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I Spy campaign reignites love of tropical North Queensland

I Spy campaign reignites love of tropical North Queensland

Tourism Queensland’s ‘I Spy’ campaign has reignited Aussies’ love of Tropical North Queensland with partner recording a big increase in room bookings for participating local operators.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said results for the campaign, promoted between 23 September and 8 October, indicated sales in room nights for participating operators had increased by 29 per cent compared to the same period last year.

“For the 54 Tropical North Queensland tourism operators involved in the ‘I Spy’ campaign, these results are a fantastic boost as they head into the traditionally slower pre-Christmas shoulder season,” Ms Stuckey said.

“Overall bookings for participating Tropical North Queensland operators increased by nearly 30 per cent, which is a great achievement.

“This follows a buzzing September school holiday period in the tropics thanks to the Queen’s Birthday long weekend. The great weather we’ve had has no doubt influenced some families to book last-minute school holiday getaways to the Tropical North.”


Ms Stuckey said the ‘I Spy’ campaign – which included 77 Tropical North Queensland deals – was a simple concept that drew on the nostalgic ‘I spy with my little eye’ game Australians played as children.

“Most of us remember the excitement of being in the car as kids to go on a holiday and playing ‘I Spy’ to pass the time,” she said.

“This campaign encouraged Australians to recapture those happy childhood days by ‘spying’ a great Queensland holiday experience with their own families.

“The campaign was perfectly timed to hit TV screens, airwaves and online as we head through spring and into summer.”

Tourism Queensland Acting CEO Leanne Coddington said by partnering with and their tourism activities and experiences arm GoDo, the campaign had reached a potential 1.8 million subscribers in Australia and New Zealand and more than 450,000 Tourism Queensland e-newsletter subscribers.

“Deals such as a night in Tropical North Queensland from $89* or a full-day Cooktown 4WD adventure from $230** obviously hit the mark with holidaymakers and reaped great results for Tropical North Queensland operators,” Ms Coddington said.

“We’ve had some fantastic weather over the past few months, so combine that with some incredible holiday deals using a partner such as, and we are very happy with these results.

“This campaign has taken us one step closer to our goal of increasing overnight visitor expenditure to $30 billion by 2020.”

Wotif Group’s Executive General Manager Joachim Holte said the ‘I Spy’ Queensland campaign was the biggest had been involved in.

“We’re thrilled to be supporting our home state with such positive results for tourism operators,” Mr Holte said.

“This campaign’s success really put a spring in the step of suppliers across Queensland, especially heading into the summer period.”

Tourism Tropical North Queensland CEO Rob Giason said the campaign had struck a chord with Australians.

“These campaign deals have been a great incentive for families to holiday in Tropical North Queensland and have paid off as the region has been abuzz over the past few weeks, no doubt also helped by the great weather we’ve had.”