Beer hopes to boost FNQ tourism
Far North Queensland’s natural beauty will be showcased throughout Australia as part of a $5 million billboard advertising campaign launched today by Great Northern Brewing Co.
The billboards feature photographs of stunning tropical North Queensland, taken by Sunshine Coast adventure photographer and beer enthusiast Krystle Wright.
Great Northern’s Mick McKeown said the beer’s heartland was in North Queensland and the area had been doing it tough of late, with Queensland battling through recent fires, cyclones, drought and floods.
“It has been a tough year for Queenslanders so we hope the “Beer From Up Here” campaign will give the tourism industry a much-needed boost,” Mr McKeown said.
“More than 80 billboards will go live across Australia this week featuring (North) Queensland.
“We’re hoping someone sitting in their car on a rainy day in Melbourne or Sydney will look up at a Great Northern billboard and think, ‘I’m going to head there to have a cold beer’.”
Mr McKeown said Great Northern would continue to invest in the region and use any opportunity to showcase it to the rest of Australia.
Jon Hasler, owner of hospitality and tourism operator Sun Tourism, welcomed Great Northern’s continued support to promote Queensland.
“In the past few months, Queensland has made headlines for all the wrong reasons, so it is going to take a concerted effort to get Queensland back on a traveler’s to-do list,” Mr Hasler said.
“Tourism generates approximately $25 billion[i] to the Queensland economy and $3.1 billion towards the Tropical North Queensland economy[ii], Mackay $396.4 million[iii], Townsville, $878.2 million[iv] and the Southern Great Barrier Reef $1.1 billion[v]) every year.
“Whether you’re an operator that sells rooms, tours, trips or beers we all need to work together to promote the region and get things back on track.
“You’d be hard pressed to find somewhere else in the world that matches the natural beauty we have here.”
Tourism Tropical North Queensland CEO Pip Close said it was fantastic to see the region being promoted throughout Australia on the billboards.
“Those of us in the area know exactly how beautiful it is, so this is a wonderful opportunity to promote our Wet Tropics rainforest to those who haven’t yet discovered what a unique place this is in Australia,” she said.
“Almost three million visitors travel from throughout Australia and the rest of the world to visit our World Heritage-listed reef and rainforest every year, we love sharing it with them and showcasing the natural beauty of tropical North Queensland.”
Mr McKeown said to capture the essence of Queensland’s laidback, outdoor lifestyle, Great Northern Brewing Co. had engaged Queensland adventurer photographer, Krystle Wright.
Ms Wright said it hadn’t been a tough ask to do a shoot in a place which was so beautiful.
“I come from a very beautiful part of Queensland and in my job as an adventure photographer, I get to visit some pretty amazing places, but I have to say North Queensland was really impressive.
“And it’s great to be part of a campaign promoting a brand which I really love.”