Campaign Review: Taking off with tourism campaigns
Mumbrella’s fortnightly Campaign Review is finally back for 2025. Kicking it off, we have Town Square’s chief strategy officer Jeff Malone and Houston’s creative director Alex Creamer sharing their thoughts on spots from Tourism Fiji, SA Tourism, and TEQ.
In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns.
Brand: Tourism Fiji
Campaign: ‘Loloma Hour’
Agency: Havas Host
The verdict: Creativity with a conscience. But does it miss the mark?
Jeff Malone, chief strategy officer at Town Square, gave it a 5/10 and said:
I hope this initiative is successful, but I feel the campaign misses the mark. While it connects Fijian culture to the environment and offers travellers the chance to connect with the environment, it doesn’t feel like it’s offering travellers the opportunity to connect with Fijian culture beyond a shared commitment to sustainability.
The Palau Legacy Project’s 2022 campaign ‘Ol’au Palau’ was built off a similar foundation but gave responsible travellers the chance to “unlock” unique cultural experiences, which were not just rewarding but braggable.
Loloma Hour’s promise of happiness through volunteerism could be a hard sell for those not already inclined to community service.
Alex Creamer, creative director at Houston, gave it a 8/10 and said:
In a nation where tourism contributes to nearly half of the GDP, it would be easy to focus purely on growth…more flights, more resorts, more visitors. But this ad takes a more sustainable and meaningful path. To truly achieve more, we must understand what makes Fiji unique. The campaign strikes this balance perfectly, blending education with escapism.
As someone who hasn’t visited Fiji before, the more authentic approach quickly builds a deeper connection. In fact some of the inconsistencies of film and footage style add to the overall richness.
With island nations like Fiji on the frontlines of climate change, the need for a more sustained campaign like this, will only help foster a deeper, longer-lasting connection with travellers from around the world, encouraging them to do their bit.
Seeing how this campaign comes to life beyond the 60-second ad will be its true test. But it takes a great first step in inviting a more mindful traveller to the nation. Creativity with a conscience.
Brand: South Australian Tourism Commission
Campaign: ‘Celebrate the Simple Pleasures’
Agency: Frame Creative
The verdict: A welcome creative change, and well suited for the state.
Jeff gave it a 9/10 and said:
I love this! Sure, we’ve seen this insight before, but rarely executed in a way that draws you in and washes over you like this. It’s one of those campaigns where the magic is the in vibe it creates.
From the pacing to the imagery to the music, the films are beautiful, hypnotically transportive, and perfectly suited to South Australia.
Alex gave it a 7/10 and said:
This taps into something people are craving more than ever: slowing down. Slow holidays and slow TV are ever more popular (Great Moose Migration anyone?). It’s about staying a little longer, doing a little less. Brands like Kinfolk and Unyoked have built strong followings around this growing shift toward mindful, meaningful living.
It’s a smart move for a place that doesn’t quite have the blockbuster landmarks of Queensland or NSW. It’s not trying to compete; it’s offering something quieter and more personal. Celebrating the hidden gems rather than the tourist traps.
It’s hard not to appreciate the mixed media approach — illustration, animation, and footage all woven together in a way that feels handcrafted and a little dreamlike.
There are definite echoes of recent Tasmania campaigns, and at times it airs on the Wes Anderson, but it finds its own tone nicely. It doesn’t shout. And in a crowded tourism space (and world in general), that’s a welcome change.
Brand: Tourism and Events Queensland
Campaign: ‘That Holiday Feeling’
Agency: Publicis Worldwide Australia
The verdict: Ticks all the boxes in theory, but needs to go deeper.
Jeff gave it a 7/10 and said:
There’s a lot to like about this campaign – the energy, the nostalgic-yet-new soundtrack, the stunning shots of Queensland… that yellow!
It’s built off a pretty sound truth and it’s unquestionably upbeat, but the campaign feels a bit hollow. Once the novelty of the song wears off, what are we left with? Queensland = holiday? Of course, this is just the launch and we don’t know how the campaign will evolve, but until they dig deeper, it may not be much more than a gorgeous music video.
Alex gave it a 6/10 and said:
Post-Covid, travel has changed. The rising cost of living has encouraged more Aussies to explore their own backyards. Road trips, reconnecting with nature, and seeking more meaningful experiences are now top of mind. Brands like Arc’teryx evolving into a high-street label and the global rise of Australia’s July, known for well-designed yet affordable luggage, reflect this shift.
In theory, this ad ticks all the holiday boxes. It says holiday, it sings holiday, it shows holiday. For regular Queensland holidaymakers, it’s perfect montages of beaches, attractive people, and golden sunsets entice.
But for me, it perhaps lacks a little extra story and tension that the some of the best tourism campaigns deliver. Perhaps a more unique perspective than a quick Google search couldn’t share. e.g. who are the communities and cultures I’ll meet along the way? Where’s the personal touch? I think it could go a little deeper.
As for the brand itself, time will tell. Evolving the brand of a state as vast and diverse as Queensland is no easy task. Finding a single-minded, distinctive idea is a fantastic brief but no doubt a challenge. Like the ad, I think there’s room to craft something more rich with meaning, with a better sense of provenance. This may come as the work continues to roll out.
As told to Lauren McNamara.
If you are a senior creative or strategist who would like to take part in a future Campaign Review, please email Lauren at lmcnamara@mumbrella.com.au.
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