The Brisbane Economic Development Agency (BEDA) has unveiled a new domestic tourism campaign, 'Brisbane Favours the Bold', in a bid to redefine perceptions of Brisbane and boost its visitor economy.

The campaign, created in partnership with VML and dentsu Queensland, aims to highlight the city's unique charm and diverse attractions, from sophisticated accommodation and innovative dining to riverside galleries, ancient rainforests, and globally acclaimed beaches.

The campaign is set to debut during the AFL opening round and will support new aviation routes to Brisbane from key markets, including China and North America. The campaign's media approach is hyper-targeted, aiming to reach Brisbane's most lucrative market segments. It includes dynamic programmatic out-of-home showcasing the next available flights to Brisbane, guerilla street posters, interactive BVOD formats, local TikTok creators, and a talent-led integration in the AFL's Round Zero clash between Brisbane & Carlton.

“Brisbane’s popularity as a holiday destination continues to soar, as we attract incredible accolades from global publications like TIME Magazine, Frommers and The New York Times that highlight everything our great city has to offer," Lord Mayor Adrian Schrinner said.

BEDA General Manager of Marketing, Callum Wood, added Brisbane has fast become a must-visit destination, with the latest data revealing record visitor spend up 35% year-on-year according to Tourism Research Australia data for the year ending September 2023.

"With recent accolades recognising Brisbane’s status as a global destination, it’s vital that we keep that momentum going, through activity that showcases the city’s bold and unique offering," he said.

VML’s Head of Strategy, Andrew Kolb, said the campaign is about building Brisbane’s reputation as a modern leading global city, "standing tall as a destination with a bold, unmistakable flavour".

“There are so many opportunities for travellers to connect to the city through their personal passions and interests, and we set out to tell that story of growth and opportunity," he said.

Managing Director of dentsu Queensland, Chris Ernst, also expressed pride in the partnership.

“We are so proud to partner with BEDA to bring this campaign to life to drive prosperity for our great city, something that our crew at dentsu Queensland are so proud and passionate about - we can’t wait to see this in market," he said.

The campaign will also be supported through online video, social, display, and comprehensive content partnerships with The Urban List and ARE Media. Earned media activity is also planned throughout the campaign, including pop-up activations in Sydney and Melbourne. Travel trade partners Expedia, Travello, Trip Advisor and Virgin Australia will convert demand generated for the destination.

The campaign, produced by Brisbane Economic Development Agency and Brisbane City Council, is supported by the Queensland Government through Tourism and Events Queensland’s Contestable Grants Program. It rolled out across the country from 4 March 2024.