Advance Rockhampton Leverages Global Campaign to Boost Tourism
Published on 02 June 2024
Rockhampton is joining the excitement of Tourism and Events Queensland’s (TEQ) biggest campaign in more than a decade, inspired by children’s television sensation Bluey and headed up by Queensland royalty, Robert Irwin. Known and loved around the world, Bluey's adventures capture the essence of Queensland’s family-friendly fun, and now the state’s entire tourism industry are inviting families around the globe to experience the magic of Bluey’s home state, including right here in the Rockhampton Region.
The campaign is targeting families across Australia, New Zealand, the United States, the United Kingdom, Japan, and Singapore, featuring Queensland destinations to drive inspiration to visit. The aim is to drive intention and conversion into booked Queensland holidays, putting Queensland in front of other globally competitive destinations and moving travellers into the planning and booking phase.
Rockhampton Region Mayor Tony Williams emphasised the strategic importance of leveraging this campaign.
“We are thrilled to be invited to be part of this extensive campaign, to not only highlight the beauty and attractions of our region but also significantly boost our local visitor economy,” Mayor Williams said.
“Tourism is a vital sector for us, supporting over 2,100 full-time jobs and contributing $433 million annually to our region.
Quotes attributable to Tourism and Events Queensland CEO Patricia O’Callaghan:
“In a globally competitive market, Queensland must show the world what makes us special.
“Bluey is a true international sensation and we could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s world for real life here in Queensland.
“Equally we are delighted that travel industry heavyweights the Qantas Group, Expedia Group, Flight Centre Travel Group and Accor Group have thrown their support behind this campaign. We all recognise the power of working together to influence travel decisions and drive conversion for families worldwide to come and visit Queensland.
“Our tourism industry employs more than 200,000 Queenslanders and we have very bold goals for industry growth that require us to think outside the square, lead with our unique strengths and be bold. This campaign delivers that in spades.”
“Advance Rockhampton, under its Explore Rockhampton brand, is dovetailing its marketing efforts with TEQ’s major campaign to maximise impact. This collaboration allows Rockhampton to extend its reach far beyond what could be achieved independently, inviting and welcoming visitors from across the nation and around the world.”
Advance Rockhampton’s Tourism and Events Manager Zac Garven said Advance Rockhampton’s strategy kicked off by inviting families to ‘Come and play in Rockhampton’ with exciting and fun new Keepy Uppy content for the Global PR launch, an Industry Family Campaign Toolkit to assist local businesses, and various family-oriented content including a dedicated family landing page on the Explore Rockhampton website.
“By aligning our efforts with TEQ’s campaign, we can amplify our message and showcase the Rockhampton Region as a premier family destination,” Mr Garven said.
“It’s anticipated that the campaign will help support Queensland’s visitor growth to reach targets of an additional 1.3 million holiday visitors who are estimated to spend an additional $1.7 billion by June 2025, so we’re excited to see how this integrated approach will drive visitor numbers and enhance our local tourism industry.”
The idea behind the state campaign is to leverage the world-first Bluey's World Brisbane immersive experience and the global fandom of Bluey to highlight new and exciting reasons to visit Queensland. The campaign introduces audiences to Queensland’s iconic nature, sense of fun and wonder, and easy-going friendliness and warmth - everything at the heart of what makes Bluey so special.
TEQ’s campaign will be delivered across four pillars: the major PR launch moment, a global competition running from 2-30 June 2024 to drive engagement, destination marketing promoting Queensland holidays from 2 June-30 September 2024, and achieving bookings through trade and aviation partners.
To check out the campaign, enter the competition and book a Queensland holiday, visit Queensland.com/blueysworld
For more details on TEQ’s campaign, visit teq.queensland.com
For information on Advance Rockhampton’s initiatives and the Explore Rockhampton brand, visit explorerockhampton.com.au/families
Download images, videos and social reels to use for your own promotion from our Explore Rockhampton media kit https://www.dropbox.com/scl/fo/w29jacbq5bv43t06bqwzn/ACPrWcypFNz2qOMBXIWgknI?rlkey=fhv4z3eh47g16a0pk0r97mllr&st=hugz9k92&dl=0