Reminding people that the best thing about being on holiday is doing nothing.

CLIENTVisit Toowoomba

PROJECTEscape ‘The Visit Toowoomba Song’

SUMMARY Many people think there is nothing to do in Toowoomba, often labelling it an oversized retirement village with pretty flowers that bloom once a year. Consequently, younger generations aren’t inclined to visit Toowoomba during their holidays.

But isn’t doing nothing (secretly) the best part of being on holiday?

To increase visitation to Australia’s second-largest inland city, the core message of one of the greatest yacht rock anthems of all time was leveraged to encourage young Queenslanders to indulge in this guilty pleasure and take the drive up to Toowoomba: the best place in Queensland to do nothing. "Escape (The Visit Toowoomba Song)," performed by the Toowoomba Choral Society Choir, is a new version of a classic song that highlights the blissfully boring aspects of spending time in Queensland’s Garden City. The catchy tune sets a relaxed, laid-back, tongue-in-cheek tone for the integrated campaign and is supported by bright, fun, and friendly design.