Brisbane reveals next chapter of ‘Brisbane Favours the Bold’ destination campaign via Content Lion, BigFish and dentsu Queensland

Brisbane Economic Development Agency (BEDA) has launched the next evolution of its successful Brisbane Favours the Bold tourism marketing campaign adapted to bolster the region’s recovery following ex Tropical Cyclone Alfred.

Created in partnership with Brisbane agencies Content Lion, BigFish and dentsu Queensland the campaign is rolling out across BVOD, cinema, online video, out-of-home, Meta, TikTok, Pinterest and a bespoke content partnership with The Urban List across Australia and New Zealand.

Building on the region’s surging holiday travel appeal following record high visitation in 2024, the new creative challenges travellers to immerse themselves in Brisbane like never before.

Designed to drive visitation and solidify Brisbane’s reputation as an in-demand leisure travel destination, the campaign entices audiences with authentically Brisbane experiences, from adrenaline-inducing and awe-evoking adventures to underground dumpling bars and beer yoga, in an unexpected and unequivocally Brisbane showcase of the global destination.

Brisbane Favours the Bold features various Brisbane locations, each presented through cinematic 15-second vignettes capturing the city’s distinct character and local talent. Featured experiences in the campaign include:

• The award-winning 5-star Emporium Hotel South Bank
• Renowned chef Benny Lam’s Hong Kong-inspired restaurant and basement dumpling bar Central
• Iconic dining and entertainment precinct Howard Smith Wharves with Felons Brewing Co.’s one-of-a-kind Beer Yoga
• First Nations immersive experience Djawun Tours in Moreton Bay
• Riverlife’s rock climbing adventures along the Kangaroo Point Cliffs
• Brisbane’s exclusive sporting showdown NRL Magic Round at Suncorp Stadium

Brisbane’s unique charm and laidback nature is further evoked through featuring Brisbane personalities, including much-loved comedian and passionate Brisbane advocate Christian Hull, lending his trademark tongue-in-cheek persona to embody indulgent poolside relaxation at the luxury Emporium Hotel.

Traditional Owner and Djawun Tours operator Jason Murphy takes centre stage in the Moreton Bay creative and Benny Lam Head Chef of Brisbane’s new Central Restaurant serves up main character energy for the sci-fi inspired dining scene.

Since the inaugural Brisbane Favours the Bold campaign launched in early 2024, Queensland’s capital city has experienced record-breaking domestic tourism figures.

Tourism Research Australia data showed Brisbane welcomed a record high 8.1 million annual domestic visitors for year ending December 2024, representing an 11.2% rise year-on-year.

Lord Mayor Adrian Schrinner said the campaign would play a vital role in attracting visitors and supporting local businesses when they need it most: “Vibrant precincts, world-class dining and blockbuster events have helped shape Brisbane’s reputation as Australia’s lifestyle capital. Brisbane businesses don’t just provide more for people to see and do in our city, they provide jobs and help local residents put food on their table.

“This campaign will continue to support local operators by highlighting the people and places that make Brisbane one of the best places in the world to live and visit.”

BEDA General Manager of Marketing Callum Wood said the revitalised campaign built on last year’s momentum with a fresh creative direction and highly targeted approach to engage high-value traveller segments: “Brisbane Favours the Bold has been instrumental in showcasing the city’s unique identity and driving visitation from key domestic source markets, with a 15.3% increase in interstate travel for year ending December 2024.

“This next evolution combines bold storytelling and unexpected creative executions with strategically targeted, contextually relevant media placements designed to capture our audience’s attention and spark curiosity. We’re aiming to deepen engagement and reinforce exactly why Brisbane should be on their radar.

“Launching Brisbane Favours the Bold into the New Zealand market presents an exciting growth opportunity, leveraging increased air capacity and major upcoming events such as NRL Magic Round and Tour de Brisbane. We’re confident this will capture the imagination of Kiwi travellers and shift outdated perceptions, positioning Brisbane as a dynamic and compelling travel destination.”

Says Chris Ernst, dentsu Queensland Managing Director: “I know I speak on behalf of the wider agency in saying we are incredibly proud to play a strategic role in this next iteration of the Brisbane Favours the Bold campaign.”

“Not only does it showcase the unique and bold experiences on offer in this great city of ours, it’s also a wonderful example of the collaboration, creativity, and innovation on offer in our Queensland communications industry, and the measurable outcomes that we are achieving collectively.”

Earned media activity is also planned throughout the campaign across Australia and New Zealand, as well as partnerships with Expedia Group, Trip Advisor and Virgin Australia to convert generated demand.

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

Client: Brisbane Economic Development Agency
Callum Wood – General Manager Marketing
Bec Evans – Marketing Manager – Tourism, Business & Major Events
Taylor Keresztesi – Marketing Executive, Tourism, Business & Major Events

Brand design: Bigfish Design
Dave Byrne — Creative Director / Designer
Scott Eather — Concept / Strategy
Simone Slatter — Producer
Hannah Asrick — Designer

Production & Postproduction – Content Lion
Director – Isaiah Matthews
Dop – Kareem Anti
Photographer – Phoenix Wilson
Editor – Ryota Yorifuji
Colourist – Kali Bateman

Media agency: dentsu Queensland
Monique Gerada – Senior Client Director
Emilia Ball – Strategic Partnership Director
Harleen Sodhi – Digital Director
Moana Solia – Client Manager
Sam Carlin – Digital Manager
Jessica Lee – Senior Client Executive

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