Queensland shines in new global tourism brand campaign via Clemenger BBDO, Brisbane
Queensland Premier Anna Bligh and the Minister for Tourism, Peter Lawlor today unveiled Tourism Queensland’s first global tourism brand, via Clemenger BBDO, Brisbane.
The Premier said the $4.16 million investment would centre on the new brand – Queensland, Where Australia Shines: “Queensland, Where Australia Shines captures the essence of Queensland – a beautiful Australian holiday destination, with unforgettable experiences and shining Queenslanders themselves.
“Queensland, Where Australia Shines shows visitors that Queensland isthe Australian holiday destination where they too can shine and escapethe pressures of everyday life.”
The two-year $4.16 million investment includes: a photo and film shootof over 70 Queensland destinations which generated more than 500 newimages and 32 hours of destination footage;
a global social media campaign which will launch in coming weeks;industry and consumer consultation; new online and social media toolssuch as the updated Queensland Holidays website and Queensland Facebookpage; the roll-out of the new brand platform through TourismQueensland’s key international markets; and the development of regionalmarketing brands for Brisbane, Gold Coast, Sunshine Coast, Whitsundaysand Tropical North Queensland in addition to the Queensland brand.
The Premier said the unique positioning of Queensland, Where AustraliaShines had been validated by extensive consumer research and industryconsultation: “Tourism Queensland asked over 6000 Australians theirviews on holidays and destinations in Queensland,” she said.
“Queensland, Where Australia Shines is something every Queenslander canown through their own shining moments and has enormous potential wellbeyond tourism It’s been 12 years since Tourism Queensland lastlaunched a new brand under the theme of Where Else But Queensland,which served us well,” she said.
“But research has shown it’s time for a change.Feedback from ourtourism industry, both in Australia and overseas is that they love thenew brand and we are sure Queenslanders will as well, as they more thananyone know that Queensland is where Australia shines.”
The Minister for Tourism, Peter Lawlor said Tourism Queensland’s iconic’Q’ logo had also been updated to make it more contemporary: “Around122,000 Queenslanders are directly employed in tourism with a further100,000 employed indirectly.
“Queensland, Where Australia Shines is a brand that will resonate withAustralian and international visitors. This brand will enable ourtourism industry to develop more effective marketing activities basedon what visitors want and need from their Queensland holiday.”
“The way we communicate has changed enormously in 12 years; growth ofthe internet, online media and social networking makes it nearlyimpossible to maintain separate ‘domestic’ and ‘international’ brands.”
New marketing brands for five major Queensland destinations – Brisbane,Gold Coast, Tropical North Queensland, Sunshine Coast and TheWhitsundays will also be launched in the coming months.
The commercial was created by Clemenger BBDO, Brisbane and produced by Film Headquarters with post production via The Post Lounge.
45 Comments
so what’s the idea exactly?
I predict over 100 comments on this little gem.
Yawn.
Getty.
Pretty pictures. Crap jingle. Where’s the heart and soul?
So let me get this straight – it’s the QLD government spending millions promoting spending time in the sun, while the Federal govt spends millions telling us to stay out of the sun?
Don’t mention the C word.
Queensland shines like a polished turd
It all makes sense now. Rob and Hilton saw this ad and then got the news they won Virgin Blue.. No wonder they decided to cash out and sell to global.
I thought selling Queensland as a holiday destination would be the easiest brief ever. Take beautiful pictures of all the contrasting landscapes and environments that Queensland has to offer (they sell themselves) and set against an appropriate contemporary mood setting track. It’s been a successful formula for over 2 decades… or at least until now! The music track is so woeful that it makes the whole spot feel like a tacky Karaoke backing video… or a bad corporate video asking for money to invest in a resort being constructed just outside of Cairns. How could they get it so wrong?
QLD Severe Thunderstorm Warning: Large Hail, Flash Flooding, Damaging Winds
Source: Bureau of Meteorology
Issued at 12:44 pm Tuesday, 28 September 2010.
