Brisbane Economic Development Agency (BEDA) is the custodian of the Brisbane brand and is responsible for championing the city as a globally desired destination for business and visitation.
Brisbane brand
BEDA manages the Brisbane destination brand. The destination brand not only elevates Brisbane’s appeal as a business and leisure destination, but taps into everything unique about Brisbane, reflecting the city’s lifestyle, climate, opportunities and people.
BEDA also manages the Brisbane Content Toolkit, a library of free, high-quality destination content, practical tools and educational materials to support businesses to tell Brisbane’s story.
For more on Brisbane’s visual identity and marketing materials, visit the Brisbane Content Toolkit.
Campaigns
BEDA builds Brisbane’s profile as a business and leisure destination, driving demand for the city in domestic and international markets through marketing campaigns, activations and strategic partnerships. Campaigns are supported by high-reaching media investment through to tactical and trade conversion focused activity.
Domestic Tourism Campaign
Brisbane Favours The Bold – Winter Burst
BEDA’s domestic tourism marketing campaign Brisbane Favours the Bold has re-launched in key interstate markets, live from 26 June - 11 August.
Building on the campaign’s momentum from earlier in the year and appealing directly to those who search beyond conventional for the new and the unexpected, the campaign will launch to market with a News Corp activation daring Sydney and Melbourne audiences to enter to win an exclusive, money can’t buy Brisbane holiday valued at over $15,000.
The campaign will be live across Out of Home, including bus mega-side wraps in key metro locations, catch-up TV utilising advanced MiQ audience targeting, social channels META and TikTok, online video, content partnerships with Urban List and ARE Media and earned media activity with Gourmet Traveller, Pedestrian TV, The Latch and Australian Traveller. Trade partner Expedia Group and TripAdvisor have been engaged to convert generated market demand.
How to get involved?
IMATE via Dentsu: Please find link here to the industry webinar on how to leverage the campaign. IMATE allows you to re-target campaign audiences tailored to your business needs, budgets and preferred channels. Contact [email protected] or [email protected] for more information.
ATDW Listing: The campaign will be driving domestic travel intenders to the Visit Brisbane website and we would therefore recommend reviewing your ATDW listing to ensure all information is up to date and imagery is of high quality.
ATDW Deal: To further increase your exposure across Visit Brisbane website and campaign activity, we highly recommend activating an ATDW deal.
Trade partners: If you’re not yet contracted to the below trade partners and are interested in finding out more, please find contact details below:
Expedia Group
Accommodation
Please reach out to Brisbane market managers, Alexandra Spee [email protected] and or James Hosking [email protected].
Activities
If you are an activity provider who would like to be included in this campaign, you will need to become a partner with Viator in order to have your listing feed through to Expedia. Please follow these instructions to get listed:
Please complete the following steps to list net-new Suppliers Activities on Expedia Group POSa
- Navigate to https://supplier.viator.com/sign-up-info?m=66028 and review all standard terms & conditions for listing products
- Agree to all terms & conditions outlined by Viator
- Configure products as Instant Confirmation (Free-sell) rather than On-Request
Please note there is a one-off charge of $29USD to load each product onto the Viator platform (standard Viator charge, not a fee from Expedia), which in turn will allow the product to display on Expedia.
Trip Advisor
Tripadvisor Management Center: Quick Start Guide | Tripadvisor Insights
Dine BNE City
Brisbane’s largest dining program, Dine BNE City, returns for its fourth year, offering over 90 exclusive dining experiences in The City. Dine BNE City is a program that supports the City Centre hospitality sector, showcasing the restaurants and bar offering in The City to drive visitation and increase bookings and sales. From 1-30 June, both locals and visitors can indulge in lunches ranging from $25 to $35, curated banquets, special drink and food pairings, and a diverse lineup of culinary events, including wine dinners and a self-guided wine walk. To kick off this exciting program, Dine BNE City will also host a launch event, Fireside, on 31 May at the grounds of St. Stephen’s Cathedral. Guests will be treated to curated food and drinks, live entertainment, and delightful surprises, setting the stage for an unforgettable month of dining in The City.
Brisbane Brief
The Brisbane Brief highlights Brisbane’s unique strengths, providing local businesses, industry leaders and global partners with a document to showcase the city on international trade missions, investment pitches and more. Developed in consultation with over 150 local industry leaders, the Brisbane Brief is designed to sell the city on a global stage to help attract multi-million-dollar investment, business opportunities and major events to Brisbane.
Enhanced Destination Marketing Program (EDMP)
In 2019, Brisbane Airport Corporation (BAC) and Brisbane Economic Development Agency collaborated to create the Enhanced Destination Marketing Program (EDMP). This program aims to bolster the aviation and tourism sectors by identifying key international priority markets and implementing initiatives to support incoming flight capacity to Brisbane and boost visitor numbers from these markets.
BEDA is currently seeking to appoint full-service third-party representation agencies for a three year period for the following regions, beginning 1 July 2024:
- North America
- Southeast Asia
Be part of Brisbane’s story
For local businesses keen to share exciting news, new product offerings or information on upcoming events, please upload your content via the Visit Brisbane Content Submission form.
To become a BEDA Member, visit our Membership page.