Brisbane is set to take its place as one of Australia’s major metropolitan destinations with the launch of a $4.6 million interstate promotional campaign.

The multi-media awareness campaign, a joint initiative of Brisbane City Council, the Queensland Government and Brisbane’s official marketing authority Brisbane Marketing, will re-educate Sydney and Melbourne about the true nature of the new Brisbane. 

Brisbane Lord Mayor Campbell Newman said independent research commissioned by Brisbane Marketing showed that Sydney and Melbourne still saw Brisbane as a ‘big country town’ with little or no awareness of Brisbane locations and experiences.

Challenging interstate residents to visit Brisbane to make up their own minds whether Brisbane was a sleepy country town, the Lord Mayor said Brisbane was continually improving on its reputation as a vibrant, exciting and attractive world-class city, with new and exciting opportunities for tourism and business.

“This campaign is about showing southern states that Brisbane has something unique to offer – a point of difference,” Cr Newman said. I am happy to deliver on my promise to fund a campaign that will tell the world about our great city and I thank the State Government, Brisbane Airport Corporation, Port of Brisbane Corporation and Redlands Shire Council for their support.”

Cr Newman said Brisbane City Council had committed $3 million to the first phase of the campaign and he was confident Brisbane would realise significant returns from its investment. Queensland Premier Peter Beattie said the campaign was about letting southern states know what Brisbane has to offer as a metropolitan city.

“The Queensland Government has made a three year investment of over $1.5 million in supporting Brisbane’s emergence as a major Australian destination for investment, business and tourism,” Mr Beattie said. “This campaign will demonstrate to southern states that Brisbane is a vibrant and dynamic hub for a wide range of unique urban, regional and coastal experiences,” he said.

Brisbane Marketing CEO, Marina Vit said the campaign was part of a long-term strategy to change the perception of Brisbane in southern markets, and the result of 12 months of planning, research and development.

“The Lord Mayor provided his endorsement of a major initial investment that allowed for the development of the campaign, and was followed by significant contributions from the Queensland Government, Brisbane Airport Corporation, Port of Brisbane Corporation and Redlands Shire Council,” Ms Vit said.

“Brisbane Marketing’s charter has always been to promote Brisbane in interstate markets but has previously focused on local and regional marketing,” she said.

“After three years of local promotion and with research identifying many outdated perceptions of our city, it is time to start promoting Brisbane to our southern counterparts. We have developed a long-term strategy to position Brisbane as a confident and optimistic city.

After an extensive expression of interest and selection process we commissioned Brisbane-based agency McCann Erickson to assist with the creative execution of the first phase (a 12 month television, cinema, print and online promotional campaign) of the campaign. The campaign will be well supported by a new range of researched collateral and a website presence that will provide access to comprehensive tourism and business information,” she said.

The campaign will depict Brisbane’s unique and modern lifestyle using Brisbane experiences such as the Brisbane Powerhouse (New Farm), Moreton Bay, the Queen Street Mall, Fortitude Valley, South Bank Parklands, Kangaroo Point Cliffs, live music venues and the Brisbane River.

Television advertisements will be seen during prime time television in Sydney and Melbourne as well as on local television. Print advertising will commence in national magazines and newspapers from mid August.

Ms Vit said that a collaborative approach by government and industry is essential to ensure the quality of the campaign and to guarantee Brisbane residents and business reaps the rewards.

The new website is www.experiencebrisbane.com .

Brisbane includes the regions of Redcliffe, Boonah, Laidley, Redlands, Ipswich, Kilcoy, Esk, Caboolture, Pine Rivers, Logan, Gatton, Beaudesert, Pine Rivers and Brisbane City.