Tourism and Events Queensland unveils bold new brand

Queensland is turning up the colour with the launch of a vibrant new brand platform: That Holiday Feeling.

Created by Tourism and Events Queensland in partnership with Publicis Worldwide Australia, the platform is a vibrant reimagining of Queensland’s tourism brand, crafted to reflect the state’s irrepressible spirit, natural beauty and emotional pull.

Launched Sunday 27 April at ATE25 (Australian Tourism Exchange) in Brisbane and brought to life via an integrated paid media strategy from dentsu Queensland, the platform debuts with a cinematic TVC that pairs sweeping footage of Queensland’s most iconic destinations with a fresh take on the 80s pop anthem Holiday, re-recorded by Brisbane-born singer-songwriter Kita Alexander.

The campaign invites travellers to reconnect with their ‘holiday self’, described by TEQ as “that lighter, brighter version of yourself that comes alive in Queensland”.

TEQ Group Executive Marketing Kim McConnie said the brand platform was a love letter to the moments that make a Queensland holiday sing.

“This isn’t just a new campaign, it’s a whole new creative direction for Queensland,” McConnie said.

“That Holiday Feeling taps into this truth in a way that’s emotionally powerful, creatively ownable and built to flex across everything we do.”

Featuring various locations across the state – from the Daintree to the Whitsundays, Outback Queensland and Brisbane to the Gold Coast, and the Sunshine Coast to K’gari – the brand platform includes a bespoke design system, visual toolkit and refreshed tone of voice built to unify communications across Queensland’s 13 distinct tourism regions while leaving room for local expression.

“This is the first step in a multi-year strategy to position Queensland as more than just a holiday destination – it’s a feeling people want to come back to,” McConnie said.

“That Holiday Feeling is an idea big enough to flex across our industry and intimate enough to connect with travellers on a deeply personal level.”

Launched on Sunday 27 April at Australia’s largest tourism trade event, ATE25, and to a national audience via Channel 7’s Sunrise, the campaign is now set to roll out across the country.

Credits:

Tourism and Events Queensland (Brand)
Kim McConnie – Group Executive Marketing
Michelle Blancato – Creative and Content Director
Maddison Tanner – Marketing Program Leader
Lucy Dyball – Creative and Content Specialist
Josh Green – Design Lead
Lauren Gaynor – Corporate Communications Leader
Jacinta Bonus – Consumer PR Leader
Jim Alouat – Consumer PR Specialist

Publicis Worldwide Australia (Creative Agency)
Simone Waugh – Managing DirectorRyan Petie – Executive Creative Director
Simon Murphy – Chief Strategy Officer
Michelle Sakzewski – Head of Client Service
Vicki Lee – Executive Production Director
David Schaak – Creative Director (Art)
Natalie Mitchell – Senior Producer
Celeste Toffanello – Client Partner
Hannah King – Account Director

Taxi Films Productions (Production Company)
Justin McMillan – Director
Andrew Wareham – Executive Producer
Simone Mackie – Senior Producer
Tim Tregoning – DOP

Cutting Edge Post (Post Production)
Dani Wheelhouse – Senior Producer
Tom Antolini – Editor
Kali Bateman – Grade
Glenn Cone / Steve Leacey – Online
Mike Lange – Sound Production

Dentsu Queensland (Media Agency)
Pete Clark – Integrated Client Lead
Cameron Law – Head of Strategy
Emilia Ball – Integrated Partnerships Lead
Josh Fick – Client Director
Harleen Sodhi – Digital Director
Maddie Grieve – Senior Client Manager

Aruga (PR Agency)
Nat Ogbourne – Group Account Director
Rylee Bowser – Account Manager
Chelsea O’Brien – Senior Account Executive
Adam Brunes – Co-Founder

Music
Song: “Holiday” written by Curtis Hudson & Lisa Stevens
Published by Warner Chappell Music Australia
Re-record by Kita Alexander courtesy of Warner Music Australia
Music Supervision and Song Licensing – Music Mill

Jack Harlem (Stills Production)
Josh Kelly – Photographer