Qld govt launches tourism bid off BBC show

The Queensland government is ramping up its social media use to cash in on the expected popularity of a new BBC series.

The series focuses on the world heritage listed Great Barrier Reef and the variety of life it supports.

If successful, north Queensland’s popular tourist spots will soon be crawling with lobster pink poms, heading for a day of sun and adventure on the reef.

Tourism Minister Jan Jarratt said it made good sense to build a tourism campaign around such an opportunity.

“British travellers love Queensland’s nature and wildlife,” she said in a statement.

“The Great Barrier Reef and surrounding destinations offer adventure, islands and beaches.”

The reef will be spruiked to the British public through a $100,000 print and online campaign, with a large supplementary social media effort featuring exclusive web content.

Ms Jarratt said the series was a fantastic advertisement for Queensland.

“We will be taking advantage of it to further promote the Great Barrier Reef, including footage from some of the top filming locations in and around the reef,” she said.

The government says the UK is Queensland’s second largest tourism market.

In the year ending September 2011 tropical north Queensland welcomed 88,000 UK visitors who spent 912,000 nights in the region.

Special Queensland deals will also be made available to Brits such as a six-day reef and rainforest package, including flights from London to Cairns.

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