The brief: Kiwis think of Queensland as quite a tired destination, with nothing much to offer besides beaches.

 

The idea: The Wow-o-meter. A new travel rating system based off the heart rates of an average Kiwi family testing Queensland's epic experiences while on holiday. Showing that from the little 'wows' to the big ones, Queensland has it all.

 

The families' heart ratings were then used to create a base for our Wow-o-meter website, where all of Tourism Queensland's events and experiences were reframed with a 'wow rating'. 

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Creative team: Myself (Art Director / Creative), Mitchell Crowe (Copywriter / Creative), Tony Clewett (ECD)