Brisbane Marketing and Brisbane Airport Corporation (BAC) has signed Singapore-based strategic marketing and travel representation consultancy BrandStory to represent the city in Southeast Asia.
It is the first time the city has coordinated resources in a marketing consortium to target key international markets.
Brisbane Marketing CEO, Brett Fraser said it was a momentous day for Brisbane’s tourism industry. “This appointment clearly signals Brisbane’s intentions as a destination,” he said.
“Brisbane has seen extraordinary growth in visitor numbers, infrastructure development and tourism product over the past five years. Our work through BrandStory will help us better tell this story to our key markets and develop business for Brisbane-based operators.”
The BrandStory appointment is on a three-year contract.
Brisbane Airport Corporation CEO, Gert Jan de Graaff, said: “The pooling of significant additional funding by BAC and BM via this unique partnership has enabled the appointment of this specialist agency that will represent our shared interest in promoting Brisbane to this important market, making it more compelling for travellers to visit and stay longer in Brisbane.
“This is especially timely given our growing capacity and capability with the opening of Brisbane’s new runway mid-next year,” De Graaff added.
The agency will work closely with other Australian representatives, including Tourism Australia and Tourism and Events Queensland, to maximise destination awareness in market.
BrandStory Executive Director, Peter Phang said he was delighted to take on the commission. “Brisbane is an exciting destination with high appeal in Southeast Asia,” he said.
“We are delighted to be representing Brisbane and will deliver a powerful voice for the Greater Brisbane region in this highly competitive market”.
The BrandStory appointment follows the recent signing of Advocate Travel Marketing to represent Brisbane in the North American Market.
The new deals stem from Brisbane Marketing and Brisbane Airport Corporation entering into a multi-million-dollar international partnership marketing programme in January 2019.