Community
7 June, 2024
Gateway to Bluey’s world
QUEENSLAND-born cartoon megastar Bluey is the face of for the state’s largest tourism campaign – worth more than $9 million – to lure visitors from around the globe to the Sunshine State.
Holidaymakers are being invited to visit Bluey’s ‘world for real life’ in a television commercial feature the cartoon character and Australia Zoo’s Robert Irwin.
Tropical North Queensland has a starring role in Tourism and Events Queensland’s 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 live the Bluey lifestyle in Queensland.
Following its debut in Australia in 2018, the award-winning animated global TV phenomena Bluey has gained millions of fans around the world.
The partnership is a first between Tourism and Events Queensland (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 has launched a major local and international publicity blitz, 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.
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.
TEQ estimates 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.
Queensland Tourism Minister Michael Healy said “we are absolutely stoked to invite families from around the world to Queensland”.
“We have seen the global smash hit that Bluey has become and it showcases the incredible lifestyle families enjoy here in Queensland,” he said.
Tourism and Events Queensland chief executive officer Patricia O’Callaghan said 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,” she said.
Tourism Tropical North Queensland chief executive officer Mark Olsen said “Tropical North Queensland is ready to welcome Bluey fans wanting to experience the Great Barrier Reef, one of the world’s oldest rainforests, and our year-round warm tropical lifestyle”.
