Since the mid 1990s, BBS has provided publicity, event management, government communication, membership and issues management support to Queensland’s peak tourism industry body, the Queensland Tourism Industry Council (QTIC). Our work has included support for policy advocacy, government communication, publicity and media relations and the industry’s awards program.
For the 2019 Queensland Tourism Awards, BBS’ developed a campaign to generate local and international publicity for the awards program which celebrates the achievements of Queensland’s best tourism operators across 11 regions within the State. The awards are seen as a critical promotional activity for the State’s tourism sector within both national and international markets.
BBS executed a strategic three-phase media campaign that provided crucial support and profiling opportunities for key regions and award categories in the 2019 QTA’s. The focus of the QTA campaign was to increase awareness of the awards throughout the year and to profile and achieve significant media coverage of the final award winners.
In 2019, BBS’s campaign delivered more than three times the audience reach of the previous two years (37.83 million people) which resulted in an equivalent media value of $1.81 million – more than double the 2017 and 2018 results.
Over the past three years alone, as a result of extensive national and state-wide coverage, BBS has achieved more than $3.45 million in media coverage, reached an audience of more than 60.9 million and secured more than 580 print, online, radio and television media clips.