Tourism and Events Queensland (TEQ) has launched a new nationwide campaign, ‘That Holiday Feeling’, tapping into nostalgia and inviting Australians to discover the magical moments that a holiday in the Sunshine State can deliver.
The new ‘That Holiday Feeling’ brand platform reimagines Madonna’s ‘80s hit “Holiday” with homegrown singer Kita Alexander and vivid imagery highlighting the state’s appeal.
It features multiple locations, including the Whitsundays, Daintree, Gold Coast, Brisbane, Sunshine Coast, K’gari, Outback Queensland and the Great Barrier Reef, and is designed to unify storytelling across Queensland’s 13 distinct tourism regions.
The campaign showcases how the Sunshine State reconnects travellers to their holiday selves, no matter what kind of experience they’re chasing, and includes a suite of trade assets.
Queensland Premier David Crisafulli said the vibrant new tourism identity would lay the foundation for the state’s long-term success and 20-year tourism vision.
“‘That Holiday Feeling’ captures everything locals and visitors love about this state – the natural beauty, the energy of our cities, the warmth of our people and the unforgettable memories made here,” he said.
“‘That Holiday Feeling‘ is a powerful invitation to explore Queensland, now and into the future.”
New TEQ CEO Craig Davidson said the campaign shines a spotlight on the incredible events, energising people, bold personality and breathtaking places that make Australia’s holiday capital.
“This brand is a big, bold celebration of them and of the millions of bright, fun-filled moments, reaffirming Queensland as the true home of holidays,” he said.
Brisbane-born singer-songwriter Kita Alexander said she wants people to hear the campaign song and feel a rush of excitement – “like they need to book a Queensland getaway immediately”.
“I am such a proud Brisbane-born, Gold Coast-raised girl who never in her wildest imagination thought she’d be the face of her home state’s major tourism brand,” she said.
“It’s like a musical permission slip to put real life on pause and create beautiful memories that will last a lifetime.”
Coinciding with the launch and currently underway, ATE 2025 has returned to Brisbane for the first time in 17 years.
For more info, head to queensland.com
