Ad Nut
Dec 2, 2016

Queensland tourism rebrands with 'just the place'

Tourism and Events Queensland and J. Walter Thompson Sydney place the focus on in-the-know locals and lesser-known experiences.

The campaign is launching in key Queensland and eastern seaboard markets starting this week, with other domestic and international media going live in 2017. It's a "complete re-brand" including TVCs, long-form digital content, social, outdoor and print, according to the agency, which was appointed following a competitive pitch in July.

Ad Nut thinks the main video (top) is a cut above typical tourism spots, which always try to cram way too much into their allotted time. But the longer-form content (below) really shines because it features real people showing off places they love, with enough time for a sense of those locations to sink in.

Said J. Walter Thompson Sydney ECD Simon Langley:

Queensland is much more than a ‘sunny beach break’. It has a depth and breadth of experiences that are just what today’s traveller is looking for. The objective of our new creative approach is to bring this to life by showing the real Queensland. And no-one knows what the real Queensland has to offer like local Queenslanders do.

The song in the main ad (at the top of this page), performed by local artist Sahara Beck with the Queensland Symphony Orchestra, is nice, but Ad Nut prefers the somewhat more melancholy original version by British band Keane.


Creative Agency: J. Walter Thomson Sydney
Simon Langley: Executive Creative Director
Will Edwards: Creative Director
Chris Badger: Creative Director
Sue Hind: Producer
Angela Morris: Executive Planning Director

Production: Exit Films
Glendyn Ivin: Director
Germain McMicking: DOP
Karen Sproul: Producer

Post Production: Alt.vfx
Editing: Matthew Bennett – Alt.vfx
Online: David Edwards – Alt.vfx
Post Production Producer: Adrianna Spanos – Alt.vfx
Music production, arrangement and recording: Smith & Western featuring Sahara Beck & The Queensland Symphony Orchestra.

Mark Clinton: Photographer

Content Director:
Matt Raimondo

Identity: WiteKite

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