Brisbane tourism campaign sells endless summer to southern travellers

Brisbane is unveiling a new secret weapon in the battle for Australian tourism supremacy – awesome autumn weather. And now, post-Covid, it’s game on in an aggressive arms race for tourist dollars. SEE THE NEW CAMPAIGN VIDEOS.

Brisbane is unveiling a new secret weapon in the battle for Australian tourism supremacy – awesome autumn weather.

While the coronavirus pandemic brought the tourism industry to its knees, Queensland fared significantly better than other states, but it’s now game on in an aggressive arms race as major rivals NSW and Victoria rebuild their own tourism sectors.

Brisbane’s tourism leaders are banking on the launch of a new campaign on Sunday to give prospective travellers from interstate a serious case of weather envy to stimulate visitation during the typically quiet months either side of the Easter holidays.

Matt and Jill Gohdes, and sons Ky, 1, Vinny, 6, and Jett, 5, enjoy the rooftop pool at Crystalbrook Vincent, the 5 Star Luxury Hotel Located In Howard Smith Wharves, Brisbane. Photo: Steve Pohlner

Brisbane’s coming of age in recent years has seen an end to the sniggers of southerns condemning the Queensland capital as a cultural backwater and the River City is now poised to have the last laugh with the slick new campaign.

With print and television advertisements featuring Brisbane’s array of sparkling rooftop pools, sun-soaked riverfront venues and island getaways in Moreton Bay, the “Summer’s still calling” campaign is a subtle dig at the dropping mercury about to send southern states in to six months of gloomy purgatory.

Brisbane Lord Mayor Adrian Schrinner said the campaign was an unapologetic reminder to southerners that the term ‘cooler months’ was subjective.

Brisbane Lord Mayor Adrian Schrinner. Picture: Lyndon Mechielsen

“With Brisbane’s average Autumn temperatures sitting at around 27 degrees, Melbourne and Sydney can’t compete with the mercury for travellers chasing the sunshine,” he said.

“When Autumn hits in Sydney and Melbourne, the sun doesn’t just set in the evening, it sets for the next two seasons.

“Yet here in Brisbane we continue to enjoy warm weather, a fantastic outdoor lifestyle along with a great range of experiences and outdoor venues.

“This campaign highlights some of the best of Brisbane (and) I’m confident it will entice people to leave the gloomy colder climate of the southern states and come visit the capital of the Sunshine State.

“Our growing reputation as a tourism destination will just gather momentum as we get closer towards the Brisbane 2032 Olympic and Paralympic Games.”

The campaign is bolstered by a partnership with online travel booking giant Expedia in a bid to generate an extra $18 million in holiday bookings over the coming months.

Imagery from the new Brisbane tourism campaign aiming to lure southerners here during autumn. Picture: supplied

Anthony Ryan, CEO of Brisbane Economic Development Agency, said the campaign would target a range of Australian travellers to make the most of Brisbane’s growing leisure and events experiences.

“Summer may be over, but Australians can still chase that carefree summer holiday feeling in beautiful Brisbane,” Mr Ryan said.

“By highlighting our region’s unique and diverse experiences, we can build on our strong visitation momentum and attract Australians to book a Brisbane getaway.

“Home to a mix of modern and distinct precincts, visitors can explore the best of Brisbane and our outdoor lifestyle across the city, South Bank, Howard Smith Wharves, Fish Lane, James Street and Fortitude Valley.

“What’s exciting is Brisbane is constantly evolving and we expect travellers will want to return year after year to experience the city’s new offerings.”

The campaign will run until May, targeting key audiences in Sydney, Melbourne, Perth, Hobart and across Queensland.

Moreton Island is a tourism jewel on Brisbane’s doorstep.