Australia – Tourism and Events Queensland (TEQ) has appointed brand and performance agency Jaywing to manage SEO for Queensland.com, aiming to boost the visibility and performance of the state’s consumer-facing tourism website.
Queensland.com serves as the central online hub for the state’s tourism experiences, events, and itineraries, drawing over 12 million visitors annually and encouraging travellers from across Australia and abroad to explore Queensland’s diverse destinations. TEQ, the state’s lead agency for destination marketing, experience development, and major events, will work with Jaywing to strengthen the site’s reach and impact.
The multi-year engagement follows a competitive pitch process and will see Jaywing lead SEO, generative engine optimisation (GEO), and digital PR efforts to grow organic traffic, support major campaign activity, and enhance Queensland.com’s authority in both domestic and international markets.
The appointment comes after a strong year for Jaywing, which recently extended its partnership with small business insurance platform BizCover and was appointed by pet wellness brand Lyka to lead its organic search strategy. The agency also counts Myer, New Balance, Crocs, Intuit QuickBooks, and a2 Milk among its clients.
In August, Jaywing and its sister digital product and UX agency, Frank Digital, were acquired by Merchantwise Group, one of Australia’s fastest-growing integrated marketing and media companies, in its largest acquisition to date.
Tom Geekie, CEO at Jaywing, said, “Queensland.com isn’t just a website; it’s the front door to one of the most desirable destinations in Australia. 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.”
He continued, “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.”
