New campaign offers perfectly seasoned escapes

14 Mar 2014 10:33 AMJann Stuckey

Friday, March 14, 2014

A change in season will be the focus of a new marketing campaign set to showcase the best tourism experiences and seasonal produce Southern Queensland Country has to offer.

Tourism Minister Jann Stuckey said Southern Queensland Country’s autumn campaign is the largest marketing campaign launched for the region to date and delivers on the Government’s election promise to grow tourism as one of the four pillars of the economy.

“Southern Queensland Country Tourism had teamed up with Tourism and Events Queensland and local industry to tempt city-dwellers to visit one of the state’s premier country destinations,” Ms Stuckey said.

“Autumn is a superb time to travel when the leaves are changing colour, the days are growing cooler and mouth-watering fresh local produce is on hand to be enjoyed.

“Southern Queensland Country is renowned for its distinct seasons and regional flavours, where visitors can escape the city and enjoy the best of country life.”

Ms Stuckey said the $550,000 campaign would be rolled out through TV, print, outdoor billboards and online.

Ms Stuckey said the campaign was a fantastic marketing collaboration, supported through the Queensland Government’s Regional Tourism Organisation Contestable Grants Funding Scheme.

“Supporting tourism marketing campaigns in regions such as Southern Queensland Country will help us achieve our goal of doubling visitor expenditure from $15 billion to $30 billion by 2020,” Ms Stuckey said.

The campaign was announced at the official launch of ‘Autumn on James’, a three-day showcase of Southern Queensland Country in Brisbane’s James Street from 13 – 16 March.

Southern Queensland Country Tourism CEO Mary-Clare Power said ‘Autumn on James’ encouraged city-dwellers to sample the region’s fare and experiences.

“‘Autumn on James’ features a boutique farmers’ market, free autumn-themed cooking classes from Masterchef winner Adam Liaw and James St Cooking School, ‘farm gate’ fresh produce stalls, wine tastings from acclaimed local vineyards and much more,” Ms Power said.

“Bringing the country to the city is a fantastic way of showcasing all the wonderful tourism experiences awaiting holidaymakers in Southern Queensland Country.”

[ENDS] 14 March 2014