Tourism Queensland has launched a new AUD4 million campaign called ‘Vitamin Me’ promoting Queensland as the ideal destination to unwind and relax.
Kicking off the campaign's activities from 22 October, Minister for Tourism, manufacturing and small business Jan Jarratt said Vitamin Me highlighted the natural beauty that Queensland offered visitors.
“Vitamin Me is the name given to that feeling of relaxation you get from a Queensland holiday. It's a fun, creative idea that demonstrates why Queensland is Where Australia Shines,” Ms Jarratt said.
Ms Jarratt said to celebrate the campaign, Tourism Queensland has developed a fun way for people to test their Vitamin Me levels in an online quiz, where participants go into the draw to win an AUD10, 000 Queensland holiday.
“There are also many Queensland holiday deals on offer, from short breaks and experiences to give a quick boost, to longer holidays to help maintain your Vitamin Me levels.”
Tourism Queensland chief executive Anthony Hayes said the campaign was designed to strengthen Tourism Queensland’s brand Queensland Where Australia Shines.
“As we near the end of the year most people’s energy levels are pretty depleted and the campaign is designed to hit domestic the market in the lead up to the summer holiday booking period by using a range of aggressive cinema, print, online and outdoor channels.
“Using fun, creative tools such as the online quiz to ‘test’ Vitamin Me levels is a great way to get people thinking about how they’re feeling right now and how much better a Queensland holiday will make them feel.”
(Source: eTravelblackboard)
