Queensland Tourism have done their advertising to promote EVERYONE to have a holiday in Queensland. But, as usual, the WOKE have completely missed the mark.

It does tell us it is possible to have a HOLIDAY (sort of), but how, when, why, where, who with, where to go, what to experience, and any other important details a person experiencing a holiday would like to have are not mentioned. There is a 40 year old song (the one you needed to look up because you weren't born yet, or you needed to be enlightened by a musical historian) that tells you what you could have had 40 years ago ... a self indulgent need for a holiday after you've made millions by being a pop icon.

Why give tourists the opportunity to have an electric bike by themselves, suffer the fun and excitement of a stand up paddle board, find a friend and climb up a mountain in the dark to admire another mountain not as dark, and numerous other day to day experiences that some other weirdo will have while NOT HAVING A HOLIDAY? Our money has not been this badly spent on bad marketing since ScoMo ... and that was years ago ... like the aged music on the ad. It's 2025 people ... move on ... we're not waiting for Noah on the ark.

The campaign is supposed to provide a mental stimulus to make your mind see, and mentally experience, a vast range of activities BEFORE you fork out your hard earned tourist dollars to achieve your dreams and retain memories. It seems the only memories will be those awarded to the campaign marketing people by other marketing people. Now that's self indulgent.

The campaign should evoke a strong sense of place and feeling. Phrases like "salt in my hair," "city lights," "ancient whispers," "coconut skies," and "saltwater moon" create vivid pictures in the tourists mind. It should also clearly establish Queensland as a destination of adventure and romance. This imagery should specifically point to aspects of Queensland's natural beauty (rainforests, beaches, islands, reef), and effectively convey feelings of excitement, freedom, and romantic connection.

The line "love letter written on my soul" is particularly powerful ... try using it, instead of worrying about if your boyfriend/girlfriend/other will be offended.