Tourism and Events Queensland (TEQ) is capitalising on the global popularity of the animated series 'Bluey' in the state tourism body's most significant campaign in over a decade, . The campaign, which presents Queensland as 'Bluey's world, for real life', aims to entice global visitors to experience the Queensland lifestyle.

As part of the campaign launch, representatives from the tourism industry and community groups are attempting to set a world record for the largest 'Keepy Uppy' game, a game inspired by 'Bluey', spanning almost 2,000km across Queensland. This campaign marks the first partnership between TEQ and BBC Studios.

The campaign includes exclusive deals from Qantas Group, Expedia Group, Flight Centre Travel Group, and Accor Group. TEQ is launching a major local and international publicity blitz, expected to reach tens of millions in Australia, New Zealand, the United States, the United Kingdom, Japan, and Singapore.

The campaign features a television ad fronted by Robert Irwin, recently named Australia's most popular broadcast personality. TEQ is also offering a 12-night Queensland holiday, including a family experience at the 'Bluey's World Brisbane' event launch.

The campaign also includes a high-impact advertising campaign across Australia and New Zealand on television, print, digital, social media, and out-of-home, with major media partners. TEQ anticipates the campaign will support visitor growth to reach targets of an additional 1.3 million holiday visitors to Queensland, estimated to spend an additional $1.7 billion by June 2025.

The Queensland Government, through Screen Queensland, has supported 'Bluey' since its inception in 2018 through its Post-Production, Digital and Visual Effects (PDV) incentive. Three seasons of 'Bluey', totalling 154 episodes, have been produced.

Queensland Premier, Steven Miles, said: "For the past six years, Bluey and the backdrop of Brisbane has captivated audiences globally and now it's time to bring the world here to Queensland - Bluey's world for real life."

"We have the world's best lifestyle, the best beaches, the best cities, the incredible outback, the Great Barrier Reef and people who love welcoming visitors to our unbeatable backyard," said Tourism Minister, Michael Healy. "We are absolutely stoked with this campaign inviting families from around the world to Queensland."

"We have seen the global smash hit that Bluey has become, and it just makes sense for us to work together and market this beautiful state to families who want their chance to experience what Bluey's world is really like," said CEO of Tourism and Events Queensland, Patricia O'Callaghan. "When the Bluey's World immersive experience was announced late last year, we said we would be backing it with serious marketing, and I am excited about what this campaign will bring for the 64,000-plus tourism businesses right across this state."

"In a globally competitive market, Queensland must show the world what makes us special," said O'Callaghan.