0
increase in passengers
0
increase in bookings
0
increase in visitor night stays
Challenge
Over the past 5 years Brisbane has been quietly maturing into a world-class metropolis, yet it is often overlooked by Sydneysiders and Melburnians on the hunt for a short winter getaway.
Solution
To help combat misconceptions, Tourism and Events Queensland engaged Haystac to harness the rise of Virtual Reality and develop a content-led campaign for interstate travellers to experience Brisbane in surprising and unexpected ways.
Results
Supported by a Virgin Australia partnership, the results were nothing but blue skies and sunshine;
- There was a 115% increase in passengers and 110% increase in bookings.
- With a 41% increase in visitor night stays, looks like the Southerners are heading north!
The campaign won the PRIA Golden Target Award, 2016.
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