Page 48 - Adnews Magazine Sep-Oct 2020

Creative Review
TOURISM AND EVENTS QUEENSLAND: GOOD TO GO
Creative Agency: Rumble
NH: The “Good to go” line is
a nice and friendly invitation, but this spot lacks a real idea for me. It shows off the state’s beautiful landscapes, but does it feel fresh enough to really shift the dial?
JR: A warm and lighthearted spot, the FaceTime interaction is a gentle nod to life as we now know it. The shopping
list of destinations felt more bucket-list than an invitation to “taste freedom”, but it certainly screamed Queensland.
KA: This feels more like
a boastful positioning for Queenslanders in Queensland. For those in other states, this might tonally miss the mark.
DESTINATION NSW: NOW’S THE TIME TO LOVE NSW
Creative Agency: In-house
NH: This spot has a nice insight which is portrayed in a really humble way. Living in NSW, it really made me feel there is a lot more to explore in my own state. The craft doesn’t quite get there, but it’s a great spot that feels flexible in messaging.
JR: The VO taps into what we’ve all been thinking and feeling recently in a relatively believable way.
The locations are beautiful and it showcases a range of experiences, but the footage and tagline both feel a little dated.
KA: It’s a very logical, short-term tactic. It might grab some short-term travellers (because, hey, where
else are you going to go?). That experience could convert them into more long-term domestic travellers.