Destinations

Queensland brewing company creates ‘The Big Slab’ attraction to boost state’s tourism industry

Queensland’s Balter Brewing Company has unveiled a new tourist attraction to help rejuvenate the state’s tourist economy – and its beer sales, of course.

‘The Big Slab’ is positioned on the M1 at Yatala and aims to attract families – specifically, “fathers and children that probably should have moved out of home” – from around the country.

“The Big Slab follows a proud Australian tradition of putting massive things by the side of the road,” Stirling Howland, brand director of Balter Brewing Company, explained.

The attraction was recently unveiled at a launch event by co-founding member and surfing legend Mick Fanning (pictured below).

A social campaign that gives Big Slab visitors the chance to win drinkable miniature Big Slabs is running through Facebook and Instagram with the help of Deloitte Digital, and has already given away over 150 XPA slabs to enthusiastic visitors.

Balter has also created limited-release Big Slab merchandise including shirts, tea towels and stubby coolers. All profits are going to hospitality Tipjar, which aims to raise $100,000 to support COVID-affected food and beverage workers.

Matt Lawson, chief creative officer at Deloitte Digital, said: “A lot of people are saying it’s just a picture of a slab on a billboard, and we say to those people: come down and see for yourself – just please don’t look at it from the side.”

This bizarre new attraction has already drawn the likes of surfing legend Mick Fanning and his baby boy, and we have photographic evidence to prove it.


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