The new Queensland tourism campaign is all geared up to find its next ideal vacation spot

Monday, April 2, 2018

By now, over half of Australians thought ‘Beautiful one day, perfect the next’ was the tourism tagline of Queensland, even before the launch of a new campaign on Sunday, as per the new research.

 
The tourism slogan of the 1990s was even picked up by the former US president Barack Obama at the time of his G20 speech four years back in Brisbane has been offered like a new lease of life with the evolution of ‘find your perfect next’ to attract the next generation travelers.

 
Nevertheless, as per the research commissioned by Tourism and Events Queensland, (TEQ) around 60 percent of Australian respondents said that they imagined it to be the official tourism slogan of Australia.

 
Earlier campaigns ‘Where else but Queensland?’(18.8 per cent) and ‘Where Australia Shines’ (7.3 per cent) simultaneously attracted more appreciation from survey respondents, as 6 percent thought the controversial ‘Where the bloody hell are you?’ Lara Bingle was introduced to fame by Tourism Australia ad and was actually Queensland’s current marketing effort.

 
TEQ CEO Leanne Coddington mentioned that it was not quite surprising that the slogan had powerful brand recognition.

 
“We know that when people think of Queensland they think of that slogan,’ she said.
“People resonate with that message, so we’ve taken it to the next generation.

 
“It’s epitomising the lifestyle and all that Queensland has to offer.”

 
Merely 2 percent of respondents rightly identified the actual tourism slogan of ‘I know just the place’. However, Ms. Coddington explained that the new campaign was not an admission that the earlier attempts were unsuccessful to reverberate with audiences.

« Back to Page

• Queensland government announces major tourism plan

• Queensland BOM forecasts heavy rainfall, severe storms and heatwave warnings

• $19.6 billion expenditure record for Queensland tourism

• BOM: Queensland residents to brace for turbulent wind and torrential rainfall

• Music festivals take regional Queensland road trip