BLUE swimsuits to promote Queensland on State of Origin day - what were they thinking?

In Brisbane, Martin Ferguson and Desley Boyle were discussing multimillion-dollar plans to save an industry that is facing job losses and businesses going to the wall.

But further south, in Sydney's Martin Place, a group of trench-coated flashers were showing their wares in a promotional stunt designed to lure pedestrians up north.

At the same time as Mr Ferguson was talking about the importance of freshening up and revitalising North Queensland and its attractions, Queensland's winter promotional efforts were based around good-looking 20-something blokes and babes in bathers, wearing coats lined with summery beach scenes.

It's the same image Queensland has used to flog the state for the past 20 years - and it just doesn't cut it any more.

Statistics show more Aussies than ever are heading to Asia for their beach holidays.

Generation Y doesn't even rate holidaying domestically and it's going to take more than a pretty face and trashy coat to turn that around.

And blue for something associated with Queensland on Origin day? Those cockroaches would have been having a good old chuckle.

According to Tourism Queensland chairman, Don Morris, the sunny holiday vistas inside the trench coats were designed to whet the appetite for a winter escape to balmy Queensland.

After yesterday's launch the "flashers" will target Sydney and Melbourne commuters this morning.

It is one part of a wide range of strategies being used to try and boost the ailing industry.

Bring on the fresh ideas.