Kita Alexander and Madonna’s ‘Holiday’ star in TEQ campaign
Tourism and Events Queensland (TEQ) has launched a new brand platform repositioning itself as the “holiday capital of the world”, via Publicis Worldwide Australia and Dentsu Queensland.
The campaign, ‘That Holiday Feeling’, reimagines Madonna’s hit 80s pop song ‘Holiday’, re-recorded by Brisbane-born singer-songwriter Kita Alexander.
It features various locations across the state, from the Daintree to Whitsundays, the Outback, Gold Coast, Brisbane and K’gari.
Craig Davidson, CEO of TEQ, told Mumbrella he is excited to be “re-focused” on making the state the world’s holiday capital.
“It’s a brand platform that all sectors of our industry can connect with and buy into. Our industry were consulted along the way and we’ve had great interest and buy in,” he said.
He said TEQ is positioning to its “natural strength”: “When it comes to Queensland, you don’t have to think too much about that holiday feeling, it’s in our DNA.
“The campaign and creative rollout will accentuate the width and breadth of our state. Were unique in what we have to offer beaches, islands, rainforest, First Nations culture, our unique outback. We truly have products and regions that can’t be competed with and the new brand platform shows this off,” Davidson told Mumbrella.
The brand platform has harnessed the “essence” of Queensland, with a new bespoke design system, visual toolkit, and refreshed tone of voice designed to unify comms across the state’s 13 tourism regions.
And using Madonna’s ‘Holiday’, re-recorded by Alexander, was a no brainer to him.
“‘Holiday’ is undoubtedly such an iconic song. It’s a song that everyone knows, that cuts through and really gets stuck in your head,” he told Mumbrella. “It’s bright and upbeat and we are that as a state. We wanted a song that reflects Queensland’s personality, and the words and lyrics in the song align with that perfectly.”
Further, when he thinks of Queensland, he calls its “youthful, bright, and genuine”, which Alexander embodies.
“[She] truly brought ‘That Holiday Feeling’ to the campaign with her version of ‘Holiday’. She is very talented and creative and working with her was a brilliant experience.”
While Davidson did not provide Mumbrella with specifics, he said the new platform is coming as TEQ is seeing “record growth across the board” in its visitor economy, including “really strong recovery”.
The brand platform also hopes to have longevity and broad appeal, especially as the state prepares to host the 2032 Olympics.
Credits:
Tourism and Events Queensland (Brand)
Kim McConnie – Group Executive Marketing
Michelle Blancato – Creative and Content Director
Maddison Tanner – Marketing Program Leader
Lucy Dyball – Creative and Content Specialist
Josh Green – Design Lead
Lauren Gaynor – Corporate Communications Leader
Jacinta Bonus – Consumer PR Leader
Jim Alouat – Consumer PR Specialist
Publicis Worldwide Australia (Creative Agency)
Simone Waugh – Managing Director
Ryan Petie – Executive Creative Director
Simon Murphy – Chief Strategy Officer
Michelle Sakzewski – Head of Client Service
Vicki Lee – Executive Production Director
David Schaak – Creative Director (Art)
Natalie Mitchell – Senior Producer
Celeste Toffanello – Client Partner
Hannah King – Account Director
Taxi Films Productions (Production Company)
Justin McMillan – Director
Andrew Wareham – Executive Producer
Simone Mackie – Senior Producer
Tim Tregoning – DOP
Cutting Edge Post (Post Production)
Dani Wheelhouse – Senior Producer
Tom Antolini – Editor
Kali Bateman – Grade
Glenn Cone / Steve Leacey – Online
Mike Lange – Sound Production
Dentsu Queensland (Media Agency)
Pete Clark – Integrated Client Lead
Cameron Law – Head of Strategy
Emilia Ball – Integrated Partnerships Lead
Josh Fick – Client Director
Harleen Sodhi – Digital Director
Maddie Grieve – Senior Client Manager
Aruga (PR Agency)
Nat Ogbourne – Group Account Director
Rylee Bowser – Account Manager
Chelsea O’Brien – Senior Account Executive
Adam Brunes – Co-Founder
Music
Song: “Holiday” written by Curtis Hudson & Lisa Stevens
Published by Warner Chappell Music Australia
Re-record by Kita Alexander courtesy of Warner Music Australia
Music Supervision and Song Licensing – Music Mill
Jack Harlem (Stills Production)
Josh Kelly – Photographer
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
Craig Davidson
holiday
Kita Alexander
Madonna
TEQ
That Holiday Feeling
tourism
Tourism and Events Queensland
travel marketing
The Team at TEQ worked their butts off on this one! Congrats on a brilliant campaign. Extra shout out to Lauren Gaynor and Jacinta Bonus for their leadership, big brains and insane work ethic!
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