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Experience Bluey's World in Brisbane from November 7, 2024.In a strategic move set to revolutionize tourism in Queensland, Tourism and Events Queensland (TEQ) has launched its most ambitious campaign in over a decade, leveraging the global phenomenon of Bluey. This campaign, aptly named “Bluey’s World for Real Life,” aims to draw visitors from around the globe to experience the vibrant Queensland lifestyle depicted in the beloved animated series.

Setting a World Record

To mark the campaign’s launch, TEQ has organized a grand event to set a world record for the most giant Keepy Uppy game, inspired by one of Bluey’s favourite games. Participants across Queensland will keep a giant red ball in the air, symbolizing the state’s unbreakable spirit and community unity. This unprecedented event will span nearly 2,000km and involve hundreds of enthusiastic participants.

Exclusive Travel Deals

The campaign features enticing travel deals, with prominent tourism partners like the Qantas Group, Expedia Group, Flight Centre Travel Group, and Accor Group offering exclusive Queensland holiday packages. These partnerships aim to convert the campaign’s extensive global publicity into tangible tourism growth, enticing families worldwide to explore Bluey’s home state.

Global Publicity Blitz

Starting today, TEQ will execute a massive local and international publicity blitz, reaching millions in Australia, New Zealand, the United States, the United Kingdom, Japan, and Singapore. The television advertisement, fronted by the iconic Robert Irwin, named Australia’s most popular broadcast personality, will anchor this campaign, capturing the imagination of potential tourists.

Bluey’s World Experience

The immersive Bluey’s World experience is central to the campaign, set to open at Brisbane’s Northshore on November 7. This attraction promises to bring the magic of Bluey to life, offering a unique, interactive experience for families. TEQ also gives away a 12-night Queensland holiday, including a unique family experience at Bluey’s World Brisbane event launch. Interested participants can enter the draw at www.queensland.com/blueysworld.

High-Impact Advertising

The advertising campaign starts today and spans television, print, digital, social media, and out-of-home advertising across Australia and New Zealand. This comprehensive approach ensures maximum reach and engagement, driving significant interest and bookings for Queensland holidays.

Expected Economic Impact

TEQ anticipates this campaign will significantly boost tourism, targeting an additional 1.3 million holiday visitors and generating an estimated $1.7 billion in tourism revenue by June 2025. The Queensland Government has been a staunch supporter of Bluey since its inception in 2018. Screen Queensland funds 154 episodes across three seasons through its Post-Production, Digital, and Visual Effects (PDV) incentive.

Official Statements

Premier Steven Miles emphasized the campaign’s potential: “For the past six years, Bluey and the backdrop of Brisbane have captivated audiences globally. Now it’s time to bring the world here to Queensland – Bluey’s world for real life. We have the world’s best lifestyle, the best beaches, the best cities, the incredible outback, the Great Barrier Reef, and people who love welcoming visitors to our unbeatable backyard.”

Tourism Minister Michael Healy expressed his excitement, “We are absolutely stoked with this campaign inviting families from around the world to Queensland. Bluey’s global success makes it a perfect match for our tourism strategy, offering families a chance to experience what Bluey’s world is really like.”

Tourism and Events Queensland CEO Patricia O’Callaghan highlighted the campaign’s strategic importance: “In a globally competitive market, Queensland must show the world what makes us special. Bluey is a true international sensation, and we could not be more excited to work with BBC Studios to invite the world to experience Bluey’s world for real life here in Queensland. Our tourism industry employs more than 200,000 Queenslanders, and this campaign is designed to drive industry growth with bold, innovative approaches.”


Queensland’s Bluey-inspired campaign is set to redefine the state’s tourism landscape, leveraging the beloved character’s popularity to attract millions of visitors. With exclusive travel deals, a world record attempt, and a high-impact global advertising strategy, this campaign promises to deliver substantial economic benefits while offering families worldwide a unique opportunity to experience Bluey’s world for real life.




Written by: Michelle Warner