Media Releases

Feel Grounded Domestic Campaign

A new domestic campaign has launched today to invite Australian holidaymakers to leave the stress of busy city life behind and reconnect with nature in Tropical North Queensland.

Top Australian model Samantha Harris is the face behind the Feel Grounded campaign with her prominent profile and Indigenous heritage elevating the region’s brand values in metropolitan markets.

Tourism Tropical North Queensland CEO Pip Close said the Feel Grounded campaign aims to highlight the region’s unique nature, tropical vibes and ancient cultures to entice high value travellers in Sydney and Melbourne to travel north this year.

“A number of marketing channels will amplify the campaign to entice urbanites to the region, from targeted digital advertising to a specialised media outreach program inviting Australia’s leading travel writers and influencers to feel grounded Tropical North Queensland,” she said.

“The new domestic campaign aims to get bums on airplane seats by showing Tropical North Queensland as an ideal short break holiday.

“From a scenic helicopter flight over the Great Barrier Reef before landing on a private sand cay to chasing breathtaking waterfalls on the Atherton Tablelands, our diverse region has a lot to offer to travellers seeking a connection with nature.”

Influential model Samantha Harris was thrilled to be part of the revitalised brand campaign and to be given the opportunity to explore parts of the region she never knew existed.

“It was incredible to be invited to Tropical North Queensland; it felt like a dreamy holiday rather than work,” she said.

“I felt completely connected with the Feel Grounded idea from the minute we started working on this campaign to the end of the photo shoot, never before have I seen so much beauty in nature or chased so many waterfalls in one weekend.”

Tourism Tropical North Queensland partnered with Tourism and Events Queensland to deliver this campaign.