
QUEENSLAND IS BLUEY'S WORLD FOR REAL LIFE
Tourism & Events Queensland
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.



