BEDA's 'Brisbane Favours the Bold' via VML

5 March 2024

Media Agency: dentsu

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To those who search for the unexpected to discover the new Brisbane.

Brisbane Economic Development Agency (BEDA) has launched a domestic tourism campaign, Brisbane Favours the Bold, appealing to those who search for the unexpected to discover the new Brisbane.

Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, and continue to drive record growth for Brisbane’s visitor economy.

Building on the city’s momentum, the campaign leans into Brisbane’s unique charm, evoking a sense of intrigue to entice Australians to discover the ever-evolving city.

From sophisticated accommodation to innovative dining, riverside galleries and museums, ancient rainforests and globally acclaimed beaches, Brisbane has fast become a leading Australian destination which continues to enthral domestic and international travellers.

Lord Mayor Adrian Schrinner said the campaign would encourage visitors from southern states to book their next trip to Brisbane.

“Brisbane’s popularity as a holiday destination continues to soar, as we attract incredible accolades from global publications like TIME Magazine, Frommers and The New York Times that highlight everything our great city has to offer,” he says.

“Victorian and New South Wales travellers are the most eager, with visits from those states up on average 19 per cent from last year. Our new tourism campaigns will debut during AFL opening round, showcasing Brisbane’s worldclass culinary scene, packed major events calendar and stunning natural wonders, inspiring our southern neighbours to book their next trip to Australia’s best city."

BEDA GM of marketing Callum Wood said Brisbane has fast become a must-visit destination, with the latest data revealing record visitor spend up 35% YoY.

“With recent accolades recognising Brisbane’s status as a global destination, it’s vital that we keep that momentum going, through activity that showcases the city’s bold and unique offering," he said.

“Our ‘Favours the Bold’ campaign heroes the region’s incredible experiences and aims to inspire travellers from across the country to try something new.

“Through hyper-targeted creative and media, the campaign will harness custom audience segmentation research to reach Brisbane’s most lucrative market segments through innovative and engaging placements.”

VML’s head of strategy Andrew Kolb, who is also leading the creative strategy for the Brisbane 2032 Olympic and Paralympic Games brand, said as a Brisbane-based agency, there’s no greater honour than to be part of telling Brisbane’s story.

“This campaign is about building Brisbane’s reputation as a modern leading global city, standing
tall as a destination with a bold, unmistakable flavour,” said Kolb.
“There are so many opportunities for travellers to connect to the city through their personal passions and interests, and we set out to tell that story of growth and opportunity.”

Working with dentsu Queensland, the media approach includes dynamic programmatic out-ofhome showcasing the next available flights to Brisbane, guerilla street posters, interactive BVOD formats such as Expanders and QR-coded freeze frames, local TikTok creators showing off their favourite spots, and a talent-led integration in the AFL’s Round Zero clash between Brisbane & Carlton.

The campaign will also be supported through online video, social, display, and comprehensive content partnerships with The Urban List and ARE Media.

Earned media activity is also planned throughout the campaign, including pop-up activations in Sydney and Melbourne, and travel trade partners Expedia, Travello, Trip Advisor and Virgin Australia will convert demand generated for the destination.

Brisbane Favours the Bold rolled out across the country on March 4, 2024.


Client: Brisbane Economic Development Agency
Callum Wood – General Manager Marketing
Rebecca Evans – Marketing Manager - Tourism, Business & Major Events

Creative agency: VML
Art Director – Jon Vargas
Copywriter – Dane Alexander
Account Director – Natasha Kent
Brand design: Bigfish Design
Dave Byrne – Design Director

Media agency: dentsu Queensland
Monique Gerada – Client Director
Emilia Ball – Strategic Partnership Director
Josh Iselin – Digital Director


Production Company: Content Lion
Director – Max Hinton
Head of Production – Isaiah Mathews


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