Brisbane Favours the Bold

 

Despite Brisbane’s significant economic growth in recent years, Brisbane brand tracking identified legacy perceptions of Brisbane’s leisure offering remained in key interstate markets. Evolving the new Brisbane brand into its next phase, the campaign creative aims to challenge these perceptions by directly appealing to audiences that search beyond the conventional for new and unexpected travel experiences, daring them to (re)discover the new Brisbane. 

The campaign targets custom BEDA audience segments identified as having the highest likelihood to convert to a Brisbane holiday: 

• Luxury Indulgers 
• Social Buzz Seekers 
• Family Escapists 

You can find out more about BEDA’s audience targeting on the Brisbane Content Toolkit. 

2025 Tourism Marketing Campaign 

BEDA’s tourism marketing campaign Brisbane Favours the Bold has re-launched in key domestic and New Zealand markets, live from 24 March.

Building on the success of the 2024 campaign, the new creative challenges audiences to discover Brisbane’s ever-evolving leisure offerings, appealing directly to those who search beyond conventional for the new and the unexpected.

Spotlighting cutting-edge restaurants, rich cultural experiences and charismatic local talent, the campaign invites audiences into authentically Brisbane experiences, – from adrenaline-inducing and awe evoking, to underground dumpling bars and beer yoga in a bold and unequivocally Brisbane showcase of Queensland’s capital.

Created to achieve cut through, build brand salience and maintain engagement in an increasingly low-attention economy, various Brisbane locations spanning Brisbane’s key leisure pillars are featured across a suite of short cinematic vignettes, showcasing local personalities as talent to further evoke the city’s distinct character. 

The campaign will be live across Out of Home, catch-up TV utilising advanced MiQ audience targeting, social channels META, TikTok and Pinterest, online video, a content partnership with Urban List including a user generated content competition and earned media activity with Kia Ora Magazine, Traveller, Cosmopolitan and The Latch. Trade partners Expedia Group, TripAdvisor and Virgin Australia 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] 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 manager Alexandra Spee - [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 complete the following steps to list net-new Suppliers Activities on Expedia Group POSa:

• Navigate to Viator website 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