The Queensland Government is revving the engine on road trips encouraging travellers to pack the car with family and friends and explore ‘Australia’s Holiday Highway’ in Queensland.
The new campaign promotes the Pacific Coast Way, the celebrated beach and island studded stretch between Gold Coast and Cairns, as the holiday highway of the nation.
Launched by the Queensland Government through Tourism and Events Queensland, the campaign is a major initiative under the Destination 2045 tourism strategy.
Designed to encourage dispersal across the state, the Pacific Coast Way is the largest of three major road-trip routes with the Great Inland Way between Hebel and Cooktown and the Matilda Way between Cunnamulla and Karumba, also featuring.
The campaign is aimed primarily at interstate and local travellers encouraging them to hit the highway and enjoy multi-stop itineraries packed with unique icons, natural wonders, events, and nostalgic charm.
To help travellers make the most of ‘Australia’s Holiday Highway, great deals are on offer with Tourism and Events Queensland partnering for the first time with NRMA Group (including NRMA Parks and Resorts and SIXT), and Expedia Group on accommodation and care hire, including waived one-way car hire fees on selected routes and travel dates through SIXT
The compelling offers are designed to inspire ideas and highlight the ease, affordability and appeal of multi-stop stays with a full list available on Queensland.com.
Minister for the Environment and Tourism, Science and Innovation, Hon Andrew Powell MP, said the campaign celebrated Queensland’s diversity and aimed to grow the state’s share of road-trip holidays.
“Road trips are a fun and affordable way to holiday and we want to and make it even easier for people to get out and about and enjoy all that our state has on offer.
“From the Sunshine Coast’s Big Pineapple to the Golden Gumboot in Tully, to whale watching in Hervey Bay or getting the adrenaline pumping at the Gold Coast’s theme parks, Queensland is packed with big things to see and do.
“Taking a road-trip along ‘Australia’s Holiday Highway’ is the perfect way to explore all this and so much more, as this campaign embraces the icons and experiences that make Queensland unforgettable.
Tourism and Events Queensland CEO Craig Davidson said the campaign was part of a long-term strategy to grow Queensland’s share of drive holidays.
“This campaign is about inspiring travellers to jump in the car and explore deeper, stay longer and experience the full breadth of Queensland’s natural and cultural wonders.
“Whether it’s ready-made itineraries available on Queensland.com, or accommodation deals along the way, we’re doing all we can to make the drive holiday easy, affordable and fun.
“We’re proud to launch ‘Australia’s Holiday Highway’ and are excited to see how our tourism industry brings it to life across the state.”
The campaign is now live nationally across broadcast, online video, social media, large-format outdoor and native content placements.
