QLD launches domestic tourism push post Olympics win

Tourism and Events Queensland has released a new campaign to encourage domestic travel within Queensland during the ongoing COVID-19 pandemic.

The campaign has launched after Brisbane was named the host of the 2032 Summer Olympics.

Created by Rumble, the campaign comes a year after the agency was appointed as Tourism and Events Queensland’s master creative agency and created the ‘Good to Go’ domestic tourism campaign.

The latest campaign features a cover of Van Morrison’s ‘Days Like This’, performed by Queensland musicians Tia Gostelow and Busby Marou.

The 60-second spot sees imagery of various locations around Queensland as the song plays. Locations featured include The Whitsundays, Outback Queensland, The Great Barrier Reef, and Brisbane.

Leanne Coddington, Tourism and Events Queensland chief executive officer, said: “We have been looking closely at how to take the next step to evolve our message towards more purposeful travel – where we show people that travelling in Queensland is good for their soul and can be good for the world as well.”

“The time is right as we emerge from COVID restrictions and seek to reconnect with friends, family and our environment, and we look to simplify things and enjoy moments with those we love.”

One of the OOH assets for the campaign

Queensland Tourism Minister Stirling Hinchcliffe said: “Millions of people around the world are now talking about Queensland after our successful Brisbane 2032 bid. We will continue to capitalise on our successful Olympics bid in showcasing our great state in coming years.”

Hinchliffe continued:“We think the ‘Days Like This’ campaign will stir emotions and show Queensland is the place to be for worthy holiday memories that will last a lifetime.”

The campaign will be on TV, socials, print, BVOD, cinema, and out-of-home, and launches initially in Queensland before it is extended to elsewhere in Australia and New Zealand later in the year.

Rumble’s other recent work includes a campaign for Greyhound.

Rumble has been approached for comment.


Client: Tourism and Events Queensland
Chief Executive Officer: Leanne Coddington
Group Executive Marketing: Michael Branagh
Creative and Content Director: Michelle Blancato
Creative and Content Specialist: Jarrod Meakins
Marketing Program Director: Kate Duffy
Global Brand Leader: Alison Hobbs-Anderson
Creative Agency: Rumble Strategic Creative
Founders/Creative Partners: James Burchill & Nancy Hartley
Director, International Markets: Damian Coren
Account Director: Nikita Baynes
Account Executive: James Goodrich

Agency Producer: Julie Duff
(Romeo Digital) Creative Director: Marco Eychenne
Designers: Stephanie Gow, Aimee Macdonald
Media agency: AKQA
Communications Director: Alyce Mollenhauer
Production company: Taxi Films
Director: Hailey Bartholomew
Executive Producer: Andrew Wareham
Producer: Imogen Dick
Director of Photography: Campbell Brown
Post Production: Cutting Edge
Producer: Camille Cannings
Offline Editor: Annika Salisbury
Online Editor: Steve Leacey
Colourist: Angela Cerasi
Audio: Mike Lange
Music licensing: Music Mill
Track: Days Like This, Van Morrison
Artists: Busby Marou with Tia Gostelow


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.