Brisbane seeks bold & outgoing travellers in latest ad campaign

Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold this week, appealing to those who search for the unexpected to discover the new Brisbane.

Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, and continue to drive record growth for Brisbane’s visitor economy.

Building on the city’s momentum, the campaign leans into Brisbane’s unique charm, evoking a sense of intrigue to entice Australians to discover the ever-evolving city.

From sophisticated accommodation to innovative dining, riverside galleries and museums, ancient rainforests and globally acclaimed beaches, Brisbane has fast become a leading Australian destination which continues to enthral domestic and international travellers.

O’Reillys Rainforest Retreat – Brisbane Economic Development Agency

Lord Mayor Adrian Schrinner said the campaign would encourage visitors from southern states to book their next trip to Brisbane.

“Brisbane’s popularity as a holiday destination continues to soar, as we attract incredible accolades from global publications like TIME Magazine, Frommers and The New York Times that highlight everything our great city has to offer,” Schrinner said.

“Victorian and New South Wales travellers are the most eager, with visits from those states up on average 19 per cent from last year.

“Our new tourism campaigns will debut during AFL opening round, showcasing Brisbane’s worldclass culinary scene, packed major events calendar and stunning natural wonders, inspiring our southern neighbours to book their next trip to Australia’s best city.

“Internationally, we continue to support new aviation routes to Brisbane from key markets, including China and North America, to entice visitors from around the world to soak up the best of Brisbane.”

Ocean View Estates x Elite Helicopter – Brisbane Economic Development Agency

BEDA general manager of marketing, Callum Wood, said Brisbane’s unstoppable momentum is celebrated in the new campaign.

“Brisbane has fast become a must-visit destination, with the latest data revealing record visitor spend up 35 per cent YoY,” Wood said.

“With recent accolades recognising Brisbane’s status as a global destination, it’s vital that we keep that momentum going, through activity that showcases the city’s bold and unique offering.

“Our ‘Favours the Bold’ campaign heroes the region’s incredible experiences and aims to inspire travellers from across the country to try something new.

“Through hyper-targeted creative and media, the campaign will harness custom audience segmentation research to reach Brisbane’s most lucrative market segments through innovative and engaging placements.”

Brisbane Favours the Bold will roll out across the country from 4 March 2024.

Featured Image: Vertigo Brisbane Powerhouse – Brisbane Economic Development Agency

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Adrian Schrinner BEDA Brisbane Economic Development Agency Brisbane Favours the Bold