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Summer Holidays Tourism Campaign by Brisbane Marketing, Australia

Brisbane, Australia's New City, holidays tourism that designed to drive the city's economic development by attracting tourists from nearby regions.

Brisbane, Australia’s New City, holidays tourism marketing campaign for summer by Brisbane Marketing.

Launched in November 2012, the tourism marketing campaign highlighted Brisbane’s energy, major events and the distinctive experiences available in the surrounding areas, such as Moreton Bay and Scenic Rim.

Valued at $1 million, Brisbane Marketing was designed to drive the city’s economic development by attracting tourists from nearby regions. Targeted at locals and visitors alike, the new tourism campaign is accompanied by a destination website, http://www.visitbrisbane.com.au, which featured a user-generated element known as “My Favourite Spot” based on 12 monthly themes.

As part of the integrated campaign strategy, three television ads with three themes – “lifestyle”, “out and about” and “what’s on” – rolled out to support the campaign. The ads showcased fantastic options for dining, shopping, touring, natural experiences, outdoor activities, sport, art and culture.

In addition to television advertising, the Insider Guide to Brisbane campaign also featured billboard displays on regional commuter buses, advertising in regional newspapers, a 20-page The Sunday Mail lift-out, a six-page feature in Qantaslink’s Spirit inflight magazine, digital advertising and public relations activities targeting regional and national press, radio and television.

The tourism marketing campaign focuses on Brisbane’s premier season of events, including the 7th Asia Pacific Triennial of Contemporary Art at QAGOMA, international stage sensations Driving Miss Daisy and SOUTH PACIFIC at QPAC, the Woodford Folk Festival and major sporting events such as the Brisbane International tennis tournament, NRL All Stars and Brisbane Heat cricket and Brisbane Roar soccer fixtures.

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