Tourism campaigns have grown into much more than simple destination advertising, to public expressions of identity.

Unlike product advertising, tourism campaigns aren’t just about selling a place; they create a narrative about the people, culture and lifestyle of the place, while also endeavouring to conjure a feeling in you.

In the past, Australia has courted controversy with our tourism campaigns, with the infamous 2006 ‘Where the bloody hell are you?’ slogan faced bans in the UK, Canada, and Singapore due to offensive language. But a tongue-in-cheek rougishness has always been a part of the Australian identity. We are larrikins, where “taking the piss” is a national sport – but our humour is always meant to denote a warmth and inclusiveness.

Apparently, it doesn’t always translate!

The latest Australian tourism campaign, ‘Come and say G’day’ is a far cry from the controversy of our 2006 bingle, with a family-friendly animated Roo and some famous faces in a playful spot that argues that there is something about Australia that stays with you.

AUSTRALIA: COME AND SAY G’DAY

Archetype: The Welcoming Host

While the campaign features a few notable locations in the background, they aren’t the focus. This campaign is about personality rather than looks – where Australia becomes less of a destination and more of a host. A friendly, relaxed, playful place where you will create memories that become the stories that form your own narrative.

In the world of tourism campaigns, each state has its own unique identity and selling points that build on the idea of making lifetime memories.

Here, we investigate what each tells us about them:

SOUTH AUSTRALIA: SIMPLE PLEASURES

Archetype: The Quiet Connoisseur

Life is richer when it’s simpler.

South Australia’s current campaign is centred on life’s simple pleasures, like the long lunch, well-crafted wine, and warm summer night festivals in the parklands. It positions SA as the land of simple pleasures, of quality and craftsmanship, of savouring good food and wine and authentic people and experiences. Instead of trying to compete with the rambunctious alleyways of Melbourne, and the bright lights of Sydney’s harbour, SA leans into the narrative of a simple place that does the important things right.

It’s quiet confidence and premium without pretension.

As the website says, “Come join us, and revel in the simple things that make life meaningful.”

VICTORIA: EVERY BIT DIFFERENT

Archetype: The Cultural Explorer

There’s always something unexpected

Victoria’s campaign ‘Every Bit Different’ positions that state as a contradiction – packed laneways and alpine snow on mountains, surfing beaches and vine-laced wineries, live music around every corner and some of the largest sports arenas in the country, all within the same compact state. The idea is that there isn’t just one Victoria to explore, but many – with a surprise around every corner. It gives the picture of a place that is creative, layered and electric. A state that’s alive, whose identity comes from variety rather than icons.

NEW SOUTH WALES: FEEL NEW

Archetype: The Transformer

You’ll feel renewed

NSW’s campaign focuses on how the destination will transform you, rather than what you will see. Rather than pushing you to visit NSW, it tells you that you will leave different from how you arrived. It promises travel as a way to reconnect with yourself and others, to be inspired and recharge.

It focuses on the emotional impact of travel, rather than a checklist of things you need to see or experience.

NORTHERN TERRITORY: NONE OF A KIND

Archetype: The Untamed Original

Experience something found nowhere else

Unsurprisingly, the NT comes through with one of the boldest state positionings – rather than compete, they opt out altogether. Their low-fi style posits that their charm is in an unforgettable landscape, an ancient spiritual connection to land, and raw experiences that will take your breath away. It’s unfiltered, unnameable, and wild.

It isn’t like any other holiday; it’s a once-in-a-lifetime experience.

TASMANIA: COME DOWN FOR AIR/ OFF SEASON

Archetype: The Restorative Escape

Slow down and come alive

Tasmania’s campaign ‘Come down for Air’ and the ‘Off-Season’ promote the state as a place that especially comes alive during winter. It’s offered as a place to ‘escape’ to during winter, where winter activities like cold water dips, and outdoor festivals are seen as restorative and electric. It cleverly argues, instead of escaping winter, why not embrace it?

WESTERN AUSTRALIA: WALKING ON A DREAM

Archetype: The Dreaming Explorer

Step into the extraordinary

WA leans heavily into their scale for their dreamy advert. It feels expansive, cinematic, almost biblical. It positions WA as a place beyond dreaming, boundaryless and extraordinary.

Here, Western Australia becomes Australia’s final frontier – a place to be discovered.

QUEENSLAND: GET THAT HOLIDAY FEELING

Archetype: The Joyful Holidaymaker

Rediscover the joy of a holiday

Queensland’s campaign is the simplest of all the states, taking out any of the guesswork or symbolism for travellers. It doesn’t promise transformation, or luxury or surprises. Just the quiet joys of a good holiday – sun, sand, and family.

Using Madonna’s famous track as the driving point, Queensland tourism presents the state as a carefree, joyful and social place. Pointing out key landmarks and experiences while playing into the point of a holiday – sharing it with people you love.

Which campaign speaks to you the most?

Square Holes is a cultural insight studio.

We design mixed-method explorations of people and culture beyond the category, uncovering the patterns, tensions and shifts shaping behaviour to inform strategy, inspire innovation and enable confident decisions. Our studio model brings together the right mix of thinkers, researchers and specialists for each exploration.

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