New tourism campaign promotes – ‘where great begins’

A major new marketing initiative promoting the beauty and accessibility of the Southern Great Barrier Reef will roll out this month in a bid to entice more South East Queenslanders to travel to the region. Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said for the first time the Bundaberg, Gladstone and Capricorn tourism regions had partnered in a domestic tourism campaign to collectively promote the area as the Southern Great Barrier Reef. The Tourism and Events Queensland (TEQ) campaign themed Where great begins is a significant marketing campaign promoting Queensland’s best kept secret - the Southern Great Barrier Reef, Ms Stuckey said. The Southern Great Barrier Reef is the most accessible reef touch-point in Queensland spanning 300 kilometres of the Queensland coast, located a four hour drive from Brisbane. The region extends from south of Bundaberg to the Capricorn Coast north of Rockhampton and includes the islands of Lady Elliot, Lady Musgrave, Heron, Wilson and Great Keppel Island. There is so much that is great about this region from the people to the produce and of course it’s the southern gateway to the world’s great natural wonder the Great Barrier Reef. Ms Stuckey said the campaign was one of many initiatives supported by the State Government through Tourism and Events Queensland (TEQ) to support destination marketing and will assist in reaching the goal of $30 billion in overnight visitor expenditure by 2020. In 2012 the Southern Great Barrier Reef region welcomed 1.8 million Australians which was an increase of 16 per cent compared with 2011. This campaign showcases a reef that is within reach to many South East Queenslanders looking for a secluded holiday experience or the opportunity to snorkel, dive and sail, Ms Stuckey said. Despite being so close to Brisbane, many South East Queenslanders are unaware you can literally stay on the reef during a visit to the region wake-up and snorkel directly off the shore. Ms Stuckey said ‘where great begins’ would target South East Queenslanders with TV, print, radio online and outdoor advertisements from now until 30 June. Fourteen tourism operators are participating in the promotion offering deals with travel extending through until December. Capricorn Enterprise CEO Mary Carroll said collective efforts over the past few years had resulted in this amazing campaign which will make a GREAT impact in the market. Gladstone Area Promotion and Development Ltd CEO Glenn Churchill said the campaign provided an opportunity to promote and develop the Gladstone Region and Banana Shire as part of the Southern Great Barrier Reef, a region that offered world class visitor experiences. Bundaberg and North Burnett Tourism General Manager Rick Matkowski said the campaign would have a significant impact in changing consumers’ perception of the great attractions in the region. As a result, it also has the potential to increase the number of visitors to our region to experience what the Southern Great Barrier Reef has to offer. For more information about the ‘Where great begins’ visit www.queensland.com/SouthernGreatBarrierReef Further information Minister’s Office - Tourism and Events Queensland – 3535 5474