Immediate Media Co has won a major new partnership with Flight Centre and the Tourism and Events Queensland through its new central creative content studio, Imagine.

The integrated cross-media campaign – which also involves Tourism Australia and was developed in association with Havas Media Group – will run throughout October and November across key Immediate brands including BBC Good Food, Radio Times and Lonely Planet Traveller.

Designed to demystify the idea of Queensland as a ‘once in a lifetime’ destination, the Discover Queensland campaign creates excitement for the Australian state through some of the best-loved brands in UK media, which between them reach over 11m million super-engaged consumers every month. The campaign includes print and digital activations, an interactive fun itinerary builder and themed native content around the rich culture of Queensland – from the Great Barrier Reef to the state capital of Brisbane, as well as wider Australia.

Imagine Partnerships Director Cath Waller says: “Flight Centre, Tourism and Events Queensland, Tourism Australia and Havas are ideal partners for Imagine – they absolutely share our commitment to powerful creative ideas delivered brilliantly.”

Head of Retail Marketing for Flight Centre Sue Johnson commented: “Australia has always been a favourite for Flight Centre and Queensland is a very special place. Bringing it to life with amazing partners like Tourism and Events Queensland, Tourism Australia, Imagine and Havas is something we’re very excited to be part of. We hope it inspires our customers to experience Queensland for themselves.”