Tourism and Events Queensland appoints Jaywing to lead SEO

Tourism and Events Queensland has awarded Jaywing a multi-year remit to manage SEO and strengthen global visibility for Queensland.com.

The appointment will see Jaywing deliver SEO, generative engine optimisation and digital PR to grow organic traffic and boost Queensland.com’s authority in both domestic and international markets.

Queensland.com attracts more than 12 million visitors a year and functions as the state’s primary digital tourism gateway, showcasing destinations, itineraries and events to audiences in Australia and across the world.

“Queensland.com isn’t just a website, it’s the front door to one of the most desirable destinations in Australia,” Tom Geekie, Jaywing CEO, 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."

The win caps a strong year for Jaywing, which recently extended its work with BizCover and was appointed to lead organic search for pet wellness brand Lyka. The agency’s broader client roster includes Myer, New Balance, Crocs, Intuit QuickBooks and a2 Milk.

Jaywing and sister agency Frank Digital were acquired in August by Merchantwise Group, marking one of the company’s largest deals to date.