Townsville North Queensland launches largest-ever tourism campaign via dentsu Queensland

Townsville Enterprise, in partnership with Townsville City Council, Tourism and Events Queensland, the Australian and Queensland Governments, local tourism operators and dentsu Queensland, has launched the region’s largest-ever tourism campaign.

The 12-month marketing program targets travellers in Queensland, Sydney and Melbourne with outdoor advertising, digital and social media, PR activations, influencer partnerships and promotions with major brands including Paramount, Jetstar, Qantas, Expedia, HelloWorld, Urban List and Mamamia.

The Townsville North Queensland ‘Up for Unexpected’ brand campaign is now live, featuring well-known adventure TV host Scott Hillier from Creek to Coast. The campaign focuses on the region’s innate ability to deliver real and authentic experiences that are memorable and unparalleled.

dentsu Queensland worked with Townsville Enterprise to plan and buy media for the campaign, ensuring it was placed in surprising and meaningful contexts.

Lisa Woolfe, Townsville Enterprise Director of Visitor Economy and Marketing, says the campaign highlights the power of collaboration to drive real results for the region: “Tourism in Townsville North Queensland is building momentum. In recent months we’ve seen more visitors, major events building our region’s profile and increased cruise ship arrivals. This campaign will take that to the next level – raising awareness of our destination, changing outdated perceptions, and most importantly, delivering more business for our local operators.

“We expect this 12-month marketing program to generate over $50 million in extra visitor spending, while showcasing everything that makes Townsville North Queensland an unforgettable holiday destination.”

Says dentsu Queensland spokesperson Rachel Knight: “We’re incredibly proud of the work we do with our tourism partners to celebrate the state, and our partnership with Townsville Enterprise is a fantastic example of how we help connect travellers with memorable experiences that reflect the character of the region.

“With family ties in regional Queensland, this campaign holds personal significance, and it was a privilege to experience some of the region firsthand leading into the launch. There’s a warmth and authenticity in Townsville that deserves to be shared, and we’re thrilled we can help showcase that.”

The latest tourism campaign is proudly supported by Townsville City Council, through a $1 million investment toward growing the visitor economy.

This campaign is jointly funded by the Australian and Queensland Governments under the Disaster Recovery Funding Arrangements following the North and Far North Queensland Tropical Low earlier this year.

Minister for the Environment and Tourism Andrew Powell says the Queensland Government was proud to support this campaign with the Australian Government, under the jointly funded $6.4 million package for North Queensland: “Pitching Brand Queensland to the world is a key pillar of our Destination 2045 plan and we’re excited to help deliver clever marketing campaigns that will bring in a generation of people who fall in love with Queensland.

“Queensland is the home of the holiday and Townsville North Queensland is one of the state’s most enticing destinations, attracting more than a million visitors each year – and this campaign will only grow its appeal.”

Townsville Acting Mayor Ann-Maree Greaney says the Council was proud to partner with Townsville Enterprise to deliver the largest tourism marketing campaign the North had ever seen: “This 12-month campaign is all about showcasing the city’s incredible liveability and growing North Queensland’s reputation as a national tourism destination.

“This exciting campaign is important not only for the 9,000 locals and hundreds of businesses who rely on tourism, but also for our wider economy as we prepare for 20,000 new jobs to be added in the next five years – Townsville is growing and ready to welcome these workers of the future.”

For dentsu Queensland, the launch of this campaign continues the agency’s strong momentum, recently appointing Laura Henry to Head of Strategy, winning the media account for Shine Justice and the successful retention of The Lottery Corporation.

The agency was also named as one of The Australian Financial Review’s Best Places to Work in the media & marketing category and secured two places on AdNews’ Emerging Leaders list, continuing to strengthen its position as a leading integrated agency.

dentsu Queensland’s expanding client roster includes Tourism and Events Queensland (TEQ), Brisbane Economic Development Agency (BEDA), Experience Gold Coast, Tourism Whitsundays, Tourism Tropical North Queensland, Visit Sunshine Coast, Good Drinks Australia, McCormick Foods, Great Southern Bank and Aveo Retirement Living.