Tourism and Events Queensland Announces New Domestic Tourism Campaign Post Olympics Win

Tourism and Events Queensland have released a new campaign to promote domestic travel within Queensland during the course of the covid-19 pandemic.

The campaign was launching in the week coinciding with Brisbane being named the host of the 2032 Summer Olympics.

The campaign named “Good To Go” was created by Rumble a creative agency appointed by Tourism and Events Queensland.

The new campaign includes a cover of Van Morrison’s ‘Days Like This’, performed by Queensland based musicians Tia Gostelow and Busby Marou.

The 60-second add consists of imagery featuring various locations around Queensland as the song plays. Locations featured in the campaign include The Whitsundays, Outback Queensland, The Great Barrier Reef, and Brisbane.

We have been looking closely at how to take the next step to evolve our message towards more purposeful travel – where we show people that travelling in Queensland is good for their soul and can be good for the world as well” said Leanne Coddington the chief executive officer of Tourism and Events Queensland.

“The time is right as we emerge from COVID restrictions and seek to reconnect with friends, family and our environment, and we look to simplify things and enjoy moments with those we love” said Leanne Coddington the chief executive officer of Tourism and Events Queensland.

Queensland Tourism Minister Stirling Hinchcliffe said: “Millions of people around the world are now talking about Queensland after our successful Brisbane 2032 bid. We will continue to capitalise on our successful Olympics bid in showcasing our great state in coming years.”

The campaign will be shown on television, social media, print, BVOD, cinema, and out-of-home, and launches initially in Queensland before it is extended to elsewhere in Australia and New Zealand later in the year.

We think the ‘Days Like This’ campaign will stir emotions and show Queensland is the place to be for worthy holiday memories that will last a lifetime” said Queensland Tourism Minister Stirling Hinchcliffe.

How The 2032 Brisbane Olympics Will Impact Businesses
Last month, Brisbane was officially confirmed as the host city for the 2032 Olympic Games. With the games still over decade away from happening it would be a good time to discuss the economic benefits the two-week international event is likely to provide on both a state and federal level.

Prime Minister Scott Morrison has stated that securing the Games was a coup for the nation, and he hopes Australia can accomplish repeat performance of the economic advantages delivered by the 2000 Sydney Olympics.

“We know the impact on Sydney more than two decades ago was transformative. We can now expect a repeat for Brisbane and communities across Queensland,” said Prime Minister Scott Morrison.

Ted O’Brien, who served Prime Minister Scott Morrison’s representative for the Queensland bid, agreed with those sentiments in a statement made to the press on Thursday 22nd July.
“Hosting the 2032 Olympics will not only inject billions into the economy, it will also create around 120,000 new jobs, including 90,000 jobs for Queenslanders,” said Mr. Ted O’Brien.

Early forecasts drafted by KPMG, are predicting that the 2032 Olympics Games are set to deliver an $8.1 billion economic benefit for Queensland and $17.6 billion benefit for Australia.

While the infrastructure spend is being celebrated, so is the potential of global attention.

 “In the coming years, investment in infrastructure will continue to ensure transport and venues are not just fit for the purpose of the Games but support future growth in the region, and remain shining examples of Australia’s success in staging some of the most important global events,” said senator Richard Colbeck the Minister for Sport.

Another important question many Australians will be asking is - how will the 2032 Olympics benefit the small to medium business community?

Although the major economic benefits are speculated to take place in construction and infrastructure, the extent to which these will flow more broadly to small business will depend on the role of local suppliers in the supply chain and procurement processes.

A lot of the economic benefits accumulated by the 2032 Olympic Games are dependent on infrastructure allowing for congestion to be well managed, particularly given the spread of the event.
As soon as the event begins, the major benefits are in the flows associated with the tourism and visitor economy. This will generate major benefits to a large number of businesses in the accommodation and hospitality industries. This also has the potential to benefit providers of location and mobility services given spread of events across locations subject to infrastructure development being well managed to address congestion issues.

Gold Coast Tourism Plummets Following New Border Closure
As a consequence of the Queensland Government’s decision to shut its border to all of New South Wales, businesses located on the Gold Coast have taken a huge financial hit as a result of losing access to customers located in Tweed Heads and the Northern NSW.

A fourth-generation Gold Coast farmer located only kilometres from the hinterland border with NSW says he is afraid his business might not survive another hard closure.

It comes as Gold Coast commerce leaders say the third lock out to NSW in just over one year has "eroded hope" tourists will make plans to holiday on the Gold Coast.

Freeman's Organic Farm at Currumbin Valley is located only kilometres from the crossing into Murwillumbah, via Tomewin Mountain Road.

"Last time, I estimate my takings were down 30 to 40 percent. I reckon I lost $50,000 and I was going to close my whole business that has been going more than 100 years. The only way I survived was to use my whole Army pension just to pay the staff and keep my little farm shop going and I lived like a church mouse” said fourth-generation farmer David Freeman.

David Freeman said he didn't know how he would "cope" if the current border closure ran longer than two weeks.

"One part of me wants to close, but I'm a fighter, but I'll have to probably scale back my operations, but the truth of it is if my trade drops back again, I'll have to let some of my part-time staff go," said Mr. Freeman.

Tourism and Events Queensland Announces New Domestic Tourism Campaign Post Olympics Win