Struggling tourism operators will be looking forward to a surge in business following today’s launch of Queensland Tourism’s new branding commercial.

The slogan “Queensland, Where Australia Shines” was developed after six thousand Australians were surveyed about their views on holidays and destinations in Queensland.

Paul Smeaton reports.

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Queensland Tourism today launched its latest weapon in the battle for the holiday makers dollar.

In an process designed to re-brand Queensland as the shining light of Australian destinations, Premier Anna Bligh says advertising the state needs to move with the times.

Anna Bligh, Queensland Premier: “If we are to continue to grow our share of the pie we need to be right at the forefront of an ever changing world.”

The new brand replaces the existing “Where else but Queensland” theme which has anchored marketing campaigns for the past 12 years.

Queensland Tourism says the state needs to be marketed in a creative way.

Don Morris, Queensland Tourism Chairman: “We are in the escape from boredom business. Let’s celebrate what we do so fabulously well and do it in a contemporary 2010 creative Queensland style.”

Queensland Tourism has spent two years and over four million dollars developing the new brand and judging by the success of the best job in the world campaign, the state’s tourism operators appear to be in good hands.

Ben Southall, who finished his best job in the world appointment in January, believes the campaign hits all the right buttons.

Ben Southall, Best job in the World Winner: “To be involved with this, I’ve been on the sidelines watching this thing happen, this is where the brains behind the best job in the world bring out the next big idea and this really is all about telling people around the world about which piece of Australia is a good bit to come and visit.”

The new ads begin on Australian televisions today and will continue until December.

Paul Smeaton, QUT News.