Where's Wally?
Move over the Eiffel Tower, the Pyramids and the Sydney Opera House – a bronze statue in
Queensland will become an international tourism icon in the lead up to the Rugby League
World Cup.
As part of the State Government’s $675,000 tourism marketing for the 2008 Rugby League
World Cup, league legend Wally Lewis will join Tourism Queensland to promote Rugby League
World Cup holidays from the Cape to Coolangatta.
Tourism Minister Desley Boyle said the ‘Where else would you find Wally?’ campaign would
encourage over 200,000 people going to games in Brisbane, Gold Coast, Townsville and
Rockhampton to stay longer and visit other Queensland tourism destinations.
“Almost 25% of tickets sold to the Rugby League World Cup final so far are from interstate and
we expect around 8,000 international guests.
“With sports tourists being traditionally high spenders, splurging around $300-$400 per night on
accommodation, tickets, food and beverages, we can expect the state’s tourism and hospitality
industry to be big winners.
“If their team wins they go out, spend up big to celebrate, but if their team loses, they do the
same to commiserate so they are an ideal tourist.
“Going on previous major sporting events such as the Rugby World Cup, which generated $494
million for Australia, or the Ashes Series, which generated $265 million, the Rugby League
World Cup will be an important economic tourism event in Queensland.”
Ms Boyle said that for the next three months if anyone asks ‘Where’s Wally?’ our answer will be
‘Where else but Queensland’ of course.
“The marketing campaign will be predominantly online and supported by print promotions.
“The campaign will target interstate fans to encourage them to come to Queensland for the Cup
and spend some extra time exploring while they were here.
“In a special “Where’s Wally” type promotion, the league legend will also invite Australian fans
to enter a competition to attend the Brisbane final and meet him for a photo opportunity on the
field of Suncorp Stadium before the game.
“To win, entrants must list where Wally’s top holiday locations are in Brisbane, the Gold Coast,
Townsville or Rockhampton – the regions where Rugby League World Cup matches will be
held.
“It is so great that for the first time a major international sporting event in Australia will hold
matches in regional areas so the benefits won’t just be focused on the capital,” she said.
Wally Lewis said he was honoured to be named a Queensland tourism ambassador for Rugby
League World Cup.
“No one could be a prouder Queenslander than I am and talking about Queensland’s fantastic
holiday experiences is an easy sell,” Mr Lewis said.
“I’m looking forward to the opportunity to be involved with Tourism Queensland, not just in
promoting the sport that I love, but the state that I love as well.”
The digital campaign will be advertised nationally via a number of channels including a
dedicated Tourism Queensland website www.queenslandholidays.com.au/worldcup
The competition will run from today until early October.