Tourism Queensland has just launched their latest campaign and as always, there are mixed opinions on all fronts. Personally I like it. The “power statement” is “Where Australia shines”, and the imagery certainly covers most corners of Queensland. It is energetic, outdoors and wet. My only constructive criticism would be to ask the question – does it appeal to people who don’t want to jump off of boats, swing through rainforest canopies, scuba dive, white water raft and about a million other outdoor and active things to do in Queensland? Perhaps more of the cultural features of Queensland could be featured, but it is hard to put everything into a 60 second commercial and the reality is that people who come to Queensland come because of the natural beauty, the climate and endless list of things to see and do. So based on this, I think the campaign deserve two thumbs up. But there will be plenty of knockers, no doubt.

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