Brisbane EDA reveals new domestic campaign to boost city’s tourism via VMLY&R

Brisbane Economic Development Agency has launched a new campaign officially welcoming interstate visitors back to Brisbane.


With borders now open to Queensland’s southern neighbours, the ‘Brisbane. Even Better With You.’ campaign invites visitors from New South Wales and Victoria back to Brisbane for the first time since COVID-19 hit to reconnect with loved ones and rediscover the city.


VMLY&R Brisbane MD, Adam Kennedy, said that the opportunity to promote the city at such an imperative time is very special.


“When we originally decided to approach Powderfinger to cover their iconic ‘My Happiness’, we could never have imagined how poignant the lyrics would become after the forced isolation of the last twelve months.”


“We’re delighted to finally invite the rest of Australia back to Brisbane, and particularly those friends and relatives who’ve longed to visit their loved ones throughout lockdown. There’s so much that is new and exciting about our city, but it’s even better with you here,” said Kennedy.


The TVC, fronted by Aria award winning singer/songwriter, Megan Washington, showcases how Brisbane has evolved as a destination while remaining the welcoming and unpretentious city it has always been. For the TVC, Washington re-interprets one of the city’s most iconic songs, Powderfinger’s ‘My Happiness’, the first time the song has ever been licenced for commercial use.


The films (60” & 30”) which will run across FTA TV & Cinema, will be supported by large format OOH, online, social media and PR.The brand activity will be supported by retail offers from Virgin Australia.


The ‘Brisbane. Even Better With You.’ campaign was an extension of 2019 local advocacy campaign developed by VMLY&R in partnership with Ikon is currently in market in New South Wales, Victoria and running nationally via digital channels.

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