Queensland Unveils Major Tourism Campaign Featuring Bluey to Boost Visitor Numbers

The Queensland government has launched its largest tourism campaign in over a decade, featuring the beloved cartoon character Bluey as its official face. The $9.2 million campaign, titled 'Bluey's world, for real life,' aims to attract an additional 1.3 million holidaymakers to the state by June 2025, generating an estimated $1.7 billion in revenue.

The campaign was officially launched at South Bank with a world record attempt at 'Keepy Uppy,' a favorite pastime of Bluey's family. Over 700 people participated in three official games played simultaneously in Brisbane, Cairns, and the Gold Coast, setting a new world record.

The campaign centers around a television commercial featuring Robert Irwin from Australia Zoo, who invites viewers to 'live in Bluey's world for real life.' The commercial showcases popular Queensland holiday destinations, including the Great Barrier Reef, the Gold Coast, and Brisbane, with the tagline 'Come and play in Bluey's world, Queensland.'

Premier Steven Miles emphasized the global appeal of Bluey, stating, *'For the past six years, Bluey and the backdrop of Brisbane has captivated audiences globally and now it's time to bring the world here to Queensland – Bluey's world for real life.'*

Why this matters: This campaign has significant economic implications for Queensland, as it aims to generate $1.7 billion in revenue and attract 1.3 million additional holidaymakers. The success of this campaign could have a positive impact on the state's tourism industry, creating jobs and stimulating local economies.

Tourism and Events Queensland (TEQ) has partnered with BBC Studios to leverage Bluey's international popularity. TEQ chief executive Patricia O'Callaghan remarked, *'Bluey is a true international team 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.'*

The campaign is expected to reach tens of millions of people in key markets such United States, United Kingdom, New Zealand, Japan, and Singapore. It aims to drive engagement and bookings through a series of strategic marketing efforts, including a global competition running from June 2-30, 2024.

An immersive Bluey's world experience is set to open at Brisbane's Northshore on November 7, offering fans a unique opportunity to engage with the character's world through interactive play features and guided experiences. This attraction is anticipated to generate over $18 million for the visitor economy.

The campaign also includes hundreds of travel deals from operators such as Qantas, Expedia, Flight Centre, and Accor, with over 600 Queensland holiday deals launching this week.

Brisbane Airport has expressed support for the campaign, following its continued investment in opening new international routes to the city. *'By the end of the year, Brisbane Airport will have the royal flush of North American carriers... which means there are lots of extra seats and we're confident this campaign will attract more visitors to Queensland,'* said Brisbane Airport chief Gert-Jan de Graaff.

Queensland's tourism industry, which supports 200,000 jobs, has rebounded since the state opened its borders after the pandemic. Most international visitors currently come from New Zealand and the United Kingdom, with the state aiming to regain its pre-pandemic market from China.

The 'Bluey's world, for real life' campaign represents a significant effort by Queensland to leverage the global popularity of Bluey and boost its tourism industry, aiming to attract millions of visitors and generate substantial revenue for the state.

Key Takeaways

• Queensland launches $9.2m tourism campaign featuring Bluey to attract 1.3m visitors by 2025.
• Campaign aims to generate $1.7 billion in revenue and create jobs in the tourism industry.
• Partnership with BBC Studios leverages Bluey's global popularity to reach tens of millions of people.
• Immersive Bluey's World experience to open in Brisbane, expected to generate $18m for the visitor economy.
• Hundreds of travel deals available, with Brisbane Airport supporting the campaign with new international routes.