Queensland has launched a major international tourism campaign featuring beloved cartoon character Bluey and Australia Zoo’s Robert Irwin. The $9.2 million campaign, titled “Bluey’s world, for real life”, was officially launched with a world record attempt at a favorite pastime of Bluey’s family, “Keepy Uppy”. The campaign aims to attract an extra 1.3 million travelers to the state and reach millions of viewers in key markets such as the US, UK, New Zealand, Japan, and Singapore.
The new campaign centers around a television commercial in which Robert Irwin asks viewers if they have ever wished to live in Bluey’s world for real life. The commercial showcases popular Queensland holiday destinations such as the Great Barrier Reef, the Gold Coast, and Brisbane, and invites viewers to come and play in Bluey’s world in Queensland. The campaign is a collaboration between Tourism and Events Queensland and the UK-based BBC Studios, building on the global popularity of the character Bluey.
The campaign launch included a new world record being set for the game of “Keepy Uppy”, with over 700 people playing simultaneously in Brisbane, Cairns, and on the Gold Coast. This marks the biggest Tourism and Events Queensland campaign in over a decade, with the goal of attracting more visitors to the state and showcasing its diverse range of attractions. The campaign is also timed with the opening of Bluey’s World, an immersive experience at Brisbane’s Northshore set to open on November 7.
The partnership with Ludo Studio, the creator of Bluey, comes at a time when the studio was named one of Time Magazine’s 100 Most Influential Companies of 2024. This highlights the global popularity and impact of the character, making it an ideal ambassador for promoting tourism in Queensland. The campaign aims to reach a wide audience of potential visitors, including international travelers and those from interstate, through a mix of advertising strategies and marketing initiatives.
The “Bluey’s world, for real life” campaign is designed to showcase the beauty and diversity of Queensland as a premier tourism destination, featuring stunning locations such as the Great Barrier Reef, the Gold Coast, and Brisbane. By leveraging the popularity of the character Bluey and partnering with Robert Irwin, the campaign aims to capture the imagination of potential travelers and encourage them to experience the magic of Queensland firsthand. With a mix of traditional advertising channels and digital platforms, the campaign aims to reach a broad audience and inspire them to visit Queensland and explore all that the state has to offer.
Overall, the partnership between Tourism and Events Queensland, BBC Studios, and Ludo Studio represents a unique collaboration that aims to boost tourism in Queensland and showcase the state’s world-class attractions. By aligning with popular characters and influential personalities, the campaign seeks to engage with a wide audience and appeal to both domestic and international travelers. Through innovative marketing strategies and captivating storytelling, the “Bluey’s world, for real life” campaign is set to make a lasting impact and drive visitor numbers to Queensland in the near future.
