The Challenge
Tourism and Events Queensland and Dentsu wanted to encourage more Aussies to hit the road, book a Pacific Coast Way driving holiday and check out the sites along the way with the support of their amazing regional tourism partners:
The Solution
LiSTNR was up for the challenge, tapping into the huge listenership of Carrie and Tommy's national show and demonstrated through the power of audio and social media just how beautiful Queensland and its people really are.
The campaign was centred around the show's first ever roaming broadcast adventure, live from their very own motor-home. In partnership with eight regional tourism operators and Sealink, they commenced their journey and over the course of three weeks learned about some iconic Queensland locations.
"Leveraging the much-loved Carrie & Tommy Drive show to share the energy, excitement and adventure of a Queensland road trip along Australia’s Holiday Highway offers a dynamic way to connect with a national audience. This partnership allows us to lean into storytelling that celebrates the experience itself – building authentic connection and consideration, while also driving meaningful publicity outcomes for regional Queensland." Group Executive Marketing, TEQ, Kim McConnie
The Results
This adventure was a hit on air - but also escaped the airwaves, exploding online, making it into the press, and generating interest across the country, especially with Carrie and Tommy talking about it on their socials.
With over 60 minutes of roadshow content, engagement from all collaborators, the Wheelie Good Adventure with Carrie and Tommy was not just a ripping good road trip but a great collaboration piece that showed Australia just how good Queensland is. A great result for TEQ, its regional tourism operators, Sealink, Dentsu, and LiSTNR.
