Tourism campaigns see US travellers pack their bags for Queensland

14th Jun 2012
Tourism campaigns see US travellers pack their bags for Queensland

A string of tourism campaigns promoting some of Queensland’s most iconic destinations in the US have payed dividends for the state with one US family making a record-breaking $US230,000 booking this month. Tourism Queensland CEO Anthony Hayes said in recent months Tourism Queensland had carried out over $US1.7 million in marketing campaign activities with a range of tourism bodies, airlines and recognisable US travel brands in a bid to get more Americans holidaying down under.

“We dived into a US promotional blitz at the beginning of the year in a bid to attract more high-end adventure and luxury island travellers to Queensland,” Mr Hayes said.

“A record breaking $US230,000 booking for a family of eight was recently generated as a result of one of these campaigns in partnership with a wholesale company targeting the luxury market.

“The initial results of these campaigns prove that American travellers are prepared to splash out on unforgettable experiences when we deliver products that match.”

Mr Hayes said more activity had commenced this week with Tourism Queensland encouraging customers of renowned US brand Eagle Creek Luggage to pack their bags for Queensland with major in-store promotions and an ultimate trip to the Great Barrier Reef up for grabs.


“The Great Barrier Reef has iconic status in the US and is central to many of the promotions,” he said.

“One of the US’ top three online travel agencies, recently created an Islands of the Great Barrier Reef webpage featuring a range of holiday packages to Queensland which are on sale until the end of June,” he said.

“ has reported an initial spike in bookings through the Islands of the Great Barrier Reef pages compared with the same time the previous year.

“From next week we’ll target residents north of the border with a five-week Expedia Canada campaign featuring competitive deals and special offers enticing travellers to book now.”

Mr Hayes said Tourism Queensland had also ‘piloted’ a range of marketing campaigns with Delta Air Lines, Air Canada, Air New Zealand featuring Queensland offers in-flight, online and across their extensive networks in April and May.

“The best way to convince these travellers to visit is through partnerships with prominent retail, travel brands and airlines,” he said.


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