TOURISM and Events Queensland has launched its biggest campaign in a decade, capitalising on the hit animated TV series Bluey.
The Whitsundays features as part of the campaign, which is live in five countries, with people playing a mega game of Bluey’s favourite game Keepy Uppy, on Whitehaven Beach.
Building on the global phenomenon, Queensland is being pitched as ‘Bluey’s world, for real life’, encouraging visitors from around the world to come and live the Bluey lifestyle in Queensland.
Tourism industry representatives gathered at locations around the state, on June 2, playing a mega game of Keepy Uppy – inspired by one of Bluey’s favourite games, where a balloon must be kept in the air as long as possible.
The event joined others around the state to form a mega game, while the Australian Book of Records declared a world record was set across multiple locations.
Following its debut in Australia, in 2018, the award-winning animated global TV phenomena Bluey has gained millions of fans around the world.
This partnership is a first between TEQ and BBC Studios and builds on the incredible popularity of Bluey to bring visitors to Bluey’s home state of Queensland and to explore the immersive Bluey’s World experience, set to open at Brisbane’s Northshore, on November 7.
The campaign sees tourism heavyweights offer exclusive deals, with the Qantas Group, Expedia Group, the Flight Centre Travel Group and Accor Group coming in to convert global publicity into booked Queensland holidays.
TEQ launched a major local and international publicity blitz, expected to reach tens of millions in Australia, New Zealand, United States, United Kingdom, Japan and Singapore – some of the state’s top international markets and countries where Bluey is also popular.
The television advert is fronted by the Queensland tourism industry’s own Robert Irwin, recently named Australia’s most popular broadcast personality.
TEQ is giving away a 12-night Queensland holiday, including a money-can’t-buy family experience at the Bluey’s World Brisbane event launch. Enter at www.queensland.com/blueysworld.
Tourism Whitsundays CEO Rick Hamilton said the Whitsundays was thrilled to be a part of such a huge campaign for Queensland.
“Being able to showcase the Whitsundays magic across global icons like Heart Reef and Whitehaven Beach, as well as other unique locations in our region, acts as a drawcard for international visitors,” he said.
“Tourism is a key player in our Whitsundays community, directly employing one-third of our residents.
“Our region’s tourism targets are quite ambitious and being part of such an internationally recognised campaign such as Bluey, helps support the state’s goals for growth.”
