Queensland launches new ‘I know just the place’ creative platform via J. Walter Thompson, Sydney
Tourism and Events Queensland (TEQ) and J. Walter Thompson Sydney have launched a stunning new creative brand platform for Queensland, aimed at redefining the State and its attractions to Australia and the world.
The new campaign, ‘I know just the place’, showcases a range of experiences that go beyond the traditional locations shown in previous executions, using proud locals as the stars. It is the first campaign executed by J. Walter Thompson Sydney since being appointed by TEQ following a competitive pitch in July.
J. Walter Thompson Sydney ECD Simon Langley said the agency was 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.
Says Langley: “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.”
Langley said the campaign was designed to appeal to a range of different target audiences, from Queenslanders, interstate travelers and international visitors. The work was shot by the director of Gallipoli & Puberty Blues Glendyn Ivin and features a music track from local newcomer Sahara Beck, supported by the Queensland Symphony Orchestra.
The campaign will be seen in key Queensland and eastern seaboard markets from this week, with other domestic and international media going live from 2017. Work undertaken by J. Walter Thompson Sydney includes a complete re-brand including TVCs, long form digital content, social, outdoor and print.
Creative Agency: J. Walter Thomson Sydney
Simon Langley: Executive Creative Director
Will Edwards: Creative Director
Chris Badger: Creative Director
Sue Hind: Producer
Angela Morris: Executive Planning Director
Production: Exit Films
Glendyn Ivin: Director
Germain McMicking: DOP
Karen Sproul: Producer
Post Production: Alt.vfx
Editing: Matthew Bennett – Alt.vfx
Online: David Edwards – Alt.vfx
Post Production Producer: Adrianna Spanos – Alt.vfx
Sound: SMITH & WESTERN SOUND
Music production, arrangement and recording: Smith & Western featuring Sahara Beck & The Queensland Symphony Orchestra.
Photoplay:
Mark Clinton: Photographer
Content Director:
Matt Raimondo
Identity: WiteKite
18 Comments
Thank god advertising gives good directors the ability to make a living because there is no other reason you’d direct this campaign.
Love your choice of music.
Gorgeous spot. Well done all.
Lovely stuff fellas, bet there was an equally lovely shoot as well 😉
It’s well shot, but that’s about it…no real departure from any work they’ve done in the past, or in the category for that matter.
Tourism Qld hires all Sydney team down to the guy that made the coffees. Because they have so little faith in the services in their own state?? Well done qld.
Failed before you even hit record.
“first campaign executed by J. Walter Thompson Sydney”.
Shot to death more like.
Where did they get those mannequins in the first scene from?
Has this singer had a stroke?
There’s some nice stuff in the mix but nothing visually innovative or smart. With all due respect, that director, DOP and post, it should be incredible. Maybe it got jumped on by agency or client.
Is this a southern conspiracy? Cant imagine anything less inspiring.
Cannes gold
Nicely shot but that opening sequence was horrible.
How does this stuff even get made. Client and agency should be removed from existence.
If you can’t sell this beautiful country, hang up your pencils.
Never understand anyone choosing JWT, average is all they do and this doesn’t even make that.
How about promoting Woodgate Beach, one of the states accessible, affordable and pristine holiday destinations away from the rat race?
Come here and I’ll sting the shit out of you.
is one of the worst pieces of performance to be on air.
jesus. payday loan ads have more sincerity.
We’re pretty confident this is going to clean up, so watch this space. We can’t help but be proud.
Does anyone know who the model is?