Tourism Queensland has revealed a new tagline as part of its $4 million tourism marketing campaign.

The tagline, ‘Queensland, Where Australia Shines’, was launched by premier Anna Bligh and tourism minister Peter Lawler on the Gold Coast this week. According to a report, Tourism Queensland interviewed more than 6000 Australians on their views of holidays and destinations in Queensland.

The multi-channel campaign includes TVCs, print ads and outdoor media utilising the new tagline to promote ‘shining moments’ in Queensland. A global social media campaign is also anticipated which includes the Queensland Holidays website and Queensland Facebook Page.