Tourism and Events Queensland (TEQ) is positioning the destination as Bluey’s World, leaning into Queensland as the Blue Heeler’s home state with a fun launch stunt on 2 June to set the world record for the biggest Keepy Uppy game, inspired by one of the character’s favourite games.
The latest campaign pitches Queensland as ‘Bluey’s world, for real life’, encouraging visitors to come and experience what Bluey’s world is really like.
The partnership first between TEQ and BBC Studios builds on the global popularity of Bluey to bring visitors to her home state and to explore the immersive Bluey’s World experience, set to open at Brisbane’s Northshore on 7 November 2024.
The omnichannel ad campaign will include exclusive deals with the Qantas Group, Expedia Group, Flight Centre Travel Group and Accor Group to convert global publicity into booked Queensland holidays.
It’s also supported by a TV ad fronted by Queensland’s own Robert Irwin that will be seen in key markets where Bluey is also popular such as Australia, New Zealand, US, UK, Japan and Singapore.
Exporting Queensland to the world via Bluey
TEQ anticipates the campaign will support visitor growth to reach targets of an additional 1.3 million holiday visitors to Queensland and an extra spend of $1.7 billion by June 2025.
Queensland Premier Steven Miles said: “For the past six years, Bluey and the backdrop of Brisbane has captivated audiences globally and now it’s time to bring the world here to Queensland – Bluey’s world for real life.”
“We have the world’s best lifestyle, the best beaches, the best cities, the incredible outback, the Great Barrier Reef and people who love welcoming visitors to our unbeatable backyard.
“I invite everyone to come and experience for themselves the magnificent place the Heeler family couldn’t bear to move away from.”
TEQ CEO Patricia O’Callaghan said: “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.”
For more info, head to teq.queensland.com