Severe thunderstorms are likely to produce damaging winds, very heavy rainfall, flash flooding and large hailstones in the warning area over the next several hours. Locations which may be affected include Warwick, Gold Coast, Toowoomba, Brisbane, Dalby, Maroochydore, Roma, Gympie, Bundaberg, Gladstone, Emerald, Rockhampton, Kingaroy, Stanthorpe and Goondiwindi.
Emergency Management Queensland advises that people should:
* Move your car under cover or away from trees.
* Secure loose outdoor items.
* Avoid driving, walking or riding through flood waters.
* Seek shelter, preferably indoors and never under trees.
* Avoid using the telephone during a thunderstorm.
* Beware of fallen trees and powerlines.
* For emergency assistance contact the SES on 132 500.
Look I have to comment, I never normally but it’s my god given right as a Queenslander.
All I can say is OMFG!!!!!!
Tell me this is footage they found in the tourism archives, it’s like so 1980’s and it looks like it was shot on an old news video camera. It can’t be new stuff.
Tell me there was no director involved because this will most surely kill his or her reputation over night if there was one involved at all.
Tell me it was done in house at Queensland Tourism as the Ad agency and the creatives would be normally sacked for shit like this.
Tell me this is just something in the interim until the big one big one is released.
Please don’t blame the GFC.
Credits please, just so I no never to fall into the trap of using who ever made this tax paying disaster.
Hey don’t blame Clemenger, Apparently they had some great directors and dop’s lined up but Tourism Queensland took so long to sign off that they lost them all and had to resort to using some local kid with a Canon 5d.
Atrocious work Clemenger, well done on getting it so wrong. No real idea and quite ironic given that Queensland doesn’t shine between October and April as there’s NO daylight savings!!!
How does a client go from best job in the world – to this?
I think it shows that they fluked the best job in the world idea. It was just a great sales promotion idea that got out of hand thanks to some smart ad people.
Bad Client.
And there are a number of artists whose lawyers will be rubbing their hands i glee over the lame mashup soundtrack song.
This gentleman for a start
http://www.youtube.com/watch?v=t6VZ1ZzINJM
1:49 – Which ‘C’ word is that?
Cockamole?
This screams overbearing client. This is clearly a client art directing and copywriting when they have no idea/or qualifications to do so.
Kudos to Clemenger for getting something even half decent out when dealing with that lot.
3.44 – “Something even half decent out”… you gotta be joking.
Don’t be too harsh. This is obviously intended for off-shore consumption, and in all likelihood destined for very unsophisticated parts of the world. In crowded, politically unstable shit-holes this ad is aimed at, images of clean, wholesome white-bread white skinned carefree young people offer a utopian vision in complete contrast to the dreadful poverty of the dog-eat-dog war-torn societies they live in. Having said that, of course it’s excruciatingly banal and uncreative. But think of the audience. And just for a moment, think media. Clearly, the CB Blog channel would NOT be on the schedule, and perhaps whoever decided to PR this here needs to take a good hard look at themselves. Wrong crowd.
Hey! Hey! This makes the last campaign look like Run Rabbit Run.
This ad proves Melbourne are the best at Tourism Ads.
That song ids so bad. The footage is uninspired, it is stylistically bankrupt.
3:44pm Anonymous – let me gues… you work for Clemenger??? Tell your mates there the line is good, but the song is flat. Where is the idea????
That old CD guy is unfortunately right.
This will work OS
.Sad but true
You could travel back in time and air it during the eighties and nobody would suspect it came from 20 years in the future.
This blog makes me want to go home, run a hot bath and slice my wrists with a razor blade. I hate you all so much I want to cry till I get a crying headache. I can’t believe I’m going to try and decipher the code below to submit this comment.
I was just sick in my mouth. And old CD guy, that’s no excuse. They could still have done something much better than this that would still have appealed to an overseas audience.
Gotta love client backlash against one of them ‘awardy’ ideas. This screams of the client firing the agency and then throwing his dick on the table and saying ‘now that’s advertising!’
