Marketing

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

BEDA’S marketing activity supports the organisation’s three portfolios:

Tourism, Business and Major Events (TBME)

The key marketing objective for the Tourism, Business & Major events portfolio is to increase awareness and consideration of Brisbane as a desirable destination to visit and meet, and ultimately drive Brisbane’s visitor economy. The team profiles Brisbane’s diverse tourism experiences, new hotel product, vibrant dining and entertainment precincts and the city’s calendar of major events in key interstate and international markets to raise Brisbane’s profile as Queensland’s thriving sub-tropical capital and future host of the 2032 Olympic and Paralympic Games.

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 developed a consumer segmentation architecture for the Brisbane region, based on significant qualitative and quantitative research. This enables BEDA to be more dynamic, targeted and relevant in our marketing activity to attract viable visitors to Brisbane and increase length of stay and overnight visitor expenditure (OVE).

Brisbane's Consumer Segmentation Summary coming soon.

Brisbane Content Toolkit

A wide range of royalty-free imagery and video footage is available for unrestricted use on the Brisbane toolkit. You can also share imagery and footage with BEDA by uploading your content directly via the toolkit – please refer to the instructions here.

Brand guidelines, sample travel itineraries, maps and the major events calendar are also available.

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.

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

If you would like to share exciting news, new product offerings or an upcoming event, please upload your content via our Visit Brisbane Content Submission form.

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

To see how else you can get involved please contact us at marketing@brisbane-eda.com.au or alternatively reach out to one of the team directly via our Meet The Team page below.