Tourism and Events Queensland (TEQ) is ramping up efforts to drive bookings with its latest campaign, ‘Too Great to Wait.’ Targeted at travellers looking to shake off their post-summer slump and plan their next great escape, the campaign runs until the end of March across New South Wales, Victoria, and Queensland, nudging Australians to book now for an Easter break and beyond.
The power of the ‘Queensland Face’
The campaign centres on the idea that a Queensland holiday isn’t just about the destination—it’s about the post-holiday glow. TEQ is championing the ‘Queensland Face’—that unmistakable relaxed, sun-kissed look that comes from a well-earned break. The message? There’s no need to wait to experience it.
Queensland’s long-term tourism push
TEQ’s ‘Too Great to Wait’ campaign continues to build demand for Queensland holidays, even beyond short-term promotions. The focus is now on inspiring travellers with Queensland’s year-round appeal, leveraging its diverse landscapes, adventure offerings, and unique accommodation options.
Through high-profile marketing efforts, media partnerships, and targeted digital campaigns, Queensland is maintaining its position as a top choice for domestic travellers. Travel professionals can use this momentum to highlight experiences that cater to all types of travellers, from wellness retreats to adventure-packed itineraries.
A push for road trips
Queensland’s appeal extends beyond its beaches, with self-drive holidays being a key focus. The campaign’s marketing strategy includes high-profile exposure, such as Sunrise’s Sam Mac embarking on a Queensland road trip through the Sunshine and Fraser Coasts, then onto Bundaberg and Gladstone. TEQ is leveraging this to reinforce the value of road travel, with additional advertising for the Pacific Coast Way rolling out soon.
What this means for travel professionals
With significant investment behind the campaign and prime media exposure, travel agents and industry professionals have a strong hook to encourage clients to book Queensland now. From scenic road trip itineraries to year-round experiences that highlight Queensland’s diverse travel offerings, there’s plenty to leverage when selling Queensland getaways.
