Bluey and Robert Irwin to spearhead new Queensland tourism campaign featuring incredible holiday deals
Bluey is already one of Queensland’s most famous exports and now the loveable cattle dog is teaming up with another homegrown luminary to lure visitors to the Sunshine State. WATCH THE VIDEO
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Homegrown cartoon superstar Bluey will front Queensland’s biggest-ever tourism pitch in a blockbuster campaign aimed at luring visitors from around the world to the Sunshine State.
The invitation to visit Bluey’s World For Real Life features a television commercial starring Bluey and Australia Zoo royalty Robert Irwin along with stunning images of classic Queensland destinations while hundreds of travel deals from operators including Qantas, Expedia, Flight Centre and Accor will also serve to entice travellers.
It is understood the $9.2 million project is Tourism and Events Queensland’s biggest outlay on a campaign, beating even the wildly successful Best Job in the World competition more than a decade ago.
The Bluey campaign is expected to reach the eyeballs of tens of millions of viewers in some of Queensland’s most important markets including the US, UK, New Zealand, Japan and Singapore as well as in other states throughout Australia.
TEQ analysis anticipates the campaign will help attract an additional 1.3 million holiday visitors to Queensland who are estimated to spend an additional $1.7 billion by June next year.
The campaign also coincides with the opening of the Bluey’s World experience in Brisbane in November.
In much the same way The Lord of the Rings delivered a tourism goldmine for New Zealand, Bluey – and the cartoon’s frequent glimpses of iconic Queensland settings, has already raised the profile of the Sunshine State for fans of the show, but that exposure can go Next Level with the new campaign.
In the TV ad, Robert Irwin tells audiences they can “come play” in Bluey’s Real Life home of Queensland, before kickstarting a game of Keepy Uppy, a favourite pastime of the Heeler family involving keeping red balloons in the air for as long as possible.
To coincide with the campaign launch, an attempt to set a world record for the biggest Keepy Uppy game will take place at locations across Queensland on Sunday morning.
Arguably Brisbane’s biggest export since the Bee Gees, Bluey, a wholesome show about the adventures of a canine family living in suburban Brisbane, is a global phenomenon which airs in more than 60 countries.
In the US, a major tourism market for Queensland with a population of almost 350 million people, Bluey was the second most streamed television program last year.
Bluey is also Australia’s top-rating children’s show and the most-streamed show on the ABC iview platform, while last month’s special extended episode attracted more than 10 million views worldwide on the Disney streaming service.
It all adds up to a golden opportunity for Queensland tourism to capitalise on a ready-made fanbase.
Queensland Premier Steven Miles said Bluey was the perfect ambassador to front the state’s new tourism push.
“For the past six years, Bluey and the backdrop of Brisbane has captivated audiences globally and now it’s time to bring the world here to Queensland – Bluey’s World For Real Life,” he said.
“We have the world’s best lifestyle, the best beaches, the best cities, the incredible outback, the Great Barrier Reef and people who love welcoming visitors to our unbeatable backyard.
“I invite everyone to come and experience for themselves the magnificent place the Heeler family couldn’t bear to move away from.”
State Tourism Minister Michael Healy said the choice of Bluey “made sense”.
“We have seen the global smash hit that Bluey has become, and it just makes sense for us to work together and market this beautiful state to families who want their chance to experience what Bluey’s world is really like,” he said.
“When the Bluey’s World immersive experience was announced late last year, we said we would be backing it with serious marketing, and I am excited about what this campaign will bring for the 64,000-plus tourism businesses right across this state.”
TEQ CEO Patricia O’Callaghan said Bluey’s worldwide appeal gave Queensland a leg-up in the increasingly competitive tourism market.
“In a globally competitive market, Queensland must show the world what makes us special,” she said.
“Bluey is a true international sensation and we could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s world for real life here in Queensland.”
More than 600 Queensland holiday deals will also go on sale this week including a massive $1300 off the cost of a Gold Coast family holiday through Flight Centre while a competition will offer a shot at a 12-night Queensland family holiday including visits to the Great Barrier Reef, the Gold Coast and the Bluey’s World immersive experience in Brisbane.
CLICK HERE for your chance to win a trip to Bluey’s World
* Check out the Queensland holiday deals on Monday in The Courier-Mail
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