Marketing

Brisbane Economic Development Agency (BEDA) is the custodian of the Brisbane brand and leads destination marketing activity for the greater Brisbane region. BEDA is responsible for building Brisbane’s destination profile through campaigns, activations and strategic partnerships.

Current Marketing Activity

BEDA delivers marketing activity throughout the year.

Marketing at BEDA is divided into three distinct areas:

Tourism, Business and Major Events (TBME)

Across Tourism, Business and Major Events (TBME), marketing activity inspires out-of-town visitors and stakeholders to visit Brisbane and explore its unique surrounding regions and attractions. The team focus their efforts in tourism, business events and major events.

Brisbane boasts diverse experiences – from snorkelling the sunken wrecks of Moreton Island, to hiking around the scenic rim, through to fine dining and boutique accommodation in the heart of the city.

Australia’s sub-tropical paradise has it all. The marketing team believes that Brisbane, and its diverse experiences, should be at the top of every out-of-town traveller and business event organiser’s bucket list, and aims to achieve this through creative marketing approaches.

Business Growth, Trade and Talent (BGTT)

The Brisbane Economic Development Agency’s Business Growth, Trade & Talent and Brisbane Business Hub Marketing team plays a crucial role in securing investment that will maximise Brisbane’s long-term economic growth and create opportunities for local businesses.

City Centre

The City Centre Team plays a critical in driving local visitation to Brisbane's CBD. A small, yet dynamic, team - The City team hosts regular activations in Brisbane's bustling Queen Street Mall and lead high-awareness campaigns including Shop BNE, Dine BNE City and Christmas.

View the City Centre's most recent campaign Dine BNE City.

brisbane brand

Customer Value Proposition

BEDA manages the Brisbane destination brand. A new, insights-led brand strategy and visual identity was launched in early 2022 and reflects Brisbane's unique diversity and character.

View the Brand Book.

other resources

Brisbane Consumer Segmentation Summary

BEDA has recently completed a consumer segmentation for the Brisbane region, based on significant qualitative and quantitative research. These insights have helped shape our marketing for domestic consumer audiences and can be a key resource for industry.

Brisbane's Consumer Segmentation Summary coming soon.

Brisbane Content Toolkit

Our Media and Trade Partners are able to access a wide range of royalty-free imagery and video to promote Brisbane. Our Brisbane Content Toolkit also has sample itineraries and maps.

View the Brisbane Content Toolkit.

IMATE

IMATE is the Industry Media Agency for Tourism and Events in Queensland. Established by Tourism and Events Queensland (TEQ) and Essence Media, IMATE creates a more connected tourism ecosystem through media buying which is delivered through the following:

Access to insights and research on media
Greater insight and visibility into TEQ and BEDA marketing activity
Provide the tourism industry with alignment opportunities (paid and non-paid)
Provide the tourism industry with media planning and buying services

To get involved contact the IMATE team.

Destination Editorial Content

Our team have created a wide range of consumer editorial content for Visit Brisbane. Content is regularly produced and can be used free of charge for the promotion of Brisbane.

To get involved with our Destination Editorial Content contact us here.

Australian Tourism Data Warehouse (ATDW)

Brisbane EDA works in partnership with the Australian Tourism Data Warehouse (ATDW), which is Australia’s largest tourism network. To list your business or event on Visit Brisbane and other travel websites including Queensland.com, simply subscribe to the Australian Tourism Data Warehouse (ATDW).

How to get involved

Would you like us to use or feature your content? You can upload your content to our Event Submission form. If the content meets our guidelines, our team will also upload your content to our Brisbane Brand Toolkit library.

To become a Tourism or Business member visit our Membership page.

To see how else you can get involved please contact us at [email protected]da.com.au or alternatively reach out to one of the team directly via our Meet The Team page below.