July 28, 2021 | By Joyce DiMascio

Days Like This, Queensland’s new tourism campaign, has the potential to inspire PCOs and businesses to bring their events to Queensland.

That’s the message from Tourism and Events Queensland (TEQ) following this week’s launch of a warm and inviting new domestic tourism campaign.

On the sound bed of the classic Van Morrison hit, Days Like This, performed by Queensland musicians, Tia Gostelow and Busby Marou, the campaign shows sunny faces, doing fun things in extraordinary locations around the state.

Timing is critical in destination marketing and this campaign comes straight after the announcement in Tokyo last week that Brisbane will host the Olympic and Paralympic Games in 2032.

And as we learnt from the Sydney 2000 Olympic Games and the 2018 Commonwealth Games held on the Gold Coast, the reputation of Australia as a capable organiser of major business events is boosted from hosting major world events. In the decade leading up to the Brisbane Games in 2032, hundreds of business events and test events associated with Olympic movement will be held in Australia.

According to a TEQ spokesperson, the timing of this campaign is two-fold.

“Firstly, we’re able to take advantage of huge broadcast audiences watching the Tokyo Olympics, as well as Australian Survivor, which was filmed in outback Queensland. That provides a strong platform to launch this campaign.

“Secondly, Queenslanders have been incredible at supporting their local tourism industry and at another challenging juncture of the pandemic, with our state’s two major domestic markets in lockdown, the time was right to again inspire Queenslanders to explore their own state.”

TEQ Chief Executive Officer Leanne Coddington said launching Days Like This was an exciting step forward in marketing the state.

“We have been looking closely at how to take the next step to evolve our message towards more purposeful travel – where we show people that travelling in Queensland is good for their soul and can be good for the world as well,” Coddington said.

The campaign will be on TV, socials, print, broadcaster video on demand, cinema, and out-of-home, and launches initially in Queensland before it is extended to elsewhere in Australia and New Zealand later in the year. The 60-second spot sees imagery of various locations around Queensland as the song plays. Locations featured include The Whitsundays, outback Queensland, the Great Barrier Reef, and Brisbane.

Created by Rumble, the campaign comes a year after the agency was appointed as Tourism and Events Queensland’s master creative agency and created the ‘Good to Go’ domestic tourism campaign.

The $2.4 million campaign is part of the rollout of Queensland’s plan for economic recovery from COVID-19.

Queensland Minister for Tourism, Industry Development and Innovation, Stirling Hinchcliffe said the campaign encourages Queenslanders to support local tourism businesses.

“Right now, it starts with the almost three million Queenslanders predicted to watch the TV coverage of the Tokyo Games, and the top-rating Survivor Australia series filmed in outback Queensland,” he said.

Image: Tourism Australia