Campaign urges Aussies to ‘I Spy’ a Queensland holiday

4 Oct 2012 9:01 AMJann Stuckey

Wednesday, September 26, 2012

Aussies will be encouraged to ‘I Spy’ more than 550 Queensland holiday deals from today as part of Tourism Queensland’s new spring marketing campaign.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said the joint Tourism Queensland and campaign played on the nostalgic ‘I Spy with my little eye’ game.  
“Most of us remember the excitement of going on holiday as a kid and passing the time looking out the car window and playing ‘I Spy’,” Ms Stuckey said.

“Tourism Queensland’s new campaign aims to draw on this nostalgia by encouraging Australians to ‘spy’ a great Queensland holiday experience and recapture those days of simple childhood pleasures with their own families.”

Ms Stuckey said the timing of the campaign was right as Australians appeared to be rekindling their love of the home-grown holiday.

“The latest national tourism figures show a significant increase in the number of Australians holidaying at home in Queensland, with 7.6 million holidaying in the state in the year to June 30, an increase of six percent,” she said.

“We hope this trend will continue with the help of this new campaign, and take us a step closer to our target of doubling overnight visitor expenditure to $30 billion by 2020.

“By partnering with and its tourism activities and experiences arm GoDo, the campaign will reach a potential 1.6 million subscribers in Australia and New Zealand, plus more than 450,000 Tourism Queensland e-newsletter subscribers.”

Tourism Queensland Acting CEO Leanne Coddington said the ‘I Spy’ campaign deals would be promoted until October 8.

“Deals such as a night on the Gold Coast from $79*, in Tropical North Queensland from $89* or the Sunshine Coast from $99*, are just some of the offers that will feature in the campaign,” Ms Coddington said.

“The campaign will be promoted via television and radio in Queensland from today and online via 

“The idea is to drive bookings leading up to the Christmas holidays, as this is usually a quieter time for tourism operators.”

Wotif Group’s CEO Robbie Cooke said the Brisbane-based and founded company was thrilled to promote its backyard with Tourism Queensland.

“We love promoting all of Australia, but there is a certain home-turf sentiment whenever we get to show off Queensland,” he said.

“Teaming up with Tourism Queensland is the perfect way to remind Aussies what they can do here, and how easy it is to holiday in the great sunshine state.”

“With all weather reports forecasting we are in for a dry and hot summer, it’s the perfect time for Aussies to escape to Queensland’s famous beaches.”

“Queensland has plenty of ‘I Spy’ material to keep the kids entertained. The big mango, big pineapple, big crocodile, big gumboot – you name it, we’ve spied it.”

‘I Spy’ campaign deals examples include:
Gold Coast from $79 per night*
Tropical North Queensland from $89 per night*
Sunshine Coast from $99 per night*
Fraser Coast from $110 per night*
Country Escapes from $125 per night*
Brisbane from $99 per night*
The Whitsundays from $145 per night*

To book an accommodation deal visit (external site)( )

*Deals are based on per room per night, twin share. Minimum night stay may be required. Visit (external site)( ) for terms and conditions.

Creative and images are available from: (external site)( )

[ENDS] 23 September 2012