The integrated cross-media campaign – which also involves Tourism Australia and was developed in association with Havas Media Group – will run throughout October and November across key Immediate brands including BBC Good Food, Radio Times and Lonely Planet Traveller, according to the publisher.
Designed to demystify the idea of Queensland as a ‘once in a lifetime’ destination, the Discover Queensland campaign creates excitement for the Australian state through some of the best-loved brands in UK media, which between them reach over 11m million consumers every month, says Immediate Media. The campaign includes print and digital activations, an interactive itinerary builder and themed native content around the rich culture of Queensland – from the Great Barrier Reef to the state capital of Brisbane, as well as wider Australia.
Imagine Partnerships Director Cath Waller says: “Queensland is an amazing destination – and much more accessible than many people imagine. There’s so much you can pack into a fortnight, and we wanted to show our audiences how easily they could make it happen. Flight Centre, Tourism and Events Queensland, Tourism Australia and Havas are ideal partners for Imagine – they absolutely share our commitment to powerful creative ideas delivered brilliantly.”
Head of Retail Marketing for Flight Centre Sue Johnson commented: “Australia has always been a favourite for Flight Centre and Queensland is a very special place. Bringing it to life with amazing partners like Tourism and Events Queensland, Tourism Australia, Imagine and Havas is something we’re very excited to be part of. We hope it inspires our customers to experience Queensland for themselves.”
Havas Media Group Head of Partnerships Daren Benton adds: “We’re delighted to be partnering with Immediate through Imagine for Flight Centre's Autumn Queensland campaign. Imagine have shown themselves to be the perfect match for engaging with an audience considering Queensland as a holiday destination, using a number of their key brands, including BBC Good Food and Lonely Planet. They've created an innovative Itinerary Builder as part of the campaign, and no doubt Flight Centre will see a flurry of holiday enquiries!”
