Destinations

Queensland channels Van Morrison in new $2.4m tourism campaign

With tough times for Queensland’s tourism industry ongoing, locals are again being urged to support it with the launch of a $2.4 million campaign.

‘Days Like This’ showcases a range of popular tourist spots and features Van Morrison’s classic hit of the same name, which has been re-recorded and given a distinctly Queensland feel by local musicians Tia Gostelow and Busby Marou.

 

Tourism Minister Stirling Hinchliffe said the campaign is the first step in a long-term strategy to support our tourism industry, with further investment at the right time.

“In the short term, this campaign is targeted at encouraging Queenslanders to support local tourism businesses,” Hinchliffe said.

“We know the continuing restrictions due to COVID is impacting our tourism industry, particularly those to protect us from the new highly infectious Delta strain.

“When it’s safe to ease travel restrictions, the campaign will be extended with further funding to lure other Aussies and Kiwis to experience Days Like This in Queensland and further boost our industry.

Queensland’s Tourism Minister said millions of people around the world are now talking about the state after its successful Brisbane 2032 bid.

“We will continue to capitalise on our successful Olympics bid in showcasing our great state in coming years,” Hinchliffe said.

“The Palaszczuk government is absolutely committed to supporting the tourism industry to maximise Queensland’s games opportunities for our COVID-19 Economic Recovery Plan.

“We think the Days Like This campaign will stir emotions and show Queensland is the place to be for worthy holiday memories that will last a lifetime.”

Tourism & Events Queensland CEO Leanne Coddington said Days Like This was an exciting step forward in marketing the state.

“We have been looking closely at how to take the next step to evolve our message towards more purposeful travel – where we show people that travelling in Queensland is good for their soul and can be good for the world as well,” she said.

“The time is right as we emerge from COVID restrictions and seek to reconnect with friends, family and our environment, and we look to simplify things and enjoy moments with those we love.

“A major campaign like this aims to keep Queensland first in people’s minds when they’re planning and booking their next trip.

“It is an exciting time to explore Queensland, with a thriving events calendar just released for the second half of the year, incredible destinations and experiences right around the state and the celebration of the Year of Indigenous Tourism in Queensland this year.

“The campaign perfectly highlights the breadth of experiences across Queensland, being filmed in 14 locations around the state, from Millaa Millaa Falls in the Far North’s Tablelands to Charlotte Plains Station in Outback Queensland, the Gold Coast’s Hydrofoil tours and Brisbane’s Howard Smith Wharves.”

The campaign, which came to life with the help of Rumble Strategic Creative, will appear on TV and broadcast video on demand, in cinemas and print, and across out-of-home and social channels.



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