“I know just the place.”
Problem: Queensland was losing its appeal as a holiday destination amongst local and international travellers and was primarily known for the Gold Coast, Surfers Paradise, theme parks and the Great Barrier Reef.
Solution: Showcase there is more to Queensland than people think
Execution: Local’s secret
Results: Drove re-appraisal of Queensland as a holiday destination and increased brand awareness by 15%. Flights to Queensland through partner Jetstar increased by 10%.
