JWT takes Tourism Queensland to the world with first campaign

Tourism Queensland has launched its new global and local campaign, the first work since the account was won by J. Walter Thompson in July.

The campaign runs with the line ‘I Know Just The Place’ and highlights destinations throughout the state, shifting the focus away from beach destinations that have tended to characterise the state’s marketing in the past.

Simon Langley, executive creative director of JWT Sydney, said the campaign aimed to reposition the state for the future by using locals to show off different aspects of Queensland.

“Queensland is much more than a ‘sunny beach break’,” Langley said.

“It has a depth and breadth of experiences that are just what today’s traveller is looking for. The objective of our new creative approach is to bring this to life by showing the real Queensland. And no-one knows what the real Queensland has to offer like local Queenslanders do. So the ‘I Know Just The Place’ creative platform leverages welcoming locals revealing the amazing experiences that they know best.”

The campaign features local artist Sahara Beck and the Queensland Symphony Orchestra and was shot by Glendyn Ivin, the director of Puberty Blues and Gallipoli.

Media for the campaign will focus initially on Australian eastern seaboard markets before being expanded into other markets next year, utilising traditional, digital and social media channels.


  • Creative Agency: J. Walter Thomson Sydney
  • Simon Langley: Executive Creative Director
  • Will Edwards: Creative Director
  • Chris Badger: Creative Director
  • Sue Hind: Producer
  • Angela Morris: Executive Planning Director
  • Production: Exit Films
  • Glendyn Ivin: Director
  • Germain McMicking: DOP
  • Karen Sproul: Producer
  • Post Production: Alt.vfx
  • Editing: Matthew Bennett – Alt.vfx
  • Online: David Edwards – Alt.vfx
  • Post Production Producer: Adrianna Spanos – Alt.vfx
  • Music production, arrangement and recording: Smith & Western featuring Sahara Beck & The Queensland Symphony Orchestra.
  • Photoplay:
  • Mark Clinton: Photographer
  • Content Director:
  • Matt Raimondo
  • Identity: WiteKite



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