Townsville Enterprise, in partnership with Townsville City Council, Tourism and Events Queensland, and the Australian and Queensland Governments, has launched the region’s largest-ever tourism marketing campaign with dentsu Queensland.
The 12-month Up for Unexpected campaign targets travellers in Queensland, Sydney and Melbourne through outdoor, digital, and social media activity, alongside influencer partnerships, PR activations, and brand collaborations with Paramount, Jetstar, Qantas, Expedia, HelloWorld, Urban List and Mamamia.
Fronted by adventure TV host Scott Hillier from Creek to Coast, the campaign positions Townsville North Queensland as a destination offering authentic and memorable experiences. dentsu Queensland led media planning and buying, placing the campaign “in surprising and meaningful contexts.”
Townsville’s dentsu Queensland tourism campaign
Lisa Woolfe, Director of Visitor Economy and Marketing at Townsville Enterprise, said the collaboration demonstrates the power of collective investment in the region’s growth.
“Tourism in Townsville North Queensland is building momentum. In recent months we’ve seen more visitors, major events building our region’s profile and increased cruise ship arrivals,” Woolfe said. “This campaign will take that to the next level – raising awareness of our destination, changing outdated perceptions, and most importantly, delivering more business for local operators.”
Townsville Enterprise expects the campaign to generate more than $50 million in additional visitor spending over the next year.
dentsu Queensland spokesperson Rachel Knight said the agency was proud to help connect travellers with experiences that reflect the region’s warmth and authenticity. “With family ties in regional Queensland, this campaign holds personal significance,” she said. “There’s a warmth and authenticity in Townsville that deserves to be shared.”
Government and council backing
The initiative is supported by a $1 million investment from Townsville City Council and jointly funded by the Australian and Queensland Governments under the Disaster Recovery Funding Arrangements, following this year’s tropical low weather event in North Queensland.
Queensland Minister for the Environment and Tourism Andrew Powell said the $6.4 million funding package for North Queensland is part of the state’s Destination 2045 plan. “Pitching Brand Queensland to the world is a key pillar of our Destination 2045 plan.” Powell said. “Townsville North Queensland is one of the state’s most enticing destinations, attracting more than a million visitors each year – and this campaign will only grow its appeal.””
Acting Townsville Mayor Ann-Maree Greaney said the campaign represents the North’s biggest coordinated marketing effort. “This 12-month campaign is all about showcasing the city’s incredible liveability and growing North Queensland’s reputation as a national tourism destination,” Cr Greaney said. ““This exciting campaign is important not only for the 9,000 locals and hundreds of businesses who rely on tourism, but also for our wider economy as we prepare for 20,000 new jobs to be added in the next five years – Townsville is growing and ready to welcome these workers of the future..”
Agency momentum continues
For dentsu Queensland, the launch adds to a strong year of growth, with recent milestones including the appointment of Laura Henry as Head of Strategy, new media wins with Shine Justice, and retention of The Lottery Corporation. The agency was also named among The Australian Financial Review’s Best Places to Work and had two executives recognised in AdNews’ Emerging Leaders list.
Its expanding tourism client roster includes Tourism and Events Queensland, Brisbane Economic Development Agency, Experience Gold Coast, Tourism Whitsundays, Tourism Tropical North Queensland, Visit Sunshine Coast and others.