Tourism Queensland promotes holidays ‘going for a thong’
Queensland is “going for a thong”, according to the latest campaign launched by the state’s tourism body.
Aimed at encouraging locals to take a holiday in their own backyard, the Tourism Queensland campaign in being run in partnership with online accommodation provider Wotif.com and will see people save up to 60 per cent off their holiday.
Anthony Hayes, Tourism Queensland CEO, said: “The ‘Queensland, Going for a Thong’ tagline is a way for us to poke a bit of fun at ourselves and capture what makes the perfect Queensland holiday – fun, a relaxed atmosphere and laughter with friends and family.”
“In the current marketplace where holiday deals abound, campaigns need to have a unique approach if they are going to be noticed.”
The campaign, created by BCM Brisbane, is being promoted through online, radio, print and outdoor for two weeks, with people able to book rooms for travel until August.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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it’s a bit of a worry for the queensland tourism industry when the body charged with promoting it scratches it’s head, shrugs it’s shoulders, and says “i dunno what to do, let’s just slash the rates and have a firesale on WOTIF.com”
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Going for a thong. Fuck me that’s terrible.
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worst campaign! totally agree with @donald sinclair on this…bad branding
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I agree with the sentiment that the time is right to fire up the marketing. People are starting to spend money again so lets get the Gold Coast back at the top of the list. I don’t think a campaign about thongs is going to do it tho. Why not make it modern and stylish and create some excitement for the viewer.
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Thuch a thilly campaign.
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Where else but QLD
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Utterly crap, should be listed under WTF …
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When you have nothing left up your sleeves to add value to a holiday, the only thing lieft to do is just cut the shit out of prices.
So how will they justify to consumers in 6 or 12 months that full price accommodation is worth it?
Oh right, I forgot, this is the Gold Coast, everyone wants to come to the Gold Coast that’s why your discounting accommodation! Good move!
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