Bluey will be face of Queensland’s new international tourism campaign

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Global phenomenon Bluey becomes the official face of Queensland, spearheading the Sunshine State’s biggest tourism campaign in over a decade.

Popular cartoon dog Blue Heeler and her family live in Brisbane and tourism bosses hope her popularity will lead to fans wanting to see “Bluey’s world in real life”.

“Over the past six years, Bluey and the Brisbane setting have captivated audiences around the world and now it’s time to bring the world here to Queensland – Bluey’s real-life world,” said Premier Steven Miles.

“We have the best lifestyle in the world, the best beaches, the best cities, the incredible outback, the Great Barrier Reef and people who love welcoming visitors to our unbeatable backyard.

“I invite everyone to come and experience for themselves the great place that the Heeler family couldn’t move away from.”

To celebrate the launch of the campaign, the world’s largest game of a Bluey favourite – Keepy Uppy – was played across the state.

The world record attempt required hundreds of people to keep a giant red ball in the air in several games of keepy-uppy over a distance of almost 2,000 km through Queensland.

Bluey is supported by another big name: Robert Irwin, recently named Australia’s most popular radio presenter.

The new tourism campaign comes months ahead of the November 7 opening of the immersive Bluey’s World experience on Brisbane’s Northshore.

TEQ will launch a major local and international advertising campaign to reach tens of millions of people in Australia, New Zealand, the United States, the United Kingdom, Japan and Singapore.

TEQ expects the campaign will support visitor growth to achieve its target of an additional 1.3 million holiday visitors to Queensland, who are expected to spend an additional $1.7 billion by June 2025.

The Queensland Government has supported Bluey through Screen Queensland through its Post-Production, Digital and Visual Effects (PDV) incentive since its inception in 2018. Since then, 154 episodes of Bluey have been produced across three seasons.

Tourism and Events Queensland chief executive Patricia O’Callaghan said the tourism industry supports 200,000 jobs in the state.

“In a globally competitive market, Queensland needs to show the world what makes us special,” she said.

“Bluey is a true international sensation and we are thrilled to be working with BBC Studios to invite the world to experience Bluey’s world in real life here in Queensland.”

TEQ is giving away a 12-day Queensland holiday, including a priceless family experience at the inaugural Bluey’s World Brisbane event. To enter, visit www.queensland.com/blueysworld.

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