Tourism and Events Queensland features Bluey and Robert Irwin in $9 million campaign

Building on the global popularity of local sensation ‘Bluey’, Queensland will be pitched as ‘Bluey’s world, for real life’, encouraging visitors from around the world to come and experience the Queensland lifestyle and what Bluey’s world is really like.

Robert Irwin, from Australia Zoo, fronts the television advertisement, inviting viewers to "come play".

This partnership is a first between TEQ and BBC Studios with TEQ’s campaign built around the game of "keepy uppy" – a theme borrowed from an episode of the hit show that first aired in 2018, when Bluey and Bingo took turns in keeping a red balloon from touching the ground.

Tourism industry representatives and community groups will gather at locations around the state today as they aim to set a world record for the biggest Keepy Uppy game. The world record attempt will see hundreds of people keeping a giant red ball in the air, across multiple Keepy Uppy games spanning almost 2,000km across Queensland.

The $9.2 million campaign —"Bluey's world, for real life" — features images from the state's 13 tourist hotspots including Brisbane, the Gold Coast, the Sunshine Coast and the Great Barrier Reef.

Launching the campaign today, Premier Steven Miles noted "For the past six years, Bluey and the backdrop of Brisbane has captivated audiences globally and now it's time to bring the world here to Queensland — Bluey's world for real life.”

Tourism and Events Queensland Chief Executive Patricia O’Callaghan shared “In a globally competitive market, Queensland must show the world what makes us special.

“Bluey is a true international sensation and we could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s world for real life here in Queensland.”

The campaign sees tourism heavyweights offer exclusive deals, with the Qantas Group, Expedia Group, the Flight Centre Travel Group and Accor Group coming in behind it to convert global publicity into booked Queensland holidays.

TEQ will launch a major local and international publicity blitz from today, expected to reach tens of millions in Australia, New Zealand, United States, United Kingdom, Japan and Singapore - some of the state’s top international markets and countries where Bluey is also popular.

TEQ is hoping to attract an extra 1.3 million holidaymakers to the state by June 2025 — both from interstate and worldwide — spending an extra $1.7 billion.

Bluey is available in 60 countries, including the United States, the UK and China. It was co-produced by the ABC and BBC Studios, which has the international broadcast and commercial rights.

Another attempt to capitalise on the popularity of Bluey is set to open in November 2024. Bluey's World promises visitors an immersive experience, with soundscape interactive play features and guided experiences.

Tourism and Events Queensland expects the attraction to generate more than $18 million for the visitor economy.

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

QLD Tourism Minister Michael Healy added “We have seen the global smash hit that Bluey has become, and it just makes sense for us to work together and market this beautiful state to families who want their chance to experience what Bluey’s world is really like.

“When the Bluey’s World immersive experience was announced late last year, we said we would be backing it with serious marketing, and I am excited about what this campaign will bring for the 64,000-plus tourism businesses right across this state.”