Toowoomba has a reputation for being boring. Young Australians perceive it as a place full of older people with nothing to do, which discourages them from visiting Toowoomba and the surrounding region.
Many young people actually enjoy being “boring.” They’re at a stage in life where they need time to decompress from the pressures of work, finances, family, and social commitments. Though they may not admit it, their favourite part of a holiday is often doing nothing.
To help remind Australians that the best part about holidays is doing nothing, Toowoomba was positioned as the ideal destination for doing nothing. The new tagline—"Nothing’s better"—serves as a clever double entendre that all at once is a comment on how great Toowoomba is and also a suggestion that sometimes "nothing" is better than anything else. The bright colourful identity for the campaign leans into the cheeky, honesty of its strategy and references the Garden City’s well-known flair for florals.
Brand Identity
Campaign
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Spotify