Queensland launches ‘one of the biggest tourism campaigns in Australian history’
Queensland is to launch a $10m marketing campaign harking back to premier Anna Bligh’s celebrated “we are Queenslanders” speech at the height of January’s flooding crisis.
The “Nothing Beats Queensland – Where Australia Shines” campaign will include $5.5 million spent onshore to attract Queenslanders and Australians to holiday in the state; $1 million targeting its biggest offshore market of New Zealand; $800,000 targeting international backpackers; $700,000 on a major familiarisation programme for international and domestic journalists and a further $700,000 on key offshore markets.
The campaign line builds on Tourism Queensland’s Where Australia Shines slogan which was launched in September. The activity will begin within weeks.
The video above featured in the launch to show how the line will be used, but is not intended as a TVC, which will follow.
Tourism Australia and Tourism Queensland are behind the campaign, with agencies DDB and Sapient Nitro – creator of the Best Job in the World promotion.
Federal tourism minister Martin Ferguson said the project will be “one of the largest coordinated tourism marketing initiatives in Australian history”.
He said: “This blitz will use activity such as Queensland television specials, major radio promotions, extensive newspaper and magazine coverage, sales campaigns in partnership with airlines, travel companies and major hotel chains, online promotions via Facebook and YouTube and other creative initiatives – in short over the next few weeks Queensland will be everywhere.”
I see white people.
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The video is pretty and all, but its nearly indistinguishable from every other QLD tourism ad I’ve seen, with the beaches and the nature and the children frolicking to uplifting music. Do they repeat the visual treatment because it works or because they don’t know any other way of representing Queensland?
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I like it – it makes me feel proud of the strength of our Queenslanders being able to bounce back with all they’ve been through.
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Oh hold on… I spotted the token Asian and Aboriginal.
That makes it better.
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I give it 8/10
A voiceover would have really tugged on the heartstrings.
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I rate it. Of course the imagery is the same, what’d be better – images from the destruction of Yasi and the floods? Shows a strength that is lacking from NSW Tourism campaigns…oh sorry my bad there hasn’t been any NSW tourism campaigns…
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Sure the images are familiar but I really think it’s been executed well. It’s emotive and has a clear message.
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I agree. I nearly had goose bumps. A voice over would have been the icing on the cake
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Shame Australia is so expensive to travel… I can afford to travel in Japan for a month but not Australia – Qld, NSW, Vic where- ever – accommodation and food prices in Australia are just so expensive
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just wanted to add to my comments just made – I am a Queensland rate payer.
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“Nothing beats our people”. or “We’re better than you”.
Let hope the whole world remembers we had floods or this will make no sense to anyone. Lets not forget that many Americans a year go to Austria by mistake.
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So we’re meant to go everywhere in Queensland EXCEPT Brisbane?!
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QLD has gone through an incredibly rough summer and I think this advertisement will put QLD back on the radar by reminding tourists that it is a beautiful place to visit.
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The bits about the people and their spirit made me vom in me mouf but I liked the rest – the imagery and the angle of ‘nothing beats…’
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It’s just a mood tape, right??
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Yes the above clip is only a mood tape to bring the line to life and stimulate discussion within internal audiences. It is not an advertisement. It was distributed to the media by Anna Bligh with this caveat. We at DDB Sydney are delighted and honored to be working with Tourism Queensland and Tourism Australia on what is such an important campaign to Queenslanders. Over the coming months we will be releasing a body of work in stages across a variety of touchpoints, engaging many varied audiences, culminating in a larger activation project around ‘Nothing beats Queensland’.
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I love it. I live/work in Brisbane and grew up in Toowoomba so this strikes home to me.
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