
“It’s brilliant to see Tourism Queensland has jumped on the news of the Olympics for a campaign that we can we can work with locally,” she said.
“Right now we need to generate visitation locally, the campaign is fresh and is about people connecting, and the great desire right now after lockdown is for people to connect with loved ones.
“It’s an all of Queensland message and Daintree and Port Douglas are highly-regarded and when Queensland goes out to bat we are sure we will see the benefits.”
Tourism Minister Stirling Hinchliffe said the campaign, launched on Friday, was the first step in a long-term strategy to support our tourism industry.
“In the short-term, this campaign is targeted at encouraging Queenslanders to support local tourism businesses,” he said.
“When it’s safe to ease travel restrictions, the campaign will be extended with further funding to lure other Aussies and Kiwis.
“With the 2032 Olympic and Paralympic Games ahead of us, there’s never been a better time to remind visitors of the Queensland experiences they’ve always dreamt of and supercharge our economic recovery.”
Tourism and Events Queensland chief executive Leanne Coddington said the campaign was an exciting step.
“We have been looking closely at how to take the next step to evolve our message towards more purposeful travel – where we show people that travelling in Queensland is good for their soul and can be good for the world as well,” Ms Coddington said.
“The campaign perfectly highlights the breadth of experiences across Queensland, being filmed in 14 locations … from Millaa Millaa Falls to Charlotte Plains Station in Outback Queensland, the Gold Coast’s Hydrofoil tours and Brisbane’s Howard Smith Wharves.”