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Tourism Queensland kicks off marketing blitz in the UK

Monday 23 April 2012

Tourism Queensland is kicking off an AUD$340,000 marketing blitz in the UK this week through one of the world’s largest online travel sites to lure more British travellers to Queensland.

Tourism Queensland CEO Anthony Hayes said the blitz would start with a joint campaign between Tourism Australia, Tourism Queensland, Tourism Western Australia and the UK’s largest online travel provider Expedia.co.uk.

“While the campaign’s goal is to encourage Brits to visit Australia in the first instance, Queensland will feature predominantly in all promotions,” Mr Hayes said.

“The Expedia campaign will entice British travellers to Queensland through competitive discounts on accommodation and flights.

“Brits will be offered 40 percent off hotels and a £100 cash-back voucher on every flight and hotel booking made over £1,000 to further spend on the ground in Queensland and Australia.

“Campaign promotion will occur via Expedia.co.uk, online advertising and e-newsletter blasts to Expedia’s 600,000 UK subscribers.”

Mr Hayes said Tourism Queensland would also host 19 UK travel agents beginning this weekend for eight days as they experienced Queensland first-hand.

“A number of these agents won a spot on this famil to Queensland through Tourism Queensland’s ‘iQ Factor’ trade marketing campaign in 2011 which encouraged UK travel agents to compete against each other on their knowledge of the Sunshine State,” he said.

“Other agents attending the famil were selected after participating in Tourism Queensland’s 2011 ‘Queensland on Tour UK’ trade mission.

“The 19 agents will have the chance to experience and enjoy the Queensland product they have been selling to locals back home in the UK when they arrive next month.

“They will enjoy a visit to Brisbane, Gold Coast, Sunshine Coast, Fraser Coast, the Whitsundays, the Southern Great Barrier Reef and Tropical North Queensland.”

Mr Hayes said the UK was a crucial market for Queensland with the state welcoming 197,000 UK visitors in the year to December 2011.

“In the same period UK visitors spent $355 million on their trips to the state,” Mr Hayes said.

“This is why we are running campaigns in the UK targeting first-time travellers and offering value-for-money holiday deals.

“Trade development is also important as travel agents are the ones on the ground selling holidays directly to UK travellers and we want them to be as knowledgeable as possible about Queensland and what we have to offer as a tourism destination.”

For more information on the Expedia campaign visit www.expedia.co.uk

Further information:
Tourism Queensland – 3535 5840



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