The Justin Timberlake of Asia, ‘King of K-Pop’, Rain, arrived in Queensland today to tour the state as ambassador of a new Tourism and Events Queensland (TEQ) campaign.
K-Pop, or Korean pop music, is a cultural phenomenon in Korea and amongst millions across the world.
TEQ Chair Bob East was at Brisbane Airport this morning to welcome Rain on his arrival.
“Rain, who has previously visited Queensland as a cast member of the popular Korean reality TV show
Running Man, will reacquaint himself with some of the state’s most popular tourism destinations and attractions as part of the new ‘Q-pop’ campaign,” Mr East said.
“Targeting growth in Asia is a key priority for TEQ and this campaign is an innovative way to entice more travellers to experience the best of Queensland.
“From the Gold Coast’s beaches and Brisbane’s culinary and outdoor lifestyle experiences, to the underwater kaleidoscope that is the Great Barrier Reef, Rain will experience the wonderful diversity of Queensland’s destinations.
“Korea is an important market for Queensland with 53,000 Koreans visiting the state in the year to June 2015 – a four per cent increase on the year prior – spending $147 million on their visits.
“We welcome Rain to Queensland and look forward to him sharing his experiences with his millions of followers globally.”
Mr East said TEQ’s mission was to inspire the world to experience the best address on earth.
“Given Rain’s global appeal, the ‘Q-Pop’ campaign is a fantastic opportunity to achieve cut-through in this growing inbound market and across Asia,” he said.
“We are excited to have Rain on board as ambassador for Queensland and the ‘Q-Pop’ campaign, which we hope will inspire millions of fans to follow in his footsteps and come to visit.”
The campaign will include travel packages, including Korean Air flights, and promotion through a number of in-market trade partners.
Rain’s visit to Queensland will also be promoted in other key markets, including South East Asia, Japan and Greater China.
The ‘Q-Pop’ campaign is an initiative of TEQ in partnership with Korean Air, Tourism Australia, Brisbane Airport Corporation, Brisbane Marketing, Gold Coast Tourism and Tourism Tropical North Queensland.