Tourism Queensland - The best job in the world

Despite the fact the Great Barrier Reef was a world-heritage listed Natural Wonder of the World, the 'islands' of the region were relatively unknown.

Tourism Queensland – The best job in the world

SapientNitro, Australia

SUMMARY

Our goal – create international awareness of Queensland's 'Islands of the Great Barrier Reef.'

We needed a strategy to capture the hearts and minds of consumers and drive innovation in the category.

The consumer insight is; “You don't truly experience something unless you immerse yourself in it.”

The strategic leap that set this campaign apart was our desire to have people imagine what it would be like to live on the Islands of the Great Barrier Reef, not just visit them.

Competitively, this elevates the brand as most...

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Insights Team
Bray Leino

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