Tourism Queensland has released its first TVC in four years, this time using high-tech aerial shots to highlight the experiences Queensland offers.
The three 60-second and five 60-second TVCs were developed by Clemenger Harvie Edge Brisbane, which was appointed to the Tourism Queensland account one year ago.
Clemenger Harvie Edge Brisbane creative director Sandy Peacock said it was time to refresh Queensland brand amid increasing competition from other states and New Zealand.
However, he said Clemenger had recommended that Tourism Queensland keep ‘where else but Queensland’ to maintain consistency.
Peacock said the agency’s brief was to create an experience-based rather than location based campaign, a topical subject around the world.
As people were so busy these days they needed to know what experiences they could look forward to when they were on holiday, not just the name of their holiday destination, he said.
“People want talk about their experiences, they don’t just want to say they have been to a particular location,” he said.
Peacock added that the TVCs were designed to drive a significant boost in Queensland Tourism by reminding people about what Queensland had to offer while presenting new options, said Peacock.
They were designed to encourage Australians looking for a domestic holiday destination, as well as those thinking about an overseas tropical holiday, to consider Queensland instead, he said.
International tourists will be targeted through a trade campaign.
The TVCs launch on February 4, with an upfront six-month media buy. A website is also being developed which will feature a two minute version of the TVC will thinks to the main Tourism Queensland site and more information about the experiences highlighted in the ad.
The TVCs were preceded by print, outdoor and point of sale campaigns that build on the ‘where else’ brand.
For example, ‘where else can you fly overseas for lunch’ was used to highlight seaplane flights from Hayman Island to a coral atoll.
The tongue-in-cheek TVCs feature concierges in New York, London, Sydney and Melbourne looking out into empty streets, clearly wondering where all the people have gone.
The camera then cuts to an image on a billboard that comes alive as a Queensland experience, such as flying over white sandy beaches in the Whitsundays. The ad then cuts back to the NY concierge and a bell boy, who are looking at the billboard highlighting that ‘Where else but Queensland’ is the answer to where have all the people gone. The Queensland shots were taken by SpaceCam technology, which gives the impression of floating in the air, and which has been used in feature films such as Hong Kong.
