Carrie & Tommy kick off tourism campaign for the Pacific Coast Way Drive
Radio show Carrie & Tommy is encouraging Australians “to discover the Pacific Coast Way Drive, Australia’s Holiday Highway” via a partnership with Tourism and Events Queensland, Queensland’s tourism sector, and Dentsu Queensland.
The announcement:
The Hit Network’s Carrie & Tommy is partnering with Tourism and Events Queensland (TEQ), the Queensland tourism industry, and dentsu Queensland, inspiring Australians to discover the Pacific Coast Way Drive, Australia’s Holiday Highway. Carrie & Tommy will broadcast their national Drive show from four iconic Queensland locations this week as part of the new ‘Wheely Good Adventure’ campaign.
From Monday 22 to Thursday 25 September, Carrie Bickmore and Tommy Little will take their show on the road in a motorhome, showcasing Queensland’s breathtaking coastline and picturesque beachside towns.
Listeners will hear Carrie & Tommy live from some of Queensland’s most spectacular destinations – K’gari / Kingfisher Bay (Fraser Coast), Sixty6 Acres (Sunshine Coast), Sandstone Point (Moreton Bay), and Tallebudgera Creek (Gold Coast). Plus, listeners will also hear deeper destination stories that celebrate other destinations and experiences along Australia’s Holiday Highway, including the Whitsundays, Townsville, Gladstone, Mackay and Sealink, our connection to some of the Pacific Coast Way islands.
The national campaign is a collaboration between SCA, dentsu Queensland, some of Queensland’s tourism industry, plus Tourism and Events Queensland, created by The Studio, SCA’s in-house commercial creative team. In addition to the live broadcasts, the campaign includes daily on-air content across Carrie & Tommy, celebrating Queensland’s regions from the Gold Coast to the Whitsundays, along with a listener competition to win a $5,000 Queensland holiday.
TEQ group executive marketing Kim McConnie said the ‘Wheely Good Adventure’ campaign not only showcases Queensland’s destinations along ‘Australia’s Holiday Highway’ the Pacific Coast Way, but it brings them to life.
“Leveraging the much-loved Carrie & Tommy Drive show to share the energy, excitement and adventure of a Queensland road trip along Australia’s Holiday Highway offers a dynamic way to connect with a national audience.
“This partnership allows us to lean into storytelling that celebrates the experience itself – building authentic connection and consideration, while also driving meaningful publicity outcomes for regional Queensland,” McConnie concluded.
“This is proof of that Team Queensland spirit in action,” said Emilia Ball, integrated partnerships lead at dentsu Queensland.
“We’re incredibly proud at dentsu Queensland to play a leading role in creating this connected ecosystem for the marketing of tourism and events across our state. The integration with Carrie & Tommy – whose show is hitting the road in a motorhome for the first time – is a standout example, connecting our regions and operators and further elevating Australia’s Holiday Highway.”
Trevor Crook, SCA’s head of client services & partnerships, said: “This collaboration is a prime example of how we connect brands with audiences through engaging talent integration. Carrie & Tommy’s adventurous nature and love of taking their Drive show on the road aligns seamlessly with TEQ’s love of capturing the adventure of Queensland’s Pacific Coast Way.”
Source: SCA
