BRISBANE is using its fake beach at Southbank in a bid to lure New Zealanders to the capital city as part of a $2 million marketing campaign.
The new autumn/winter tourism campaign will be the largest to date with its reach spreading interstate and to New Zealand, the Lord Mayor of Brisbane Graham Quirk said.
Cr Quirk said the Brisbane Marketing-led campaign, aimed to lure visitors to our sub-tropical climate during the cooler months, with a host of great events including Bolshoi Ballet, Brisbane Racing Carnival and the British & Irish Lions matches.
"The campaign is expected to generate more than $54 million in economic impact and attract more than 332,000 attendees to Brisbane events over the autumn and winter months.
"It has increased its traditional intrastate focus to include the regional fly-markets of north Queensland as well as Sydney, Melbourne and New Zealand.
"New Zealand is Brisbane's top international source market so it makes sense for Brisbane Marketing to work with Tourism and Events Queensland and the industry to extend our presence in this important market."
Cr Quirk said as Council of Mayors (SEQ) Chairman, he was pleased at the strength of the partnership between Brisbane and the surrounding local authorities as well as the widespread participation of local industry and the support of the Queensland Government.
Tourism Minister Jann Stuckey said the initiative was also funded as part of the Government's $20 million Tourism Investment Strategy, aimed to support destination marketing and drive more visitors to Queensland.
Brisbane Marketing CEO John Aitken said the campaign would showcase the distinctive experiences available in the city as well as the surrounds of Moreton Bay, Logan City, Lockyer Valley, Ipswich City, Redlands, Somerset and the Scenic Rim.
"Competitive air fares to Brisbane will be offered from Auckland, Sydney, Melbourne, Rockhampton, Mackay, Townsville and Cairns which will be combined with great local deals from our tourism operators in the region," he said.
"It's a great example of what can be achieved by working in partnership with state and local government and industry.
"We're particularly pleased with the high level of industry participation in what will be our longest and most far-reaching campaign to date.
"The campaign includes television, radio, digital and newspaper ads and inserts, billboards and transit advertising underpinned by a strong public relations campaign."
Some of the TV spots open with images of Southbank's 'beach' before featuring Brisbane's laneways and outdoor entertainment.
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