New initiative may encourage more flights to Queensland

A new marketing strategy is hoping to promote the attractions of Queensland, Australia.

The state has launched its first tourism brand - Queensland, Where Australia Shines, in a bid to generate more visitors and create overseas interest.

It is expected that social media, a new website and an investment of AUS$4.16 million (£2.55 million) over the next two years could encourage people to hop on flights to Queensland as they become more aware of the region's sights and sounds.

Queensland premier Anna Bligh explained that the region is "a beautiful Australian holiday destination, with unforgettable experiences".

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