Brisbane campaign targets New Zealand

A new advertising campaign by Brisbane City Council targets New Zealanders and North Queenslanders for the first time.
A new advertising campaign by Brisbane City Council targets New Zealanders and North Queenslanders for the first time. Photo: Courtesy: Brisbane Marketing

Brisbane's burgeoning laneway culture and South Bank's 'beach' are being used to sell the city as a travel destination to Kiwis in a new campaign.

The "autumn/winter campaign" will not only run in usual target markets Sydney and Melbourne but also be featured in New Zealand and North Queensland for the first time.

Brisbane City Council has spent $2 million on the Brisbane Marketing-managed campaign which consists of a series of advertisements on television, billboards, buses and the internet.

The campaign is in partnership with regional councils and is expected to inject $54 million into the economy.
The campaign is in partnership with regional councils and is expected to inject $54 million into the economy. Photo: Courtesy: Brisbane Marketing

Some of the television spots open with a scene from South Bank's fake beach on a gorgeous day before cutting to coffee and breakfast cafes.

In a nod to the city's laneway rejuvenation one of the spots features the Brew bar in Burnett Lane where a street performer is seen putting on a show outside.

Lord Mayor Graham Quirk said the campaign is expected to bring hundreds of thousands of people to Brisbane, injecting $54 million into the economy.

A billboard image from the "autumn/winter campaign".
A billboard image from the "autumn/winter campaign". Photo: Courtesy: Brisbane Marketing

"New Zealand is Brisbane's top international source market so it makes sense for Brisbane Marketing to work with Tourism and Events Queensland and the industry to extend our presence in this important market," he said.

The campaign is in partnership with regional councils which are also showcased in the advertisements, such as the Lockyer Valley, Moreton Bay, Logan City, Ipswich City, Redlands, Somerset and the Scenic Rim.

Tangalooma resort is a focus of one of the advertisements with aerial shots of the beaches on a pristine day as well as people snorkelling in the area and feeding dolphins.

Tangalooma Island is a focus of one of the advertisements with aerial shots of the beaches.
Tangalooma Island is a focus of one of the advertisements with aerial shots of the beaches. Photo: Courtesy: Brisbane Marketing

Local councils around Brisbane have contributed a total of $833,000. Cr Quirk said he was "pleased" with the partnership.

Tourism Minister Jann Stuckey said the state government had also thrown in money and upcoming events such as the Bolshoi Ballet, Brisbane Racing Carnival and the British and Irish Lions matches were being used to sell the city.

"Tourism and events are intrinsically linked and this campaign will deliver economic and social benefits to the entire community," she said.

"Brisbane has a very exciting calendar of events scheduled over the winter months, add this to our enviable climate and we expect this campaign to deliver great results for our capital city.

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