Winter sucks. The Melbourne winter, even when described by people who have experienced colder climates, is uniquely biting.
We see an opportunity for the Queensland Tourism board (Tourism and Events Queensland) to convert this sentiment in the southern states into an appetite to travel to a warmer climate.
We’re choosing to target young professionals. They likely commute and therefore feel the cold acutely, as well as possess the disposable income to afford a trip to Queensland. Since COVID, they’ve been visiting Queensland less, as older Australians make up more and more of the domestic traveller pie. Young professionals have quietly made peace with winter – buying the coat, booking the restaurant with the fireplace, rescheduling the Sunday run. They've stopped fighting it. This campaign gives them a reason to reconsider that acceptance and question their approach to winter.
It’s extended by a series of super-targeted Google and Meta ads shown to people living in southern Australian cities who show an interest in cold-weather clothes (jackets, thermals, gloves etc.). As such, the media placement prosecutes the tag – literally encouraging viewers to rethink the way they approach winter. In order to showcase the discrepancy between the icy Southern States and the tropical Queensland forecast, we’ve also placed live, updating timers on electronic billboards, excruciatingly counting down to the next 20º day.
