Queensland Music Trails

A world-first music tourism platform.

2021 - 2021

Queensland Music Trails

#Project Overview

Recognising the growing appetite for domestic travel and cultural tourism experiences, Queensland Music Trails is a world-first concept that aims to attract audiences to regional, remote and metropolitan Queensland, encourage greater connectivity throughout the State, and support a thriving music events ecology.

This Winter, we totally reimagined the Australian road trip with the very first Outback Trail. We got Aussies out of the Big Smoke, on a road trip down Warrego Way into the heart of the Australian outback and towards the red desert, jam packed with weird and wonderful events along the way.

From living out an operatic fantasy on a famed country homestead, to enjoying world-class music under the milky way, and witnessing mind-bending puppetry at twilight, the 2021 Outback Trail married the best of Queenslandโ€™s southern outback across small towns, big cities and natural wonders with unbeatable music experiences.

Initial insights into the concept have shown the immense potential for the Trails concept to facilitate greater social inclusion, a sense of belonging and pride, and increased knowledge of local indigenous cultures, altogether contributing to the revitalisation of regional Queensland communities.

But 2021 was just the beginning. With plans for future trails in our sights, we hope to hit the road again before you know it. How good!


#Brand

#Launch TVC

#Campaign

#Website

#App

#Video


#From the Trail: Gallery

๐Ÿ“ธ Mitch Lowe

๐Ÿ“ธ Katrina Lehmann

๐Ÿ“ธ Meg Forbes

๐Ÿ“ธ Mitch Lowe

๐Ÿ“ธ Katrina Lehmann

๐Ÿ“ธ Meg Forbes

๐Ÿ“ธ Mitch Lowe

๐Ÿ“ธ Katrina Lehmann

๐Ÿ“ธ Meg Forbes

๐Ÿ“ธ Mitch Lowe

๐Ÿ“ธ Katrina Lehmann

๐Ÿ“ธ Meg Forbes

๐Ÿ“ธ Mitch Lowe

๐Ÿ“ธ Katrina Lehmann