Despite being Australia’s top tourism destination, Queensland faced growing perceptions that it offered only one kind of holiday. To counteract this, we created the Queensland is Calling campaign. A sparkling celebration of the state’s incredible, lesser-known destinations and experiences, which delighted audiences in ways as unexpected as the places on show.
The campaign featured randomly ringing public phones that (contrary to Hollywood’s cautionary tropes) rewarded those who said “hello” with a holiday, the state itself calling people from out of the blue to come and visit, and traditional activities that cleverly spot lit ‘different’ Queensland regions. The would-be nay-stayers looked ‘beyond the beaches and blue’ and discovered a side of Queensland few knew existed. Put simply, Queensland Called and Australia answered – with a bunch of people picking up too.
