Queensland is Bluey's world for real life.

3rd June 2024

Queensland is Bluey’s world for real life.

  • Tourism and Events Queensland launches its biggest campaign in more than a decade.
  • Townsville North Queensland features as part of the campaign which is live in five countries as well as Australia.
  • Townsville took part as Queensland played a mega game of Keepy Uppy.
  • More than 500+ holiday deals available statewide.

That’s the latest major tourism marketing offensive Tourism and Events Queensland (TEQ) is kicking off today, in its biggest campaign in more than a decade, and Townsville North Queensland has a starring role.

Building on the global phenomenon, Queensland will be pitched as ‘Bluey’s world, for real life’, encouraging visitors from around the world to come and live the Bluey lifestyle in Queensland.

Tourism industry representatives gathered at locations right around the state today, playing a mega game of Keepy Uppy - inspired by one of Bluey’s favourite games where a balloon must be kept in the air as long as possible.

In Townsville North Queensland, the game was played at various locations to show off the best of the region. Magnetic Island, Charters Towers, Burdekin, Hinchinbrook, Billabong Sanctuary, Hidden Valley Cabins, Townsville City and Queensland Country Bank Stadium were all included.

The event joined others around the state to form a mega game, while the Australian Book of Records declared a world record was set across multiple locations.

Following its debut in Australia in 2018, the award-winning animated global TV phenomena Bluey has gained millions of fans around the world.

This partnership is a first between TEQ and BBC Studios and builds on the incredible popularity of Bluey to bring visitors to Bluey's home state of Queensland and to explore the immersive Bluey’s World experience, set to open at Brisbane’s Northshore on November 7.

The campaign sees tourism heavyweights offer exclusive deals, with the Qantas Group, Expedia Group, the Flight Centre Travel Group and Accor Group coming in behind it to convert global publicity into booked Queensland holidays.

TEQ will launch a major local and international publicity blitz from today, expected to reach tens of millions in Australia, New Zealand, United States, United Kingdom, Japan and Singapore - some of the state’s top international markets and countries where Bluey is also popular.

The television ad is fronted by the Queensland tourism industry’s own Robert Irwin, recently named Australia’s most popular broadcast personality.

TEQ is giving away a 12-night Queensland holiday, including a money-can’t-buy family experience at the Bluey’s World Brisbane event launch. Enter at www.queensland.com/blueysworld.

A major high-impact advertising campaign also kicks off today across Australia and New Zealand on television, print, digital, social media, out-of-home and with major media partners.

TEQ anticipates that the campaign will help 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.

Tourism and Events Queensland CEO Patricia O’Callaghan:

“In a globally competitive market, Queensland must show the world what makes us special.

Bluey is a true international sensation and we could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s world for real life here in Queensland.

“Equally we are delighted that travel industry heavyweights the Qantas Group, Expedia Group, Flight Centre Travel Group and Accor Group have thrown their support behind this campaign. We all recognise the power of working together to influence travel decisions and drive conversion for families worldwide to come and visit Queensland.

“Our tourism industry employs more than 200,000 Queenslanders and we have very bold goals for industry growth that require us to think outside the square, lead with our unique strengths and be bold. This campaign delivers that in spades.”

Lisa Woolfe Director of Visitor Economy and Marketing empasised the importance of this campaign:

“Townsville Enterprise is proud to be partnering with Tourism and Events Queensland to see the Townsville North Queensland region included in this major global tourism campaign. In our region we have so much on offer for families to explore, from the Great Barrier Reef to the rainforest our islands and of course the outback.

“Bluey has become a global sensation so leveraging the worlds love for the Heeler family is an exciting way to put Queensland and Townsville North Queensland at the top of the holiday list for families across the globe. 

“To piggy-back off this major campaign Townsville Enterprise is releasing a series of family friendly blog content on townsvillenorthqueensland.com.au, our operators have also put forward special offers and deals and we’ll have increased visibility across our social channels.

“Townville North Queensland is seeing a strong recovery of international visitation post COVID-19 with the United Kingdom exceeding pre pandemic numbers. This campaign aims to help build awareness and drive bookings from right across the globe including Australia, New Zealand, the United States, the United Kingdom Japan and Singapore.”

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