Queensland's new $2.4 million tourism campaign

Paige Murphy
By Paige Murphy | 30 July 2021

A $2.4 million tourism campaign is being rolled out to encourage more Queenslanders to support the industry and its workers as part of the continued rollout of Queensland’s plan for economic recovery from COVID-19.

Tourism and Events Queensland (TEQ) has partnered with master creative agency Rumble to create the campaign, which is spearheaded by a 60-second launch commercial directed by Hailey Bartholomew fromTaxi Films.

The Days Like This campaign features Van Morrison’s classic hit which has be re-recorded and given a distinctly Queensland feel by local musicians Tia Gostelow and Busby Marou.

Rumble creative founder Nancy Hartley says the campaign platform, ‘a beautiful way to be’ speaks to the transformational quality of a holiday in Queensland, and the enriching diversity of its experiences.

“With the ongoing pandemic, traveller sentiment is ever-changing, but we all aspire to simple joys shared with people we love," Hartley says.

"Days Like This in Queensland are the ones that connect to something deep within to create memories you’ll have with you forever.”

The campaign will roll out across TV, cinema, OOH, print, BVOD and social channels, and launches initially in Queensland before it is extended elsewhere in Australia and New Zealand later this year.


Client: Tourism and Events Queensland
Chief Executive Officer: Leanne Coddington
Group Executive Marketing: Michael Branagh
Creative and Content Director: Michelle Blancato
Creative and Content Specialist: Jarrod Meakins
Marketing Program Director: Kate Duffy
Global Brand Leader: Alison Hobbs-Anderson

Creative Agency: Rumble Strategic Creative
Founders/Creative Partners: James Burchill & Nancy Hartley
Director, International Markets: Damian Coren
Account Director: Nikita Baynes
Account Executive: James Goodrich
Agency Producer: Julie Duff
(Romeo Digital) Creative Director: Marco Eychenne
Designers: Stephanie Gow, Aimee Macdonald

Media agency: AKQA
Communications Director: Alyce Mollenhauer

Production company: Taxi Films
Director: Hailey Bartholomew
Executive Producer: Andrew Wareham
Producer: Imogen Dick
Director of Photography: Campbell Brown

Post Production: Cutting Edge
Producer: Camille Cannings
Offline Editor: Annika Salisbury
Online Editor: Steve Leacey
Colourist: Angela Cerasi
Audio: Mike Lange

Music licensing: Music Mill
Track: Days Like This, Van Morrison
Artists: Busby Marou with Tia Gostelow


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