JWT takes Tourism Queensland to the world with first campaign

December 2, 2016 10:38

Tourism Queensland has launched its new global and local campaign, the first work since the account was won by J. Walter Thompson in July.

https://www.youtube.com/watch?v=9bLv5KEdF1I

The campaign runs with the line ‘I Know Just The Place’ and highlights destinations throughout the state, shifting the focus away from beach destinations that have tended to characterise the state’s marketing in the past.

Simon Langley, executive creative director of JWT Sydney, said the campaign aimed to reposition the state for the future by using locals to show off different aspects of Queensland.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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2 COMMENTS

JJ 3 Dec 16

Yet another tourism commercial from Australia or an Australian state that does not show a family with children, only a presumably wealthy couple, reinforcing to the travel market that Australia and its states are too expensive for family holidays or are not welcome. So families should go elsewhere.

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C 5 Dec 16

Did you actually watch the main ad? There’s a family running into the water at 0:53. Or did you just assume they were random children running with the presumably wealthy couple 😉

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