Queensland government taps Robert Irwin and Bluey in $9 million tourism campaign

Queensland government taps Robert Irwin and Bluey in $9 million tourism campaign
Edited by Travel Weekly


    The Queensland Government has tapped two of the state’s biggest stars in a $9 million tourism campaign, Arvind Hickman reports.

    Hundreds of Bluey fans in Brisbane’s South Bank, the Gold Coast’s Main Beach and Cairns’ Esplanade have set a world record for the biggest game of Keepy Uppy in a campaign to promote the ‘Sunshine State’.

    The activation, which spanned 2,000km and featured 702 Keepy Uppy ‘experts’, is part of a wider campaign to promote Queensland to the rest of the world. It sparked games of Keepy Uppy across the state yesterday, including at Whitehaven Beach in The Whitsundays, up and down the coast and even in the outback.

    It is one part of a campaign that encourages tourists to ‘Step into Bluey’s World’. Queensland is the home state of Bluey – the loveable blue heeler dog which is created by Joe Brumm and the location inspired by Brisbane’s South Bank.

    Robert Irwin, the popular TV presenter of I’m A Celebrity…Get Me Out Of Here, is also part of the campaign to promote the state.

    An immersive Bluey’s World immersive experience will be launching in Brisbane in November.

    The $9.2 million campaign will run across Australia, New Zealand, the United States, United Kingdom, Singapore and Japan – countries where Bluey is a smash hit – and tourists will have the chance to win a trip to the Queensland via a competition. It will span the full spectrum of media, including TV, social media (see below), out of home and press.

    The government is aiming to attract another 1.3 million holidaymakers to the state by June 2025, which a potential economic benefit of $1.7 billion in spending. Tourism and Events Queensland predicts Bluey’s World Brisbane alone will generate more than $18 million to the visitor economy.

    “We are absolutely stoked to invite families from around the world to Queensland,” Queensland Tourism Minister Michael Healy said. “We have seen the global smash hit that Bluey has become and it showcases the incredible lifestyle families enjoy here in Queensland. It’s time to invite the world to come and experience for themselves why Queensland is perfect to live, stay and play.”

    The cartoon Bluey is set in Brisbane, and inspired by scenes from South Bank.

    Tourism and Events Queensland CEO Patricia O’Callaghan said that it was important Queensland reminded the world what makes it special in a globally competitive tourism market.

    “Bringing the Bluey’s World Brisbane immersive experience to Queensland means fans from around the world have a chance to experience Queensland’s world-class icons and landscapes, such as our beaches, rainforests, the outback and our Great Barrier Reef,” she said.

    “We could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s world for real life, right here in Queensland.”

    BBC Studios director of brands and licensing ANZ Kate O’Connor said the Bluey’s World Brisbane immersive experience will allow fans of all ages to step inside in the Heeler’s iconic family home.

    This week, Travel Weekly will also be in Queensland for TravelDAZE the conference that presents big ideas for the Travel Industry.

    Travel Weekly will also be joining our B&T colleagues for their Cannes in Cairns, presented by Pinterest conference where the cream of the creatives industry is also descending upon Far North Queensland for thought-provoking and inspiring conference sessions, social events and networking.

    Latest News

    • Regional
    • Tour Operators

    On Foot Holidays launches Ligurian Hills hiking tour promotion

    Australians can explore Italy’s Ligurian Hills on foot on a self-guided, inn-to-inn hike with Onn Foot Holidays new promotional rates. Liguria is a coastal region in north-western Italy near the French border, known for its mountains, rolling hills and seaside ports. On Foot Holidays’ seven-night holiday begins with two days of walking through vineyards and […]

    • Products

    Mandarin Oriental takes a dive into swimwear with $360 board shorts

    If you were inspired by The Inspired Unemployed’s Liam Moore limited-edition pair of Budgy Smugglers but want a bit more coverage, then here’s your chance. The Orlebar Brown brand has introduced an original design of the Bulldog swim short for Mandarin Oriental hotels – yours for a snip at US$242.25 (AU$360). They have been “designed […]

    • Health & Wellness
    • Luxury

    Trisara showcases sustainable dining via wellspring program

    Phuket-based resort Trisara is transporting guests from resort to farm to table then back again courtesy of a new limited-time program, Wellspring. The package is a collaboration with Tri Vananda, a US$182 million (AU $270 million) wellness community in northern Phuket, conceived by Montara Hospitality Group, the owners of Trisara. In addition to entitling guests […]

    • Aviation

    Emirates SkyCargo expands fleet with five Boeing 777 freighters

    Emirates SkyCargo announced an investment of US$1 billion (AU$1.484b) to expand its fleet with an order of five new Boeing 777 freighters. The investment follows a strong performance in the first quarter of the 2024/25 financial year. Emirates SkyCargo expects the new freighters to increase its capacity by 30 per cent. The increase enables the […]

    • Events
    • Tour Operators

    ITE HCMC 2024 focuses on sustainable tourism for creating a future

    The 18th annual International Travel Expo Ho Chi Minh City (ITE HCMC) will take place from 5 to 7 September at the Saigon Exhibition and Convention Center. Under the theme “Responsible Travel, Creating Future”, the expo will highlight its dedication to promoting sustainable tourism practices and showcasing innovative tourism products and services to meet rigorous […]

    • Appointments

    Seasoned pro Chris Waite goes out on his own in corporate affairs & communications

    Seasoned tourism and hospitality industry corporate affairs and communications professional Chris Waite has unveiled his new consultancy. Drawing on his 25 years of experience across Australia, Europe, and Asia, Chris Waite Corporate Affairs & Communications is dedicated to helping businesses build and safeguard their most valuable asset: their reputation. Waite will focus on delivering results through […]