The Brisbane Economic Development Agency (BEDA) has launched an exciting new domestic tourism campaign called “Favours the Bold” in collaboration with VML and dentsu Queensland Brisbane. This innovative campaign aims to challenge perceptions of Queensland’s capital city and showcase its unique charm to Australian travelers.
Brisbane has rapidly become one of Australia’s leading destinations, with a wide range of attractions and experiences that continue to captivate both domestic and international tourists. From luxurious accommodations to progressive dining options, vibrant galleries and museums, ancient rainforests, and stunning beaches, Brisbane truly offers something for everyone.
According to Lord Mayor Adrian Schrinner, Brisbane’s popularity as a holiday destination is on the rise, attracting attention from renowned global publications such as TIME Magazine, Frommers, and The New York Times. Visitors from states like Victoria and New South Wales have shown a significant increase in interest, with visits up by an average of 19% compared to the previous year.
The new tourism campaign will be launched during the AFL opening round, highlighting Brisbane’s world-class culinary scene, major events calendar, and breathtaking natural wonders. The goal is to inspire travelers from southern states to book their next trip to Australia’s best city.
Brisbane’s General Manager of Marketing, Callum Wood, emphasizes the city’s unstoppable momentum and the need to showcase its bold and unique offerings. The “Favours the Bold” campaign is designed to inspire travelers from across the country to step out of their comfort zones and try something new.
Supported by targeted creative and media strategies, the campaign will reach Brisbane’s most lucrative market segments through innovative and engaging placements. The focus is on custom audience segmentation research to ensure that the campaign effectively captures the attention of potential visitors.
Collaborating with dentsu Queensland, the media approach includes dynamic programmatic out-of-home advertising, guerilla street posters, interactive BVOD formats, local TikTok creators, and AFL integration. Additionally, partnerships with leading content platforms like The Urban List and ARE Media will further boost the campaign’s reach.
As the campaign unfolds, there will also be earned media activities such as pop-up activations in Sydney and Melbourne, as well as collaborations with renowned travel trade partners. This comprehensive approach aims to generate demand for Brisbane and convert it into actual bookings.
Brisbane’s “Favours the Bold” campaign presents a fresh and exciting perspective on the city as a modern global destination. Travelers are invited to connect with Brisbane through their personal passions and interests, with ample opportunities to explore and experience growth and opportunity in this vibrant city.
Discover the bold and unmistakable flavor of Brisbane and be prepared to be captivated by its natural beauty, cultural experiences, and dynamic atmosphere. Plan your next adventure to Brisbane and embrace the unexpected.
FAQ:
1. What is the name of the domestic tourism campaign recently launched by the Brisbane Economic Development Agency (BEDA)?
The campaign is called “Favours the Bold.”
2. Who collaborated with BEDA in launching the tourism campaign?
BEDA collaborated with VML and dentsu Queensland Brisbane for this campaign.
3. What is the main objective of the campaign?
The campaign aims to challenge perceptions of Brisbane and showcase its unique charm to Australian travelers.
4. What are some of the attractions and experiences offered by Brisbane?
Brisbane offers a wide range of attractions, including luxurious accommodations, progressive dining options, vibrant galleries and museums, ancient rainforests, and stunning beaches.
5. Has Brisbane seen an increase in interest from domestic travelers?
Yes, visits from states like Victoria and New South Wales have increased by an average of 19% compared to the previous year.
6. When will the campaign be launched?
The campaign will be launched during the AFL opening round.
7. What are some of the marketing strategies employed in the campaign?
The campaign includes targeted creative and media strategies, such as dynamic programmatic out-of-home advertising, guerilla street posters, interactive BVOD formats, local TikTok creators, and AFL integration.
8. Which content platforms will be partnering with the campaign to increase its reach?
The campaign will partner with leading content platforms like The Urban List and ARE Media.
9. What are some of the earned media activities planned as part of the campaign?
There will be pop-up activations in Sydney and Melbourne, as well as collaborations with renowned travel trade partners.
Definitions:
1. BEDA: Brisbane Economic Development Agency, an organization promoting economic development in Brisbane.
2. VML: A global marketing agency that collaborated with BEDA for the campaign.
3. dentsu Queensland Brisbane: A marketing agency in Queensland that collaborated with BEDA for the campaign.
Related Links:
– Visit Brisbane
– The Urban List – Brisbane
– ARE Media
