A new $1 million summer tourism campaign, launched today by Lord Mayor Graham Quirk, reveals Brisbane to be a capital worth visiting for the sake of lifestyle and events.
But tourists chasing fine wine or world-heritage beauty are recommended to travel to Ipswich or the Scenic Rim by the created 'Insider Guide to Brisbane' which forms the basis of the new marketing push.
Though created by the Brisbane City Council body Brisbane Marketing, and expected to generate up to $13.5 million in tourism revenue for the capital, the guide promotes neighbouring council regions as key reasons to visit city.
According to the guide, Ipswich is the place to go for state-of-the-art parks, horse riding, museums and fine wine, with a string of local vineyards listed alongside mention of helicopter winery tours among the top ten things to do in the region.
The Scenic Rim is similarly pitched, with grape trails featured next to luxury camping, world heritage national parks and cosy bed and breakfasts in the area's main attractions.
Brisbane itself is poised as a vibrant, cosmopolitan metropolis, with a must-do list spanning the Lone Pine Koala Sanctuary, Mt Coot-tha lookout, South Bank, Cultural Centre and shopping at the Queen Street Mall.
Three video ads launched as part of the campaign further emphasises this vibrancy according to the Lord Mayor who said the push was designed to drive the city's economic development by attracting tourists from nearby regions.
It had been three years since the city had developed tourism campaign television advertising Cr Quirk said, with the new clips showcasing the “special local experiences” making Brisbane “great for visitors”.
“This campaign is a great opportunity for Brisbane to showcase its unique 'insider' experiences and attractions that let visitors experience our city like a local,” Cr Quirk said.
“It's about promoting Brisbane and surrounds as a vibrant destination for our neighbouring regions, such as the Sunshine Coast, Toowoomba, the Gold Coast/Tweed and northern New South Wales, to take a short city break.”
In addition to television advertising, the Insider Guide to Brisbane campaign will feature regional billboard displays, newspaper and digital advertising, and public relations activities targeting regional and national press, radio and television.
Key features of Brisbane outlined include the upcoming 7th Asia Pacific Triennial of Contemporary Art at the Gallery of Modern Art, major live theatre events at the Queensland Performing Arts Centre and high-profile sporting events such as the Brisbane International tennis tournament, NRL All Stars and Brisbane Heat cricket and Brisbane Roar football fixtures.
The guide also paints Brisbane as the gateway to island fun, with profiles of key attractions at Moreton Bay and surrounds showcasing the seafood and marine tourism credentials of the neighbouring council are.
The Boondall wetlands rate a mention, with the guide recommending a “self-guided walk exploring the natural ecosystem”.
A range of recommended itineraries are also featured, with a day in Brisbane suggested to start with an exploration of the city's “urban villages” at New Farm or Portside, and concluding with a glass of wine at one of GoMA's Up Late sessions, which run on Fridays during major exhibitions.
Top ten 'insider' things to do in Brisbane according to the guide include:
- Cuddle a koala and feed the kangaroos at Lone Pine Koala Sanctuary
- Cruise the river
- Shop at Queen Street Mall
- Swim at South Bank
- Climb the Story Bridge
- Take in the view from Mt Coot-tha
- Visit the cultural precinct
- Kayak or abseil at the Kangaroo Point Cliffs
- Visit the XXXX brewery
- See a band in Fortitude Valley
The guide is available online via Brisbane Marketing.