Tourism Queensland reveals new brand: Where Australia shines

Visually not much different. Aurally terrible. What is this a throwback to 90’s soft rock?

Glad to see the helicopter’s back.

Disgraceful effort people, where did it all go so wrong? I hope this wasn’t the pitch idea that won the account, because that lines up with the “1 year in the making.” How did the agency / client miss that the new slogan contradicts the fact that Queensland likes to boycott daylight savings over summer!

Why is that other eNewsletter that comes as a PDF saying that this is a $40M creative account.

Surely not?

Ed Three – let me guess you pitched and lost… you sound like a bitter old woman

Way to go TQ – more of the same crap.
Was that in your brief.

I actually quite like this, the landscape in all the shots is beautiful and it shows off Queensland well. Well Done Clemenger BBDO Brisbane.

Needs more lens flares

My God how could they have lost the plot so badly. Go back to to beautiful one day perfect the next. The only thing missisg from this clap trap is the big ball, big can, and Kilner Mason. Thank god the latter is missing. Bring back the 70’s Here a tag worth bringing back Queensland… adda life!!!!!!

Queensland is was it is – a laid-back, safe, fun, family holiday destination.

In fact, nearly 60%+ of Queensland holidaymakers are from Queensland!

I think most Aussies will find the imagery just right.

It ain’t my kind of holiday, BUT it used to be when I had a young family.

I guarantee this: every person who knocks this campaign will STILL take their kids to all The Worlds on the Gold Coast.

[P.S. Not connected to Clems or Tourism Queensland].

Sure its an okay advertising effort, but there is nothing new there….

no flair, no spark, nothing to draw attention to the coast..

I quite like it.

Sun..check, surf..check, girls..check, beers..check, rainforest..check, fun..check, families..check.

Why wouldn’t you go there.

Don’t know what the cynical here are going on about.

I often wonder after reading these comments what an advert would have to look like if the target audience was a cynical bunch of wannabe advertising people.

I’m sure, like many of the other creative executions slagged off on this site, that this will work well for the intended target audience.

@Stu I agree. There always anonymous to… to scared to put a name to there comment!!

not a bad ad. i think-but i agree- no spark in it-if this was a 40 million dollar thing i could have shot it for a few thousand-and wheres the the safe in the sun message-not many people with hats on-or is that too truthfull?

@Tui – i agree with you too, why don’t the anoyomous people just put names on their comments? it’s not like anyone is going to get too serious and hunt them down! the banter is all part of the fun and enjoyment of the website.

B. chatfield, I hardly think the ad cost 40 million dollars. It would have cost much less than even 1 million, and looks like the sort of thing where the client gave them a shopping list of places to shoot and then put it to (unfortunately bad) music.

Stu is right – target audience. And it’s not an ad for the Cancer Council, it’s for tourism. Just because it’s a government-funded body doesn’t mean they carry all of the stringencies of all possible public policy considerations on their shoulders.

Tourism in Queensland means beaches, adventure and sun. Seems to have captured that pretty well.

The music is awful, but i think it gets the message across pretty effectively.

Would have been better as “Queensland, where Australia walks”, in hindsight to the disastrous Anna Bligh’s campaign of getting the politicians to walk in everyday people’s shoes …

Nice retro ad from the 90’s for pineapple chunks…

sweep me away with your camera shots… erg