Rain recovery campaign woos southerners back to Queensland.
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
Wednesday, April 30, 2008
Tourism Queensland’s ‘after the rain’ recovery campaign is being heralded a huge success with more than 105,000 potential holidaymakers visiting a specially created whereelse.com.au website since the campaign’s launch just over two weeks ago.
Tourism Minister Desley Boyle said the campaign, which aimed to woo southerners back to Queensland following the wet summer, had also resulted in more than 66,000 website visitors registering for Tourism Queensland’s e-newsletter and then referring the site to an additional 180,000 friends.
The campaign, which is in collaboration with Sunlover Holidays, is being supported by the current Where Else But Queensland national campaign, which began at the end of March and will continue to roll out over the coming months.
“Queensland has just come out of the wettest summer in years and we know many of our tourism destinations have done it tough over the past few months,” Ms Boyle said.
“We’re prepared for the tough times, and we’re planning for the future – unlike the opposition who have an opinion on everything and a solution for nothing.
“Tourism Queensland is renowned for its creativity and has instigated an innovative campaign to help bring people back to Queensland for their holidays.”
Ms Boyle said the clever campaign included online and print advertisements featuring lush tropical Queensland scenery with the tagline “where the pools have all been topped up” and “where the plants have all been watered” urging “there’s never been a better time to immerse yourself in Queensland”.
The specially-designed whereelse.com.au website features a range of Sunlover Holiday packages and the chance to win one of four Queensland holidays for referring the link to friends.
“Now that the worst of the weather has passed, we want visitors to feel confident in coming back to Queensland, which is looking lusher and greener than it has in years,” she said.
“The immediate success of this campaign proves that southerners really do love Queensland.”
For further information contact:
Minister’s office – Marcus Taylor 3225 1005 or Kirstie Maier 3224 2007
Tourism Queensland – Kerri Anderson on 3535 5010
