28 May, 2015

Qld to launch outback tourism campaign

Queensland’s government has announced a major outback tourism campaign, its first branding campaign in a decade.

Premier Annastacia Palaszczuk says the initiative is aimed at bringing another source of income into towns and small businesses where traditional farming has been crippled by ongoing drought.

“Live Australia’s Story captures the essence of a visit to Outback Queensland – where the land and people tell Australia’s story,” Palaszczuk said.

“We know Outback Queenslanders have been doing it tough, that’s why we want to do all we can to help boost the economy.

“This campaign will show visitors that Outback Queensland is where you can feel connected to the Australian story and portrays the rich heritage, vast landscapes and the characters that define the destination.

“The goal is to inspire more people to travel and spend time and money in the region which will assist in economic growth and support local jobs,” Palaszczuk said.

Tourism Minister Kate Jones said Live Australia’s Story will aim to target South East Queensland residents across print, outdoor, radio and online advertising and on social media, building awareness for the destination’s visitor experiences.

“We want people to be mesmerised and inspired by Outback Queensland, where the land and the people tell Australia’s Story,” Jones said.
The new brand platform formed part of a $500,000 marketing campaign for Outback Queensland, developed by Tourism and Events Queensland in partnership with the Outback Queensland Tourism Association and in consultation with industry, Jones said.

“Marketing activity has been designed to extend the length of the traditional Outback travel season and motivate travel into 2016.”

“Outback Queensland has so many stories to tell and share about the history of our country, the spirit of our nation and what it means to be Australian.”

Outback Queensland Tourism Association general manager Peter Homan said the new tourism brand would promote “unforgettable destinations”.

“Outback Queensland offers a range of unforgettable visitor experiences from spotting Australian wildlife, to sleeping under the stars, dinosaur discoveries, kayaking in the stunning gorges to learning about Australia’s heritage or attending an Outback event,” Homan said.

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