Tourism & Events Queensland – Bluey’s World Campaign

The Brief

Bluey’s World, an immersive entertainment experience based on the hit TV show set in Queensland, launched in Brisbane in November 2024. Tourism and Events Queensland (TEQ) wanted to capitalise on the hype surrounding the launch to drive visitation to the state and encourage visitors to explore all it has to offer.

The Solution

In June 2024, TEQ launched ‘Bluey’s World, for real life’- an integrated advertising campaign across Australia, the United States, and other key markets designed to attract Australian and international visitors by showcasing Queensland’s unique lifestyle.

The campaign was turbo-charged by content partnerships with news publishers that brought Bluey’s world to life and raised awareness and consideration of Queensland’s plethora of tourism attractions.

TEQ collaborated with news publishers and developed long-form editorial content highlighting Howard Smith Wharves, South Bank, the Great Barrier Reef, and Bundaberg. This content seamlessly integrated with print and online advertising, creating a richer, deeper and more engaging consumer experience.

To capture a broad audience and maximise reach, TEQ implemented a multi-section news publishing strategy. Articles were placed in travel as well as lifestyle, parenting, entertainment, and general news sections to engage those who were and who were not actively planning a holiday.

Results

‘Bluey’s World, for real life’ was extremely effective with more than 300,000 leads achieved within six weeks for the Queensland tourism industry.

Over 3,600 articles were developed, reaching 62.5 million people worldwide, representing $8.3 million in media value.

Queensland’s total brand uplift was 13.3%, with preference up 5.03% and action intent up 3.58%.

The social amplification driving to native articles and editorial content over delivered on the reach KPI by 466,797.

(Source: Brand Metrics. Date of measurement 19/10/2024 – 06/12/2024).