Queensland is Bluey’s world – for real life.
That’s the latest major tourism marketing offensive Tourism and Events Queensland (TEQ) is kicking off today, in its biggest campaign in more than a decade.
Building on the global phenomenon, Queensland will be pitched as ‘Bluey’s world, for real life’, encouraging visitors from around the world to come and experience the Queensland lifestyle and what Bluey’s world is really like.
Tourism industry representatives and community groups will gather at locations around the state today as they aim to set a world record for the biggest Keepy Uppy game – inspired by one of Bluey’s favourite games where a balloon must be kept in the air as long as possible. The world record attempt will see hundreds of people keeping a giant red ball in the air, across multiple Keepy Uppy games spanning almost 2,000km across Queensland.
This partnership is a first between TEQ and BBC Studios and builds on the incredible popularity of Bluey to bring visitors to Bluey’s home state of Queensland and to explore the immersive Bluey’s World experience, set to open at Brisbane’s Northshore on November 7.
The campaign sees tourism heavyweights offer exclusive deals, with the Qantas Group, Expedia Group, the Flight Centre Travel Group and Accor Group coming in behind it to convert global publicity into booked Queensland holidays.
TEQ will launch a major local and international publicity blitz from today, expected to reach tens of millions in Australia, New Zealand, United States, United Kingdom, Japan and Singapore – some of the state’s top international markets and countries where Bluey is also popular.
The television ad is fronted by the Queensland tourism industry’s own Robert Irwin, recently named Australia’s most popular broadcast personality.
TEQ is giving away a 12-night Queensland holiday, including a money-can’t-buy family experience at the Bluey’s World Brisbane event launch. Enter at www.queensland.com/blueysworld
A major high-impact advertising campaign also kicks off today across Australia and New Zealand on television, print, digital, social media, out-of-home and with major media partners.
TEQ anticipates that the campaign will help support visitor growth to reach targets of an additional 1.3 million holiday visitors to Queensland who are estimated to spend an additional $1.7 billion by June 2025.
The Queensland Government, through Screen Queensland, has supported Bluey since inception in 2018 through its Post-Production, Digital and Visual Effects (PDV) incentive. Since then, 154 episodes of Bluey spanning three seasons have been produced.
Quotes attributable to Premier Steven Miles:
“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.
“We have the world’s best lifestyle, the best beaches, the best cities, the incredible outback, the Great Barrier Reef and people who love welcoming visitors to our unbeatable backyard.
“I invite everyone to come and experience for themselves the magnificent place the Heeler family couldn’t bear to move away from.”
Quotes attributable to Tourism Minister Michael Healy:
“We are absolutely stoked with this campaign inviting families from around the world to Queensland.
“We have seen the global smash hit that Bluey has become, and it just makes sense for us to work together and market this beautiful state to families who want their chance to experience what Bluey’s world is really like.
“When the Bluey’s World immersive experience was announced late last year, we said we would be backing it with serious marketing, and I am excited about what this campaign will bring for the 64,000-plus tourism businesses right across this state.”
Quotes attributable to Tourism and Events Queensland CEO Patricia O’Callaghan:
“In a globally competitive market, Queensland must show the world what makes us special.
“Bluey is a true international 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.
“Equally we are delighted that travel industry heavyweights the Qantas Group, Expedia Group, Flight Centre Travel Group and Accor Group have thrown their support behind this campaign. By working together we can influence travel decisions and drive conversion for families worldwide to come and visit Queensland.
“Our tourism industry employs more than 200,000 Queenslanders and we have very bold goals for industry growth that require us to think outside the square, lead with our unique strengths and be bold. This campaign delivers that in spades.”
