The Brisbane Economic Development Agency (BEDA) has partnered with VML and dentsu Queensland Brisbane to unveil their latest domestic tourism campaign, ‘Brisbane Favours the Bold.’
‘Brisbane Favours the Bold’
The ‘Brisbane Favours the Bold’ campaign strives to reshape existing perceptions of Queensland’s bustling capital, amplifying awareness of Brisbane’s recreational attractions, and contributing to the ongoing growth of the city’s economy.
The campaign taps into Brisbane‘s distinctive charm, fostering a sense of curiosity to captivate Australians and encourage exploration of the city’s dynamic evolution.
Boasting sophisticated accommodations, cutting-edge dining experiences, riverside galleries, and museums, as well as access to ancient rainforests and globally acclaimed beaches, Brisbane has rapidly emerged as a premier Australian destination.
The city has continuously captivated both domestic and international travellers, it offers a diverse range of attractions that showcase its unique appeal.
VML is partnering with dentsu Queensland in this campaign.
The campaign
The ‘Brisbane Favours the Bold’ campaign employs dynamic programmatic out-of-home displays, guerrilla street posters, and interactive BVOD formats to showcase Brisbane’s allure.
Leveraging local TikTok creators and a talent-led AFL integration, the media approach is complemented by online video, social, and display ads.
Pop-up activations in Sydney and Melbourne, along with collaborations with travel trade partners, will meet the growing demand for Brisbane.
The campaign will spotlight key attractions of the city, including the Crystalbrook Vincent Hotel, QAGOMA, Vertigo restaurant, O’Reilly’s Rainforest Retreat, Ocean View Estates winery, and Elite Helicopters’ luxury day tours to name a few.
This initiative targets individuals seeking the unexpected, encouraging them to explore and uncover the new and vibrant aspects of Brisbane.
News source and images/ videos from Campaign Brief
