The Campaign

To redefine the State and its attractions to Australia and the world. To appeal to a range of different target audiences, from Queenslanders, interstate travelers and international visitors The agencies ECD said they were honored to work on such an iconic Australian destination, with the resulting campaign one that utilised all of the agency's capabilities across all channels to reposition the State for the future. The ECD said: "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. So the 'I know just the place' creative platform leverages welcoming locals revealing the amazing experiences that they know best." He also said said the campaign was designed to appeal to a range of different target audiences, from Queenslanders, interstate travelers and international visitors.

Creative Execution

The campaign includes a complete re-brand including TVCs, long form digital content, social, outdoor and print.

Overnight visitor expenditure generated by the campaign $295m. Direct visitor nights generated 1,609,117. Visitors to Queensland generated 218,844.

the song "Somewhere Only We Know" was re-recorded by English band Keane. The singer was Queensland based singer Sahara Beck and the soundtrack also featured the Queensland Symphony Orchestra.

To showcases a range of experiences that go beyond the traditional locations shown in previous executions, using proud locals as the stars.