Tourism and Events Queensland’s (TEQ) latest campaign, ‘Queensland is Bluey’s world for real life’, has reached its six-week milestone, already generating over 300,000 leads to the industry.

The campaign has involved 13 Regional Tourism Organisations and more than 80 industry partners in its launch, demonstrating a significant collaborative effort.

The campaign has received extensive publicity, with over 3,600 articles reaching 62.5 million people worldwide, valued at $8.3 million. It was featured on the USA’s NBC Today Show, viewed by more than 5 million people, further extending its reach and impact. The campaign has also received almost 100,000 competition entries, indicating a high level of engagement.

One of the notable achievements of the campaign was the attainment of a Keepy Uppy World Record. The campaign’s website, Queensland.com, featured almost 800 deals and all 13 of Queensland’s tourism destinations during the campaign, providing a comprehensive showcase of what the region has to offer.

The campaign targets families across Australia, New Zealand, the United States, the United Kingdom, Japan, and Singapore. Its aim is to drive intention and conversion into booked Queensland holidays. The campaign is expected to support visitor growth to reach targets of an additional 1.3 million holiday visitors to Queensland who are estimated to spend an additional $1.7 billion by June 2025.

The campaign is set to continue until the end of September, providing further opportunities for engagement and conversion. The campaign’s success to date suggests a promising outlook for the remainder of its run.