Seriously… no no seriously.
There has to be someone that will fall from a great height for this.
Research groups say that the Tourism Minister must resign immediately.
The Premier of Queensland has to get involved and we must have a state inquiry over how this waste of tax payers money got through.
The two and only two best ad’s Queensland have done was one with an old surf life saver dude saying swim between the flags. I think Steve Rodgers directed it and another one with the all the worlds concierge walking around there cities wondering were all the people went too, that was another Steve Rodgers epic.
I think even if the idea is shit, A good director can save it at least it.
Problem is there was no director on this ad. The DOP and the client did it all.
Pity Clemenger will burn for it.
I suppose it will work. It’s still happy, warm, setup and contrived.
Nothing new or innovative for the Queensland brand.
Even though it looks old school 80s, maybe that kitsch look as back in vogue.
Queensland has only had glimpses of brilliance in its advertising. lets just put this year down to just another week of hics ville.
Queensland (creative) isn’t ready to join the grownups table just yet.
This is so horrible and it makes me so mad. I hate all of you people who think this is even vaguely appropriate for ANY reason. This is disgusting work. It HAS got to be client dictated. No one with any creative ability or aptitude came up with this. Surely??!!?? I’m with the wrist slitter. This hurts my soul.
12.41: Please work on your grammar before belittling Queensland creatives. It just makes you look silly when you judge that others aren’t ready to join you grown-ups, and you write like a small child. And just for the record, I understand there was very senior network involvement in this. You can lead a horse to water…
So many boxes to tick
So many agendas to satisfy
So many boats that don’t want to be rocked
So many in Govt that don’t want to be held accountable
And so many bills to pay.
That’s life people get over it
60 seconds of uptight, forced-smiling white people, and not one migrant in any of the shots. Really….
Come on Queensland you could have at least tried to pretend that you weren’t racist!
ha ha…screw you all
I like it.
Say what you want. It looks like a fun shoot. I bet anyone of you “artist” would give anything to be on it.
These comments go to show that “ad wankers” was not written in the ‘target market’ section of the briefing form.
I’m loving all the ‘anonymous’, sour grapes, comments coming from NSW and Victoria… Still some catching up to do, eh guys.
As an Ad Wanker I feel like I should be represented in client briefs.
That ad is embarrassing for Queensland ad agencies.
Is this the wrong link? All I saw was a hype reel- where’s the ad? Oh, that is the ad. Oh
Ok I’m from Brisbane, born & breed….so I’ve got some license. If you want to bag me go ahead but……
This is utter crap, period. Clems is better than that or was, I grew up there at Clems with great talent and an awesome CD, Sandy Peacock. How did this shit get out of the agency? Oh, Anna Bligh also came across as a bogan, redneck at the campaign launch too so that helps sell Queensland as well…
There is no idea, the art direction is horrible, the logotype looks like it is from a pineapple tin but somehow there is a jingle, ahhhh the jingle.
It is not stylish, sophisticated, confident, intriguing…it is a crappy music track with a vignette of cliche vision that looks like you could have saved 11.5 months and $4m by buying vision from Getty.
Come on guys, do better for us all.
OOOH AHH stand up the boy who did that! No idea, no director and no lyricist.
It isn’t good now and it wouldn’t have been good in the eighties.
Brace yourself for the print work. It takes this brand to a whole new level…
4:47PM. There were a dozen great ideas, all rejected. The art direction is from the client. The logo is from the client. The music is from the client’s friend.
It is disappointing but not unsurprising in this day and age how people can be critical but can not “man up” and put their name to their comments. So I suggest it is time to ignore the cowards and for administrators of these sites to not allow people to hide. But when looking at most of the comments they seem to come from ad types who did not get the account.
As tourism still ranks as our second or third largest industry depending if you are talking about national or state figures with a national budget for marketing tourism less than what Las Vegas spends I think Australian tourism does pretty well for itself but of course could always do better.
So if you have something to say do it in the open. For the record I do not work in tourism.
Charles Graham