Brief Explanation

Tourism Queensland’s online campaign objectives were to generate more interest in Queensland by showcasing “different” experiences, beyond the Gold Coast theme parks, and to educate them about other regions in Queensland, including Brisbane, Sunshine Coast and Fraser Coast. This was in an effort to boost arrivals from Singapore to Queensland, via Singapore Airlines. The primary campaign challenge was promoting travel to Queensland during the off-peak season. Furthermore, the online travel space is increasingly cluttered, and therefore we needed to find a way to cut through the clutter to achieve awareness, interest and desire.