Bluey and Robert Irwin team up to attract visitors to Queensland

Queensland has enlisted beloved cartoon character Bluey and Australia Zoo’s Robert Irwin to attract visitors to the state through a major international tourism campaign.

The $9.2 million campaign from Tourism and Events Queensland was officially launched on Sunday morning at South Bank with a world record attempt at “Keepy Uppy”, a favourite pastime of Bluey’s family, which involves keeping a red balloon in the air for as long as possible.

The “Bluey’s world, for real life” campaign launch in Brisbane on Sunday.Credit: Neesha Sinnya

A new world record was set, with adjudicators from The Australian Book of Records overseeing three official games played simultaneously by more than 700 people in Brisbane, Cairns and on the Gold Coast.

The biggest Tourism and Events Queensland campaign in more than a decade centres around a television commercial in which Irwin asks: “Ever wished you could live in Bluey’s world for real life?”

This is followed by a montage of popular Queensland holiday destinations such as the Great Barrier Reef, the Gold Coast and Brisbane, alongside the tagline, “Come and play in Bluey’s world, Queensland”.

The campaign aims to attract an extra 1.3 million travellers to the state and reach tens of millions of viewers in key markets such as the US, UK, New Zealand, Japan and Singapore, as well as visitors from interstate.

The marketing offensive – a first between Tourism and Events Queensland and the UK-based BBC Studios – builds on the global popularity of Bluey, whose Brisbane creator, Ludo Studio, was named one of Time Magazine’s 100 Most Influential Companies of 2024 last week.

It also comes ahead of the November 7 opening of Bluey’s World, an immersive experience at Brisbane’s Northshore.

Speaking at the Brisbane campaign launch, Premier Steven Miles said tourism was critical to Queensland’s economy.

“We have some of the world’s best tourism assets, and this is our chance to use Bluey to showcase them to the whole world,” he said.

Tourism and Events Queensland chief Patricia O’Callaghan added that in a “globally competitive market”, the new campaign would show the world what makes Queensland so special.

“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,” she said.

The campaign, which includes hundreds of travel deals from operators such as Qantas, Expedia, Flight Centre and Accor, coincides with more than 600 Queensland holiday deals launching this week.

Brisbane Airport has also expressed support, following its continued investment in opening new international routes to the city over the past six to 12 months.

“By the end of the year, Brisbane Airport will have the royal flush of North American carriers as American Airlines and Delta Air Lines join United, Air Canada and Qantas, which means there are lots of extra seats and we’re confident this campaign will attract more visitors to Queensland,” Brisbane Airport chief Gert-Jan de Graaff said.