Queensland Is Calling

A sparkling campaign aimed at travellers who thought Queensland offered only one type of holiday, enticing them to look ‘beyond the blue’ and discover the state’s incredible, lesser-known destinations. After a two-week teaser phase that revealed Queensland would be calling people directly to experience one of five curated adventures, the wider campaign kicked into gear, delighting audiences in ways as unexpected as the places on show – from randomly ringing phones with holidays on the other end to OOH, online, and PR activities that cleverly spotlit ‘surprisingly Queensland’ destinations.