News
3 June, 2024
Queensland Becomes Bluey’s World in Major Tourism Campaign
Queensland is set to embrace its role as the real-life backdrop of the beloved animated series Bluey in a massive tourism campaign launched today by Tourism and Events Queensland (TEQ).
Queensland is set to embrace its role as the real-life backdrop of the beloved animated series Bluey in a massive tourism campaign launched today by Tourism and Events Queensland (TEQ). This marks the state’s largest tourism marketing push in over a decade, with the tagline “Bluey’s world, for real life” inviting visitors from around the globe to experience the Queensland lifestyle as seen through the eyes of the Heeler family.
As part of the campaign, a world record attempt for the biggest Keepy Uppy game will be held today across the state, where participants will try to keep a giant red ball in the air, inspired by Bluey’s favourite game. The event will span nearly 2,000 km, from one end of Queensland to the other, showcasing the state’s communities.
This partnership between TEQ and BBC Studios leverages the international popularity of Bluey to attract tourists to Queensland. The campaign also promotes the upcoming immersive Bluey’s World experience, set to open in Brisbane’s Northshore on November 7.
A robust global marketing blitz will target key international markets, including Australia, New Zealand, the United States, United Kingdom, Japan, and Singapore. The campaign, featuring a television ad hosted by Robert Irwin, aims to increase holiday visitors and drive substantial spending in Queensland’s tourism sector.
With support from major travel partners like Qantas, Expedia, Flight Centre, and Accor, the campaign is projected to add 1.3 million holiday visitors to Queensland by June 2025, contributing an estimated $1.7 billion to the local economy.
Premier Steven Miles praised the initiative, saying, “Bluey and the backdrop of Brisbane have captivated global audiences, and now it’s time to bring the world to Queensland. We have the world’s best lifestyle, best beaches, and best cities.”
Tourism Minister Michael Healy echoed this sentiment, expressing excitement about the campaign’s potential to draw international families to Queensland. Patricia O’Callaghan, CEO of TEQ, added that the partnership with BBC Studios and the support from travel industry giants would help Queensland stand out in a competitive global market.
The state’s tourism sector, which employs over 200,000 people, is gearing up for significant growth as a result of this innovative campaign, which highlights Queensland’s unique offerings through the lens of Bluey’s irresistible charm.
