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The Queensland Government has announced a new $500,000 tourism campaign to entice visitors to the Queensland outback, to help boost districts struggling through drought.

The new brand, Live Australia’s Story, is the first new Outback Queensland tourism branding in a decade and will include print, radio and social media advertisements.

The initiative is part of a broader campaign developed by Tourism and Events Queensland, in consultation with industry.

Announcing the campaign, Queensland Premier Annastacia Palaszczuk said that the campaign would help portray the region's heritage, the landscape and characters, and the strategy was a significant achievement.

Premier Palaszczuk stated ““Live Australia’s Story captures the essence of a visit to Outback Queensland – where the land and people tell Australia’s story.

“We know Outback Queenslanders have been doing it tough, that’s why we want to do all we can to help boost the economy.

“This campaign will show visitors that Outback Queensland is where you can feel connected to the Australian story and portrays the rich heritage, vast landscapes and the characters that define the destination.

“The goal is to inspire more people to travel and spend time and money in the region which will assist in economic growth and support local jobs.”

Queensland Tourism Minister Kate Jones said Live Australia’s Story would aim to build awareness for the destination’s visitor experiences, adding “we want people to be mesmerised and inspired by Outback Queensland, where the land and the people tell Australia’s Story.”

Minister Jones said the new brand campaign had been developed by Tourism and Events Queensland in partnership with the Outback Queensland Tourism Association and in consultation with industry.

She added “marketing activity has been designed to extend the length of the traditional Outback travel season and motivate travel into 2016.

“Outback Queensland has so many stories to tell and share about the history of our country, the spirit of our nation and what it means to be Australian.

“I encourage Queenslanders to discover their Australian story and support the local tourism industry and local economy by visiting the destination.”

Peter Homan, General Manager of the Outback Queensland Tourism Association, said the new tourism brand would promote unforgettable destinations.

Homan stated “this is an exciting new chapter for the Outback Queensland tourism industry.

“Outback Queensland offers a range of unforgettable visitor experiences from spotting Australian wildlife, to sleeping under the stars, dinosaur discoveries, kayaking in the stunning gorges to learning about Australia’s heritage or attending an Outback event.

“Local operators will have access to a series of stunning new images and footage developed by Tourism and Events Queensland to support their business and local tourism industry.”

For more information go to www.outbackqueensland.com.au

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