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increase in passengers


increase in bookings


increase in visitor night stays


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. 


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.


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.