Brits urged to come to sunny Qld
As the northern hemisphere prepares for winter, a new Beattie Government tourism campaign is urging wealthy Brits to escape to sunny Queensland.
Tourism Minister Margaret Keech said the $A200,000 Escape to Paradise promotion targeted top end travellers looking for luxury vacations.
"While Queensland is well known in the United Kingdom for its beautiful beaches, stunning wilderness and the wonders of the Great Barrier Reef, this campaign aims to showcase the many five-star experiences on offer," Mrs Keech said.
"Our tourism office in London has teamed up with Gold Medal Travel, Qantas and some of the state's most exclusive spa sanctuaries, island escapes and outback retreats to offer premium travel packages sure to pique the interest of this sophisticated and worldly market."
Campaign participants
ISLAND RETREATS: Hayman Island (Whitsundays), Hamilton Island Beach Club (Whitsundays), Bedarra Island (TNQ), Orpheus Island (TNQ), Lizard Island (TNQ).
SPA RETREATS: Mango Lagoon Resort & Wellness Spa (Palm Cove, TNQ), Silky Oaks Lodge & Healing Waters Spa (Daintree, TNQ), Daintree EcoLodge & Spa (Daintree, TNQ), Sebel Reef House & Spa (Palm Cove, TNQ), Palazzo Versace & Salus Per Aquum (Gold Coast)..
OUTBACK RETREATS: Wrotham Park Lodge (TNQ), Peppers Spicers Peak Lodge ( Brisbane, Southern Queensland).
LUXURY TOURING: Prosail 'Sailing in Style' (Whitsundays), Hot Air Ballooning (TNQ), Silversonic Luxury Dive & Snorkel (TNQ), Down Under by Appointment (TNQ).
Mrs Keech said Tourism Queensland was actively targeting the market segment because it was both time and cash rich.
"The campaign features a stunning 16-page full-colour Queensland Luxury Experience magazine, advertisements in key UK national newspapers and leading consumer travel magazine, Conde Nast Traveller and the addition of special luxury Queensland itineraries on websites such as www.australia.com, and www.airlinenetwork.co.uk " she said.
"The Escape to Paradise campaign follows closely on the heels of the highly successful How To Spend It promotion with Trailfinders which resulted in 28,000 British Financial Times readers requesting more information on luxury Queensland holidays.
"We are making good inroads into this valuable segment, which should result in a boost in incremental arrivals, and yield, out of the UK."
Mrs Keech said the luxury campaign coincided with a return of the successful London cabs promotion, in conjunction with Travelmood.
"One hundred cabs have been painted with colourful Queensland images depicting the diverse holiday experiences on offer," she said.
"The Cairns Colonial Club and Quicksilver Connections took up an offer to the Queensland travel industry and can boast their own full livery cabs.
"This innovative promotion generates great coverage for Queensland with estimates showing the cabs will have covered more than 200,000 km and carried more than 20,000 passengers by the end of the campaign.
"And with 85 per cent of all journeys starting and finishing within central London, the exposure of this 'mobile media' is limitless."
