Tourism and Events Queensland says ‘switch off’ in new TV ad

A national campaign promoting the Sunshine Coast will break this week.

Featuring three TV ads and a website, the campaign was created by The Hallway for Tourism and Events Queensland and Sunshine Coast Destinations. The creative line is “make the most of the moment.”

There is one 30 second spot and two 15 second spots that will also feature in online advertising. The campaign will run in several parts, taking about 12 months in total. The PR and activation in subsequent parts will aim to shine a light on society’s dependence on technology, particularly smart phones.

Simon Lee, creative partner at The Hallway said: “But the TV ads are just the beginning. The next phase will see the Sunshine Coast physically enabling and encouraging the behaviours our advertising advocates.”

The ads play in slow motion with a soft guitar and soothing voice-over, something Lee, said is done to deliberately mirror the laid-back atmosphere of the beach they are trying to promote.

Lee said: “We created these spots to serve quite literally as a break within the usual commercial frenzy of an ad break.

“This mirrors the role that a holiday on the Sunshine Coast can play – a break from the frenzied pace of our modern “always on” lives. The choice of 15 second slots and the deliberate, meditative pace of our 15 second executions are in themselves a concrete expression of the campaign idea.”

Client: Tourism and Events Queensland

  • Executive Director Marketing – Steve McRoberts
  • Director Brand and Marketing – Jill Holloway
  • Marketing Manager Destinations – Alison Bendall
  • Brand Director Sunshine Coast Destination Limited – Veronica Rainbird

Creative: The Hallway

  • Creative Partner – Simon Lee
  • Head of Art – Dave Lidster
  • Copywriter – Josh Aitken
  • Group Account Director – Emma DiGiacomo
  • Project Manager – Annabelle Pocock
  • AgencyProducer – Bianca Baroni
  • Production company – Collider
  • Director – Lorin Askill
  • Executive Producer – Rachel Ford Davies
  • Producer – Catherine Warner
  • Sound design & music – Sonar
  • Post production – Method Studios & The Post Lounge

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