Skies open for Queensland tourism in major new US campaign

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Tourism and Events Queensland (TEQ) will launch its largest ever American tourism marketing campaign in conjunction with major United States carrier Delta Air Lines.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said Delta Air Lines flies more travellers than any other airline, at 160 million global travellers annually.

“The campaign will run through May and June and be promoted via Delta’s extensive network,” Ms Stuckey said.

“It will highlight the fact that Americans flying to Australia with Delta can seamlessly travel to other Queensland destinations through Delta’s alliance with Virgin Australia.

“Campaigns like these in the US, a priority overseas market, are part of the State Government’s $20 million Tourism Investment Strategy to attract visitors to Queensland and support our tourism industry.”

Ms Stuckey said Americans have a love affair with Queensland and the Great Barrier Reef and the campaign will showcase the state’s islands, beaches and native wildlife encounters like swimming with turtles and diving the reef.

“Queensland last year welcomed 160,000 Americans to the state, an eight per cent increase from 2011,” she said.

“Last year’s visitors also spent more, up nine per cent from 2011 to $258 million, so this campaign will capitalise on this momentum.

“The campaign coincides well with Tourism Australia’s ‘There’s Nothing Like Australia’ US campaign with Delta’s partner airline Virgin Australia, ensuring a coordinated international marketing effort.”

Tourism Australia Regional General Manager The Americas, Jane Whitehead, said Tourism Australia continued to work closely with its US partners to capitalise on the steady growth of visitor arrivals.

"Our new ‘There’s Nothing Like Australia’ campaign with Virgin Australia and Queensland’s program with Delta Air Lines are complementary promotions to show Americans the many travel options to Australia,” Ms Whitehead said.

The campaign with Delta Air Lines includes:

  • Online, inflight entertainment and inflight magazine elements
  • A special iPad app that will showcase Queensland experiences, dining and shopping and feature on the airline’s homepage
  • Promotion of special packages to Queensland via Delta’s holiday arm, Delta Vacations
  • A give-away of 4.5 million Delta frequent flyer miles for travel to Queensland
  • A ‘bonus miles’ incentive to encourage travellers to stay at least five nights in the state.

Ms Stuckey said tourism was one of the four pillars of the Queensland economy and campaigns such as this one helped support the State Government’s goal of $30 billion in overnight visitor expenditure by 2020.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games
The Honourable Jann Stuckey
6th of May 2013

Tourism Queensland, Department of Tourism and Major Events :
30 Makerston Street, Tourism Queensland House, Brisbane
07 3535 3535
07 3535 5438
Tourism Queensland, Department of Tourism and Major Events
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