Tourism and Events Queensland has appointed Jaywing to manage SEO with the goal of strengthening the visibility and performance of Queensland.com, the lead consumer-facing tourism gateway of the Sunshine State.
The multi-year engagement follows a competitive pitch process and sees Jaywing drive SEO, generative engine optimisation (GEO), and digital PR to grow organic traffic, support major campaign activity, and enhance Queensland.com’s authority in both domestic and international markets.
Queensland.com is the central online hub for Queensland’s tourism experiences, events, and itineraries, attracting more than 12 million visitors each year and inspiring travellers from Australia and around the world to explore the state’s diverse destinations.
“Queensland.com isn’t just a website, it’s the front door to one of the most desirable destinations in Australia,” Jaywing CEO Tom Geekie said.
“As generative search reshapes how people discover and plan travel, ensuring Queensland’s incredible tourism experiences are discoverable, trusted and inspiring online has never been more important. By combining deep SEO and GEO expertise with data-led storytelling and digital PR, we’ll help TEQ strengthen Queensland.com’s authority and visibility for both human audiences and AI-driven search alike.”
Tourism and Events Queensland (TEQ) is the state’s lead destination marketing, experience development and major events agency.
This latest win follows a strong year of growth for Jaywing, which recently extended its partnership with small business insurance platform BizCover and was appointed by fast-growing pet wellness brand Lyka to lead its organic search strategy. Other Jaywing clients include Myer, New Balance, Crocs, Intuit QuickBooks and a2 Milk.
In August, Jaywing and its sister digital product and UX specialist agency, Frank Digital, were acquired by Merchantwise Group, one of Australia’s fastest growing integrated marketing and media companies, in its largest acquisitions to date.
