Taxi and Rumble make Queensland great again; Tourism + Events QLD launches new campaign
Tourism and Events Queensland has launched a major new campaign to coincide with the Gold Coast 2018 Commonwealth Games, building on the State’s most famous tourism tagline, “Beautiful one day, perfect the next.”
The campaign, created by independent agency Rumble Creative & Media evolves its meaning from simply being about the weather to being about life in Queensland, encouraging travellers to find their perfect next holiday, event or experience amongst the diverse wonders of the state.
SaysMichael Branagh, group executive, global marketing, TEQ: “The equity of that line was impossible to ignore, but it’s the authenticity of the execution that really captures the feeling of Queensland.”
Says Nancy Hartley and James Burchill, creative partners, Rumble Creative: “Queensland is incredibly beautiful, but the attitude to life is unique too. That’s where we knew we could create our own space, that couldn’t belong to any other destination.”
Popular Queensland musicians Thomas Busby and Jeremy Marou lead the cast, directed by Jonathan Nyquist via Taxi Films.
Says Branagh: “The guys are what you see. Locals who love Queensland, and love sharing everything that’s special about it. The rapport you see between them and the kids is the real deal.”
The TEQ digital team also worked closely with Rumble’s sibling agency ROMEO to create immersive digital and social extensions of the campaign.
The campaign, which includes a 60 second brand, five 30 second experience tvcs, print, outdoor and digital executions, is in market now.
Client: Tourism and Events Queensland
Group Executive, Global Marketing: Michael Branagh
Director, Global Brand: Jill Holloway
Marketing Manager, Global Brand: Alison Bendall
Director, Experience Engagement and Digital Channels: Chris Chambers
Digital Marketing Manager: Kate Duffy
Agency: RUMBLE Creative & Media
Founders/Creative Partners: Nancy Hartley, James Burchill
Founding Partner: Remy Brassac
Group Account Director: Edwina Gilmour
Senior Account Manager: Nikita Baynes
Agency Producer: Katrine Bowman
Production Company: Taxi Film
Director: Jonathan Nyquist
DOP: Earle Dresner
Producer: Mark ‘Bish’ Bishop
Post Production: Cutting Edge
Editor: Kerry Farrell
Assistant Editor: Felicity Kranz
Producer: Kristie Godden
Flame Artist: Steve Leacey
Colourists: Ben Eagleton, Danny Scotting
Sound Engineer: Mike Lange
Music: “Blue Road” by Busby Marou
Busby Marou Sound Engineer: Nathan Davis
Casting: Ben Parkinson Casting
ROMEO:
Head of Business: Amanda Shultz
Creative Director: Marco Eychenne
Account Manager: Caitlin Lilley
Technical Director: Joel Garvey
UX Designer: Jade Stephens
Interaction Developers: Jonny Lu, Michael Schmidt
14 Comments
Who picked that song FFS?
What an insult to a once great line.
Wow what a waste of money, even if they where nimble with their approach. The ad is so full of tourism cliches it’s a reason not to visit.
“authenticity of the execution” it’s an ad not a piece of drama. I’m guessing you’re new to this Michael or you must believe every advert you watch to be true.
Not the best job in the world.
How does that line help those poor people smashed by a cyclone or when a flood hits again. It’s not so perfect the next when more people get stung by jelly fish on the reef and suffer heart attack’s. With the changing world of social bringing back an old line that will be abused in times of suffering is not wise. This feels that the future thinking has not been done as the agency was so keen to make a TVC and take the clients / tax payers money without any thought being put into the changing world of communications.
This is underwhelming in so many ways. The idea. The execution. What a missed opportunity. Rehashing an old line is hardly something to be proud of. Especially when it comes out like this.
I got more excited after I found out I didn’t have ebola… That was real “beautiful the next’ day
From the team that didn’t really bring you the best job in the world.
Business gives. Not business wins.
You couldn’t even come up with your own line.
Isn’t this basically the same as the previous campaign by JWT but with the old endline and different music?
And wasn’t the JWT campaign basically the same as the campaign before that but with a different endline and music
Repeat at will.
Why do these clients bother changing agencies when the work stays the same?
The best job in the world is making money from shit work that’s no going to get people to visit the place. Why not go to Fiji. It’s sunny there everyday too.
I agree #ditto say old stuff
Queensland: one hour and thirty years behind Sydney.
Sooooooooo contrived it’s painful.