Brisbane Favours the Bold

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

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.

Adrian Schrinner

Lord Mayor

Build Brisbane’s reputation as a modern leading global city by redefining perceptions of Queensland’s thriving capital, strengthening awareness of Brisbane’s leisure offering, and continuing to drive record growth for Brisbane’s visitor economy.

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.

We needed to build on the city’s momentum to evoke a sense of enticing intrigue for Australians, by leaning into Brisbane’s unique charm.

Brisbane Favours the Bold, appealing to those who search for the unexpected to discover the new Brisbane.

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.