Tourism and Events QLD

Increasing visits
to Brisbane

We helped Tourism and Events QLD convince southerners to visit Brisbane for a mini-break by creating an immersive 360-degree virtual reality experience that transported people to sunny Brisbane.


The Challenge

Tourism and Events QLD needed help convincing southerners to visit Brisbane for a mini-break.

So we created an immersive 360-degree virtual reality experience that transported people to sunny Brisbane. In doing this, we showed our interstate friends what they were missing in Brisbane, by getting them to actually feel like they were missing out.

The Solution

Supported by a Virgin Australia partnership, the results were nothing but blue skies and sunshine;

  • There was a 115% increase in passengers and 110% increase in bookings.
  • With a 41% increase in visitor night stays, looks like the Southerners are heading north!

The campaign won the PRIA Golden Target Award, 2016.