Unveiling the new-look campaign highlighting the city’s outdoor lifestyle and rich mix of experiences, Lord Mayor Adrian Schrinner said he was confident Brisbane will emerge from the COVID-19 pandemic as Australia’s latest must-do destination.

“Brisbane is already the nation’s fastest growing capital and I have no doubt that trend will translate into more tourists visiting our great city,” he said.

“As the world’s newest destination for the Olympic and Paralympic Games, there’s already increased interest both domestically and internationally in discovering more about Brisbane. This exciting campaign will take advantage of that interest.

“It showcases the significant number of new destinations and experiences that have been created in Brisbane over recent years while highlighting many of the attractions locals love about their city that interstate people may not be familiar with.”

Working with VMLY&R and Bigfish, Brisbane Economic Development Agency (BEDA) developed a fresh new brand for the greater Brisbane region, cementing its position as a must-visit destination.

BEDA Chief Executive Officer, Anthony Ryan, said it was important the city’s brand not only elevated its appeal as a business and leisure destination but taps into everything that is uniquely Brisbane, reflecting the city’s lifestyle, climate, opportunities and, most importantly, its people.

“The brand is 100% made in Brisbane, utilising music from local artists, and developed by a cohort of passionate Brisbane creatives who love the city and all that it offers,” said Mr Ryan.

“Brisbane’s new visual identity is contemporary and innovative and represents the colours, nostalgia, confidence and humour of Brisbane.”.

“Shining a light on the stories of Brisbane is also a unique aspect of the brand, showcasing our city’s exceptional dining and cultural offerings, enviable lifestyle, and strong business appeal particularly as we target international markets over the coming years.”

The colour palette reflects the moods, seasons and icons of Brisbane with shades including Gabba Maroon, Roar Red, Moreton Sand, Brisbane Gold and Jacaranda Purple.

Its smart visual identity and flexible design system adapts and appeals to Brisbane’s diverse markets from its fun, playful leisure side to its business-centric applications spanning small business support through to investment attraction.

The campaign features destinations including Fortitude Valley’s Hotel X and The Calile Hotel, Moreton Island’s sand hills and the Tangalooma wrecks, Howard Smith Wharves and kayaking on the Brisbane River.

“While residents know Brisbane just keeps getting better, many interstate people who haven’t visited for a while might not be aware of all the fantastic new destinations, like Howard Smith Wharves,” Cr Schrinner said. 

“They may also not know about our many natural attractions, like the Tangalooma wrecks.

“This campaign puts all those amazing things about Brisbane together and I am confident it will help those sectors of our economy that have really suffered through the pandemic.”

Cr Schrinner said the campaign launched on Monday (February 21st) in Melbourne and Sydney and features television, digital and social media advertisements.

“Now is the perfect time for us to start our campaign to attract southern tourists to Brisbane,” he said.

“Many pandemic restrictions have been lifted and people in Victoria and New South Wales will be wanting a holiday to look forward to as they face the cold months ahead.

“That’s why our campaign so strongly focuses on the ability to enjoy Brisbane’s outdoors throughout the year.”