Bluey’s World For Real Life campaign showcases Gold Coast to world

The Gold Coast is set to feature heavily in the biggest Queensland tourism campaign in more than a decade, with the popular cartoon dog Bluey front and centre. SEE DETAILS AND VIDEO

The Gold Coast is set to feature heavily in the biggest Queensland tourism campaign in more than a decade.

The Bluey’s World For Real Life campaign launched to the world on Sunday with the popular Queensland cartoon dog front and centre.

The kids animation based on the Blue Heeler pup named Bluey has taken the world by storm – and Tourism and Events Queensland Chair Grant Hunt hopes the $9.2 million campaign will draw the world’s attention to the sunshine state.

“We’re inviting the world to come experience the incredible Bluey lifestyle,” he said.

“The Gold Coast is just down the road from Bluey’s home (Brisbane) so we know the Coast is going to feature very heavily in this campaign.”

Bluey and Bandit with Nell Carr 7 and Sophie Undery 8 as hundreds of fans gathered ito break the world record for the 'Keepy Uppy' game. Picture: Glenn Campbell

Tourism and Events Queensland partnered with Qantas, Expedia, Flight Centre Travel and Accor to provide more than 700 special offers in a bid to increase the state’s visitor economy by an extra $1.7 billion over the next 12 months.

Mr Hunt said Tourism and Events Queensland were pleased to be working with the British Broadcasting Corporation and the “entire Bluey team” to help welcome domestic and international visitors.

“In a globally competitive market Queensland must show the world what’s special about it,” he said.

“We have to cut through and be different – and we think this campaign does this for us in spades. To align Queensland’s brand with one of the greatest success stories at the moment and a global phenomenon was an opportunity just too good to pass up.”

As part of the campaign launch a world record-setting event took place at the Gold Coast’s Sheraton Grand Mirage Resort. The biggest game of ‘Keepy Uppy’ – a bit of balloon fun which featured in a Bluey episode – was achieved with hundreds of Gold Coasters joined by people in Cairns, Brisbane and other parts of the state playing simultaneously.

The games were showcased to the world. Experience Gold Coast head of visitor economy Rachel Hancock said the campaign offered second-to-none publicity for the city.

“Bluey is so loved around the world and our beautiful beaches are being shown across the globe – we can’t ask for much more publicity than that,” she said.

Rachel Hancock. Picture: Glenn Hampson

Ms Hancock said Gold Coast tourism was coming off a strong start to the year, but these campaigns were crucial in targeting international tourism and stimulating the family market.

“We had a $7.8 billion economy and we’re hoping to beat that over the next 12 months,” she said.

Southern Cross Tours Marketing Executive Zoe Abrahams echoed Ms Hancock citing a great start to the summer season.

“We’ve had a great summer season – but we can always do with more customers,” she said.

“There’s no denying there has been a little bit of a slump in domestic visitation over the last couple of months so anything the industry can do to support that – get bottoms on planes and people in hotel beds and onto our tourism attractions is going to be great for business.”

While the domestic market is a key focus of the Bluey’s World For Real Life campaign major international targets are New Zealand, United States, United Kingdom, Singapore and Japan.