Brisbane Favours the Bold

 

Despite Brisbane’s significant economic growth in recent years, Brisbane brand tracking identified legacy perceptions of Brisbane’s leisure offering remained in key interstate markets. Evolving the Brisbane brand into its next phase, the campaign creative aims to challenge these perceptions by directly appealing to audiences that search beyond the conventional for new and unexpected travel experiences, daring them to (re)discover the new Brisbane.  

The campaign targets custom BEDA audience segments identified as having the highest likelihood to convert to a Brisbane holiday:  

• Luxury Indulgers
• Social Buzz Seekers
• Family Escapists  

You can find out more about BEDA’s audience targeting on the Brisbane Content Toolkit.  

2026 Tourism Marketing Campaign 

Brisbane continues to build its reputation as one of Australia’s most vibrant and sought after city destinations, and the Brisbane Favours the Bold 2026 campaign is designed to accelerate this momentum. Now in its third year, the campaign continues to evolve the creative platform with a refreshed, more distinctive approach that places Brisbane’s personality, diversity and boldness at the forefront. With a strategic focus on updating perceptions in key interstate markets, the campaign aims to strengthen Brisbane’s position during traditionally softer travel periods and drive greater demand for leisure visitation. 

A hero 30second video, supported by shorter 15 and 6 second formats, champions Brisbane’s experiences, celebrated dining, major events and natured riven escapes. Optimised for high attention environments across video, outdoor and social, the campaign leans into bolder cues and multiple storylines to boost memorability and showcase Brisbane’s distinctive character. 

To maximise conversion, the brand campaign is supported by major booking partnerships with Expedia Group and Booking.com, ensuring consumers can move seamlessly from inspiration to planning and booking. These partnerships tap into high intent travel audiences, extending industry reach and supporting meaningful outcomes for accommodation providers, tours and attractions across the greater Brisbane region.

How to get involved? 

• ATDW listing: The campaign will be driving domestic travel intenders to the Visit Brisbane website and we would therefore recommend reviewing your ATDW listing to ensure all information is up to date and imagery is of high quality.
• ATDW Deal: To further increase your exposure across Visit Brisbane website and campaign activity, we highly recommend activating an ATDW deal.   
• IMATE via Dentsu: IMATE allows you to re-target campaign audiences tailored to your business needs, budgets and preferred channels. Contact hello@imate.com.queensland.com for more information. 
• Trade partners: If you’re not yet contracted to the below trade partners and are interested in finding out more, please find contact details below:  

Expedia Group  

Accommodation: Please reach out to your Market Manager. 

Activities: If you are an activity provider who would like to be included in this campaign, you will need to become a partner with Viator in order to have your listing feed through to Expedia.  

Please complete the following steps to list: 

• Navigate to Viator website and review all standard terms & conditions for listing products   
• Agree to all terms & conditions outlined by Viator   
• Configure products as Instant Confirmation (Free-sell) rather than On-Request   

Please note there is a one-off charge to load each product onto the Viator platform (standard Viator charge, not a fee from Expedia), which in turn will allow the product to display on Expedia.   

Booking.Com 

• Accommodation: Please reach out to your Product Manager. 
• Activities: Through Viator (process above), Klook or Musement.  

2025 Tourism Marketing Campaign 

The 2025 Brisbane Favours the Bold campaign marked the second year of activity for the platform and continued to build momentum in driving visitation and economic impact for the Brisbane region. Delivered across two phases – 24 March to 5 May (with travel April–May) and 1 July to 16 August (with travel August–September) – the campaign targeted key domestic markets including Sydney, Melbourne, Perth and Adelaide, as well as New Zealand. 

A key feature of the 2025 campaign was its adaptation to respond to Tropical Cyclone Alfred, positioning the campaign as a vehicle to support recovery and maintain confidence in travelling to the region. Creative and messaging were adjusted to ensure Brisbane remained front-of-mind for travellers while reinforcing the destination’s resilience, accessibility and breadth of experiences. 

Across the campaign period, activity delivered 174.7 million impressions, generating strong awareness and engagement in priority markets. The campaign was supported by a range of strategic travel and distribution partners including Qantas, Helloworld, Virgin Australia, TripAdvisor and Expedia, ensuring Brisbane’s experiences and accommodation were prominently positioned within travel planning and booking environments. 

This partnership-led approach translated into tangible outcomes for the visitor economy. The campaign drove $8.5 million in tracked booking revenue across Brisbane hotels and tourism experiences and generated 117,000+ outbound leads to Brisbane tourism operators, connecting prospective travellers directly with bookable products across the region. 

Based on Tourism Research Australia’s average visitor spend (TRA NVS year ending December 2024), the activity delivered a potential economic impact of $82.25 million for the Brisbane region.