Helping Toowoomba remind Australians that the best part about holidays is doing nothing.

CLIENT Visit Toowoomba Region

PROBLEM 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.

INSIGHTMany 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.

SOLUTION Help remind Australians that the best part about holidays is doing nothing, by positioning Toowoomba 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 identity for the campaign leans into the honesty of its strategy by heroing the the cheeky, offhand language used throughout. The friendly softness of the primary serif typeface, paired with the scalloped edges of the graphic element (referencing the Garden City’s well-known flair for florals) work together to create a style of communication that is approachable, contemporary and unmistakeably Toowoomba. The bright colours are a fun, bold contrast to the imagery that captures the region’s bucolic beauty.