Tourism Campaign Asks Where Else But Queensland

Interstate rivalry is heating up in Australia as the Queensland State government launches a cheeky campaign aimed at tempting residents of southern states Victoria and New South Wales to holiday in Queensland.

Porter waits for tourists in New York

The 2 minute spot opens on an empty street outside the Roosevelt Hotel in New York. Two porters wait on the sidewalk for customers before giving up and roaming through other abandoned tourist sites in London, Sydney and Melbourne. A jazz quartet accompanies a Louis Armstrong-sounding vocalist. “Empty streets. A lonely city. The whole town has up gone away. Everything seems so out of place. Where have the people them gone away? Empty streets I see no faces – an empty book with empty pages. Where have the people gone away?”

Billboard - Where Else But Queensland

The ad moves through an advertising billboard to plunge into the sunny environment of Queensland, showing surfers at Surfers Paradise, divers on the Great Barrier Reef, riders on a country rodeo, and Aborigine dancers on a northern beach. As the shots move into experiences of Queensland the music changes from melancholy and into inspiration… “Up to the coast. Down to that sea. Follow the sun into the sky. Let’s get away. Let’s fly away. Boy I’m flyin’ now. Up to the North. Out to the reef. Into the wild. Over the green. Into the blue. Let’s fly away!

Click on the image below to play the Where Else video.

Tourism Minister Margaret Keech said Australian television screens came to life last night with the first stage of the Queensland offensive to boost domestic tourism.

“Our sensational new campaign takes a cheeky swipe at New South Wales and Victoria, by posing the question: where has everyone gone? The obvious answer is Where Else But Queensland!,” Mrs Keech said.

“Domestic tourism around Australia has been flat for the past two years but we believe this campaign will kick-start what will be a great year for tourism in Queensland. While the ads are pitched at our southern counterparts, they will also screen in Queensland and are aimed at convincing Queenslanders to take a holiday at home.”

Mrs Keech said the $6.5 million campaign was an outcome of the $48 million Queensland Tourism Strategy.

“We know Queensland truly is Australia’s holiday capital, and we don’t mind reminding Australians of what they are missing. From the rainforests and reef to the Outback, down to the cities and beaches of South-East Queensland, Queensland is made for holidays.”

An underwater explorer in Queensland

The Where Else But Queensland television campaign is being supported by extensive domestic digital and outdoor marketing, including a giant billboard near Sydney Airport.

The new television commercial can be viewed by visiting the new “Where Else But Queensland” website at The new 110-seconds ad can be downloaded in Windows Media (16 mb) and Quicktime (10 mb) formats from the site’s souvenir shop.


The “Where Else But Queensland” campaign was developed at Tourism Queensland by executive director of marketing Steve McRoberts, brand and marketing services director Jill Holloway, with Clemenger Harvie Edge Advertising creative director Sandy Peacock, senior art director Natalie Ambrosini and senior writer Andrew Bird.

Filming was directed by Queensland-based Mark Toia (also director of photography) via Zoom Film & Television with producer Keri Grant. Over 43 hours was spent filming Queensland from a helicopter, covering over 5,000 kilometres. The New York, London, Sydney and Melbourne elements of the commercial were filmed on location over eight days. The empty street scenes were shot very early in the morning. The few people captured on film were painted out in post production.

Music used in the commercial was composed, produced, arranged, recorded and mixed specifically for the ‘Where Else but Queensland’ commercial by Dare Music.

Actors featured were sourced from Queensland-based companies Tamblyns, Viviens, Dallys and Ego Management.

All post-production work including editing, sound and visual effects was completed at award-winning, Brisbane-based company Cutting Edge.