Published Friday, 08 December, 2006 at 12:00 AM
JOINT STATEMENT
Premier and Minister for Trade
The Honourable Peter Beattie
Minister for Tourism, Fair Trading, Wine Industry Development and Women
The Honourable Margaret Keech
STUNNING NEW $6.5M CAMPAIGN A TOURISM WINNER
remier Peter Beattie and Tourism Minister Margaret Keech unveiled a new $6.5 million
tourism campaign today while in Tropical North Queensland.
The strangely empty streets of New York, London, Sydney and Melbourne kick-off the
new television commercial. Devoid of any people except a few bored bellhops, the
question is asked: where have all the people gone?
The answer, of course, is: “Where Else But Queensland.”
Mr Beattie said the stunning new campaign would be launched onto the domestic
market in the first instance
“This will be our most dynamic domestic campaign ever,” Mr Beattie said.
“It’s a bit cheeky - taking a good-natured swipe at Sydney and Melbourne, but its all
about reminding Australians about the diversity and beauty offered by Queensland
holiday destinations.
“We want to encourage Australians to holiday here rather than overseas, and we want
Aussies taking a holiday at home to head straight to Queensland.
“We are confident this new campaign will do just that.
“Thousands of Queensland families rely on the tourism industry; this campaign will help
keep them secure.”
The campaign features stunning natural and commercial attractions and images of
people at play in a range of settings – tropical waters; rainforest; beaches; the Outback;
theme parks.
Mrs Keech said the new advertisement set a new benchmark for tourism campaigns.
“It will take the market by storm when it hits TV screens early next year,” she predicted.
“Queensland already has an enviable reputation as a great place to live, work and play
and this campaign will reinforce that attraction in our interstate markets.
“This is a first-class ‘Smart State’ commercial, shot with world-leading SpaceCam
technology by Queensland-based and internationally renowned cinematographer and
producer Mark Toia.
“The result is a commercial that shows not just destinations, but unique Queensland
experiences.
“This campaign has been designed to not only attract our target consumers but to entice
them to stay longer and enjoy more of what we have to offer.
“It’s about real returns for the State’s tourism industry, about delivering economic, social
and environmental sustainability now and in the future.”
Mrs Keech said Mark Toia used almost 10km of film shooting campaign images in
destinations around Queensland from a helicopter for more than 43 hours.
“Aerial footage was shot using SpaceCam, the same revolutionary camera used to film
many of the aerial segments in movies such as Lord of the Rings, Twister, Con Air and
Shackleton's Antarctic Journey,” she said.
“Mark Toia has worked around the world but told me he was absolutely blown away by
what he saw during the shoots.
“He said the hardest task with this ad was deciding which of the scores of magnificent
images to leave out.
“The result is a fantastic collage of Queensland experiences that will be a magnet to
holidaymakers.”
Mr Beattie said the original Where Else But Queensland advertisements had served the
state well.
“However, it was time to refresh the brand, retaining the ‘Where Else’ tagline and
incorporating music that preliminary testing showed us worked really well,” he said.
Mrs Keech said the focus of the new television commercial was determined following
extensive research earlier this year into target audiences and their perceptions of
Queensland.
“Research revealed that consumers viewed Queensland as being made for pleasure
holidays,” she said.
“This is the first Queensland commercial produced by the Government’s tourism arm,
Tourism Queensland, since the highly successful 1998 ‘Where Else But Queensland’
campaign.
“Our research has shown the Queensland brand is strong interstate and, as a state, we
have generally avoided the national domestic tourism downturn.
“But we cannot be complacent, we must continue working with private and public
sectors to ensure Queensland remains Australia’s number one holiday destination.”
The new ‘Where Else But Queensland’ television commercial can be viewed for a
limited time by visiting www.tq.com.au/whereelse
Friday, 8 December 2006
Media contacts:
Premier’s office: 3224 4500
Minister’s Office -David Smith 3225 1005 / 0409 496 534
tourism campaign today while in Tropical North Queensland.
The strangely empty streets of New York, London, Sydney and Melbourne kick-off the
new television commercial. Devoid of any people except a few bored bellhops, the
question is asked: where have all the people gone?
The answer, of course, is: “Where Else But Queensland.”
Mr Beattie said the stunning new campaign would be launched onto the domestic
market in the first instance
“This will be our most dynamic domestic campaign ever,” Mr Beattie said.
“It’s a bit cheeky - taking a good-natured swipe at Sydney and Melbourne, but its all
about reminding Australians about the diversity and beauty offered by Queensland
holiday destinations.
“We want to encourage Australians to holiday here rather than overseas, and we want
Aussies taking a holiday at home to head straight to Queensland.
“We are confident this new campaign will do just that.
“Thousands of Queensland families rely on the tourism industry; this campaign will help
keep them secure.”
The campaign features stunning natural and commercial attractions and images of
people at play in a range of settings – tropical waters; rainforest; beaches; the Outback;
theme parks.
Mrs Keech said the new advertisement set a new benchmark for tourism campaigns.
“It will take the market by storm when it hits TV screens early next year,” she predicted.
“Queensland already has an enviable reputation as a great place to live, work and play
and this campaign will reinforce that attraction in our interstate markets.
“This is a first-class ‘Smart State’ commercial, shot with world-leading SpaceCam
technology by Queensland-based and internationally renowned cinematographer and
producer Mark Toia.
“The result is a commercial that shows not just destinations, but unique Queensland
experiences.
“This campaign has been designed to not only attract our target consumers but to entice
them to stay longer and enjoy more of what we have to offer.
“It’s about real returns for the State’s tourism industry, about delivering economic, social
and environmental sustainability now and in the future.”
Mrs Keech said Mark Toia used almost 10km of film shooting campaign images in
destinations around Queensland from a helicopter for more than 43 hours.
“Aerial footage was shot using SpaceCam, the same revolutionary camera used to film
many of the aerial segments in movies such as Lord of the Rings, Twister, Con Air and
Shackleton's Antarctic Journey,” she said.
“Mark Toia has worked around the world but told me he was absolutely blown away by
what he saw during the shoots.
“He said the hardest task with this ad was deciding which of the scores of magnificent
images to leave out.
“The result is a fantastic collage of Queensland experiences that will be a magnet to
holidaymakers.”
Mr Beattie said the original Where Else But Queensland advertisements had served the
state well.
“However, it was time to refresh the brand, retaining the ‘Where Else’ tagline and
incorporating music that preliminary testing showed us worked really well,” he said.
Mrs Keech said the focus of the new television commercial was determined following
extensive research earlier this year into target audiences and their perceptions of
Queensland.
“Research revealed that consumers viewed Queensland as being made for pleasure
holidays,” she said.
“This is the first Queensland commercial produced by the Government’s tourism arm,
Tourism Queensland, since the highly successful 1998 ‘Where Else But Queensland’
campaign.
“Our research has shown the Queensland brand is strong interstate and, as a state, we
have generally avoided the national domestic tourism downturn.
“But we cannot be complacent, we must continue working with private and public
sectors to ensure Queensland remains Australia’s number one holiday destination.”
The new ‘Where Else But Queensland’ television commercial can be viewed for a
limited time by visiting www.tq.com.au/whereelse
Friday, 8 December 2006
Media contacts:
Premier’s office: 3224 4500
Minister’s Office -David Smith 3225 1005 / 0409 496 534