Brisbane launches new ‘Brisbane Favours the Bold’ tourism campaign via VML and dentsu QLD

Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign ‘Favours the Bold this week’ created in partnership with VML and dentsu Queensland Brisbane. The campaign appeals to those who search for the unexpected to discover the new Brisbane.

The campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, and continue to drive record growth for Brisbane’s visitor economy.

Building on the city’s momentum, the campaign leans into Brisbane’s unique charm, evoking a sense of intrigue to entice Australians to discover the ever-evolving city.

From sophisticated accommodation to innovative dining, riverside galleries and museums, ancient rainforests and globally acclaimed beaches, Brisbane has fast become a leading Australian destination which continues to enthral domestic and international travellers.

Lord mayor Adrian Schrinner said the campaign would encourage visitors from southern states to book their next trip to Brisbane: “Brisbane’s popularity as a holiday destination continues to soar, as we attract incredible accolades from global publications like TIME Magazine, Frommers and The New York Times that highlight everything our great city has to offer.

“Victorian and New South Wales travellers are the most eager, with visits from those states up on average 19 per cent from last year.

“Our new tourism campaigns will debut during AFL opening round, showcasing Brisbane’s world- class culinary scene, packed major events calendar and stunning natural wonders, inspiring our southern neighbours to book their next trip to Australia’s best city.

“Internationally, we continue to support new aviation routes to Brisbane from key markets, including China and North America, to entice visitors from around the world to soak up the best of Brisbane.”

BEDA general manager of marketing Callum Wood said Brisbane’s unstoppable momentum is celebrated in the new campaign: “Brisbane has fast become a must-visit destination, with the latest data revealing record visitor spend up 35% YoY.

“With recent accolades recognising Brisbane’s status as a global destination, it’s vital that we keep that momentum going, through activity that showcases the city’s bold and unique offering.

“Our ‘Favours the Bold’ campaign heroes the region’s incredible experiences and aims to inspire travellers from across the country to try something new.

“Through hyper-targeted creative and media, the campaign will harness custom audience segmentation research to reach Brisbane’s most lucrative market segments through innovative and engaging placements.”

Says Andrew Kolb, head of strategy, VML, who is also leading the creative strategy for the Brisbane 2032 Olympic and Paralympic Games brand: “As a Brisbane-based agency, there’s no greater honour than to be part of telling Brisbane’s story.

“This campaign is about building Brisbane’s reputation as a modern leading global city, standing tall as a destination with a bold, unmistakable flavour.

“There are so many opportunities for travellers to connect to the city through their personal passions and interests, and we set out to tell that story of growth and opportunity.”

Working with dentsu Queensland, the media approach includes dynamic programmatic out-of- home showcasing the next available flights to Brisbane, guerilla street posters, interactive BVOD formats such as Expanders and QR-coded freeze frames, local TikTok creators showing off their favourite spots, and a talent-led integration in the AFL’s Round Zero clash between Brisbane and Carlton.

The campaign will also be supported through online video, social, display, and comprehensive content partnerships with The Urban List and ARE Media.

Says Chris Ernst, managing director of dentsu Queensland: “We are so proud to partner with BEDA to bring this campaign to life to drive prosperity for our great city, something that our crew at dentsu Queensland are so proud and passionate about – we can’t wait to see this in market.”

Earned media activity is also planned throughout the campaign, including pop-up activations in Sydney and Melbourne, and travel trade partners Expedia, Travello, Trip Advisor and Virgin Australia will convert demand generated for the destination.

A range of experiences, products and locations from Brisbane will feature in the campaign:
• 5-star luxury hotel Crystalbrook Vincent and Stanley Restaurant at the city’s hottest waterside precinct Howard Smith Wharves
• Queensland Art Gallery’s Gallery l Gallery Modern Art (QAGOMA)
• Australia’s first vertical restaurant, Vertigo at Brisbane Powerhouse
• O’Reilly’s Rainforest Retreat in the heritage listed rainforests of the Scenic Rim
• Ocean View Estates winery in the majestic Moreton Bay Region
• Elite Helicopters offering a range of luxury day tours around the Brisbane region

Brisbane Favours the Bold will roll out across the country from 4 March 2024.

For more information on Brisbane head to visit.brisbane.qld.au/bold

This campaign is produced by Brisbane Economic Development Agency and Brisbane City Council, and is supported by the Queensland Government through Tourism and Events Queensland’s Contestable Grants Program.

Creative Agency: VML
Art Director – Jon Vargas
Copywriter – Dane Alexander
Account Director – Natasha Kent

Production Company – Content Lion
Director – Max Hinton
Head of Production – Isaiah Mathews

Brand Design: Bigfish Design
Dave Byrne – Design Director

Media Agency: dentsu Queensland
Monique Gerada – Client Director
Emilia Ball – Strategic Partnership Director
Josh Iselin – Digital Director