Tourism and Events Queensland (TEQ) has extended Dentsu Queensland’s contract for an additional two years and added offline media buying to the agency’s remit.
The renewed agreement, which runs until March 2028, follows a high-performing initial partnership that began in March 2023.
Over the past three years, dentsu Queensland said it has played a central role in elevating TEQ’s presence and driving visitation through a blend of brand, performance and industry engagement initiatives.
The addition of offline media buying to Dentsu QLD’s remit consolidates all media responsibilities — planning, digital and offline — within the agency.
TEQ group executive marketing, Kim McConnie, said: “Media plays a critical role in how we build Queensland’s brand, drive visitation and support the broader tourism and events industry. Dentsu Queensland has proven to be a strong strategic partner, bringing deep media expertise, a collaborative approach and a clear understanding of the Queensland tourism landscape. Consolidating our full media remit creates a more streamlined and integrated model, enabling TEQ to respond to market opportunities with greater speed, consistency and impact.”
A key driver of the partnership’s success has been the evolution of the Industry Media Agency for Tourism and Events (IMATE) — a bespoke model that aligns Queensland’s tourism regions and operators with TEQ’s media capabilities. IMATE continues to unlock greater expertise, scale and efficiency for the sector, providing access to premium audiences and best-practice media investment.
Managing director Dentsu QLD, Emily Cook, said: “We are incredibly proud to continue our partnership with TEQ and deepen our role in supporting one of Australia’s most ambitious and influential tourism organisations. This extension reflects the momentum we have proudly built together and creates an exciting opportunity to deliver even greater integration, agility and effectiveness as well as growth for our team. We look forward to continuing to drive innovation and impact for TEQ, its industry partners and the state.”
The partnership has already delivered some impactful work, including the globally celebrated ‘Queensland is Bluey’s World for Real Life’ campaign and the launch of the new, multi-year brand platform ‘That Holiday Feeling’, which is designed to inspire travel through a deepened emotional connection with the Sunshine State.
The next phase will focus on strengthening TEQ’s competitive edge through continued innovation of its media activity.
