To capture the imagination of the family travel market and crown Queensland as the ultimate holiday destination, Tourism and Events Queensland looked to one of our best loved exports: Bluey. The strategy tapped into three insights: Gen Alpha’s sway over family travel decisions, the rise of experience-led tourism, and the popular pup’s Queensland roots.

The campaign launched with the world’s biggest game of Keepy Uppy – a bold, PR-led event across Brisbane, Gold Coast and Cairns. This thunderclap moment generated 3,600 media stories, reached 62.5 million people, and earned $8.3 million in publicity value, including major US coverage on NBC’s Today Show.

A nationwide rollout followed across TV, out-of-home, print, digital and social channels, with trade advertising and bespoke content for all 13 regions. The results? Over 500,000 leads, 76,000 new subscribers, 518,000 passengers, 377,000 room nights and $161 million in sales, proving that Queensland really is Bluey’s world, for real life.