Queensland Tourism launches campaign

Controversy Adds to the Buzz

Queensland has launched its most ambitious tourism campaign in over a decade, joining forces with the beloved animated character Bluey to extend a heartfelt invitation to the world: come and experience 'Bluey’s world, for real life' in the Sunshine State.

This Campaign goal is clear: attract an additional 1.3 million holiday visitors to Queensland by 2025, injecting an estimated $1.7 billion into the state’s economy.

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Pauline Hanson
However, the campaign has taken an unexpected turn with a controversial parody video from One Nation politician Pauline Hanson. Known for her polarising opinions on immigration and politics in Australia, Hanson’s new animated show "Please Explain" used the likeness of Bluey and tourism ad host Robert Irwin, to critique the state of Queensland, addressing issues like youth crime, Aboriginal land ownership, and housing. This video has gone viral, sparking a mix of outrage and intrigue.   Adding fuel to the fire, Robert Irwin has threatened to sue, as he did not provide permission for use of his likeness nor endorse the party's views.

The question arises: does this controversy expand the reach of the original campaign, and  is all publicity good publicity?  Is this controversy overshadowing the campaign’s positive message, or is it bringing more attention to Queensland?

From a marketing perspective, it certainly gained more attention. The controversy has gone viral, which means more people are talking about Queensland. This increased visibility can bring more attention to the original campaign. The viral nature of the controversy means the campaign is reaching audiences who might not have been exposed to it otherwise. This can include both supporters and critics of the One Nation video.
 

The global discussion can attract international attention, aligning with the campaign's goal of attracting tourists from key international markets.

The saying "all publicity is good publicity" might hold true here. Even though the parody video has negative elements, it keeps Queensland in the public eye, maintaining the campaign's momentum.

But it's a double-edged sword. While it can expand the campaign's reach and maintain public interest, there's a significant risk of overshadowing the positive aspects of the campaign with political and social debates. Balancing this increased visibility with clear, positive messaging about Queensland’s attractions will be crucial in leveraging the situation to the campaign's advantage.

Seizing viral opportunities can significantly amplify your brand's reach and engagement. To maximize these moments, it's essential to stay agile and responsive to trending topics and controversies.

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