Tourism and Events Queensland appoints Rumble as master creative agency and kicks off domestic campaign
Tourism and Events Queensland (TEQ) has appointed Brisbane-based independent agency Rumble as its master creative agency, following an open tender process for a content and creative panel.
The agency will help the tourism body deliver the “next evolution of Queensland’s global brand strategy”.
Rumble has already launched a domestic tourism campaign for the state, in time for Queensland’s borders reopening for visitors from all states except Victoria tomorrow, July 10.
Rumble co-founder and creative partner, James Burchill, said of the agency’s appointment: “It truly is an honour to be entrusted with bringing to life an exciting, long-term brand vision for the place we live and love.”
TEQ chief executive officer, Leanne Coddington, said: “Rumble has built its reputation as a global leader in creative development and will partner with TEQ to ensure our marketing achieves cut-through for domestic and international travellers in a highly competitive tourism environment.”
Rumble has previously worked with TEQ. The agency was responsible for the 2018 ‘Find your perfect next’ campaign that relaunched Queensland’s tagline ‘Beautiful one day, perfect the next’.
The new interstate tourism campaign, ‘Good to Go’, first launched earlier in the year to encourage intrastate travel and has now been adapted for a national audience.
The ad features Queensland musicians Thomas Busby and Jeremy Marou, who form the duo Busby Marou. The pair previously starred in the ‘Find your perfect next’ campaign.
The OOH execution for the ‘Good to Go’ campaign
Coddington said she was ready to welcome visitors into the state, following COVID-safe guidelines.
“We know people can’t wait to come to Queensland and experience our unique tourism offering. Queensland has such wonderful and diverse experiences and ‘Good to Go’ is the perfect message, uniting our regions and our operators,” she said.
Nancy Hartley, co-founder and creative partner at Rumble, said: “Thomas and Jeremy epitomise the Queensland personality, so genuinely warm and enthusiastic. Travel restrictions during filming meant they were at opposite ends of the state, so we adapted that situation to help show the depth of experiences here. The tactical campaign showcases that sense of freedom we’re all longing for.”
The TVC was directed by Jonathan Nyquist via Taxi Films. The campaign will run across television, print, OOH, digital, radio and social.
Last month, Tourism and Events Queensland launched its new digital platform, designed for users to explore the state’s destinations, tourism activities, accomodation and special deals, and help them plan for their next trip.
Credits
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
Co-founders/Creative Partners: James Burchill & Nancy Hartley
Co-founder/Strategic Lead: Remy Brassac
Director, International Markets : Damian Coren
Business Director: Anne-Maree Jenyns
Account Director: Nikita Baynes
Account Executive: James Goodrich
(Romeo Digital) Creative Director: Marco Eychenne
Agency Producer: Katrine Bowman
Designers: Stephanie Gow, Kate Buchan, Howie Kongstein
Media agency: IKON
Communications Director: Alyce Mollenhauer
Production company: Taxi Films
Director: Jonathan Nyquist
Executive Producer: Andrew Wareham
Senior Producer: Mark Bishop
Director of Photography: Jason Hargreaves
Post Production: Cutting Edge
Executive Producer: Trelise Blade
Post Producer: Aysha Jones
Offline Editor: Kerry Farrell
Assistant Editor: Felicity Kranz
Online Editors: Steve Leacey and Tim Schultz
Sound: Mike Lange and Michael Thomas
Colorist: Danny Scotting
Nice work Rumble!
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I get the distinct feeling that the creative concept of this “Good to go” campaign was a box-ticking exercise formulated in a boardroom at TEQ, not driven by creatives looking to inspire and motivate their audience. At least I hope the creatives didn’t actually come up with this as their best effort.
Seriously – just watch the ad and its just making sure every tourism political stakeholder is pacified, but this then makes sure that it cuts through to absolutely nobody.
It has to be one of the least-inspiring content pieces I have seen for tourism in QLD ever. Busby Marou have one or two good songs – but this is not one of them. Thomas & Jeremy’s efforts in the ad are commendable given that they aren’t known for acting, but lets face it – they have no profile and nobody really watching this knows who they are. They should have used different talent.
Compare this to the current Gold Coast ad featuring Sheppard’s catchy ‘Geronimo’ tune with inspiring content delivery (and the band doesn’t need to feature)… it runs rings around it.
They say a camel is a horse designed by a committee. This ad campaign should be dubbed “The camel campaign”. I hope future creative from this partnership improves dramatically for the sake of QLD’s decimated industry
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