A bold, new tourism platform – ‘That Holiday Feeling’ – propels us to book a family getaway on a beach in Surfers Paradise. Photos: Supplied.
It was Madonna who, lyrically with her 1980s hit song Holiday, evoked in us a sense of elation, optimism and the need to instantaneously start planning our next adventure. Through vibrant, infectious, cheerful, energetic musical beats, we are ready for some fun and sunshine, compelled to escape the rigours of daily life!
The lyrics convey the universal feeling of not only needing, but instantly wanting, to be on holiday, already imagining the relaxation of a well-deserved break.
‘’That Holiday Feeling’’ is precisely the sentiment that’s earmarked by a bold, new brand platform by Tourism and Events Queensland (TEQ). This tourism campaign is designed to boost brand familiarity and make Queensland top of mind when it comes to holiday dreaming.
TEQ CEO Craig Davidson said the campaign highlighted the incredible events, energising people, bold personality and breathtaking places that made Queensland Australia’s holiday capital.
“From beachside bliss to rugged outback adventures, buzzing cities to soul-soothing bush escapes, Queensland is made up of 13 incredibly diverse regions, each with its own brand of magic,” Mr Davidson said.
“What unites them is the contagious energy of our people – our passionate operators, proud local characters and family-run businesses who bring the energy, the stories and the spark to every experience.
“This brand is a big, bold celebration of them and of the millions of bright, fun-filled moments that make a Queensland holiday unlike anything else on Earth, reaffirming Queensland as the true home of holidays.”
Snorkelling beneath a turtle off Lady Elliot Island.
The phrase “That Holiday Feeling” reconceptualises on the original song. Featuring a re-recorded version by Brisbane-born singer-songwriter Kita Alexander, it breathes new life into having a holiday for a whole new generation.
“I want people to hear this song and feel a rush of excitement – like they need to book a Queensland getaway immediately,” Alexander said.
“That holiday feeling to me is relaxing by the beach, experiencing fun new things and hanging out with loved ones. My happy places are the Great Barrier Reef, Hamilton Island and Noosa. I love being by the water with the sun shining and salt in my hair, and our beaches and ocean are honestly some of the best in the world.
“It’s like a musical permission slip to put real life on pause and create beautiful memories that will last a lifetime.”
Every song line is encouraging listeners to take that holiday that is unique and special to them.
The TEQ campaign showcases how Queensland reconnects travellers to their holiday selves, no matter what kind of experience they’re chasing. Featured locations include the Whitsundays, Daintree, Gold Coast, Brisbane, Sunshine Coast, K’gari, outback Queensland and the Great Barrier Reef. It’s designed to unify storytelling across Queensland’s tourism regions.
‘‘That Holiday Feeling’’ is described as a love letter to the moments that make a Queensland holiday sing. The moment you arrive, you’re off the clock and the vacation mode is activated, no matter where you go: from salty swims and nights under city lights to heart-pumping adventures and walks among ancient rainforests.
A couple watches baby turtles (hatchlings) make their way from the beach to the water at Lady Musgrave Island.
Queensland Premier David Crisafulli said the vibrant new tourism identity would lay the foundation for Queensland’s long-term success.
“This is the start of something bigger for Queensland – a clear, confident statement about where our state is headed,” Mr Crisafulli said.
“’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.”
Queensland Minister for the Environment and Tourism Andrew Powell said the campaign “captures the very best of who we are and what we have to offer”.
“Queensland is where Australians come to let go, live a little and feel truly good again, and now we’re sharing that feeling with the world,” he said.
The campaign, running until 30 June, aims to capture the essence of taking a break, and highlights various destinations in Queensland. It also provides opportunities by spotlighting iconic adventures and sharing story-rich experiences that inspire both first-time visits and return travel.
A forceful invitation to explore, now and into the future, it gives Australians convincing new reasons to visit the state.
