Kita Alexander takes on Madonna classic for new Queensland tourism campaign

International music superstar Madonna is helping sell Queensland to the world in a brand new tourism campaign that also features a rising local star.

Queensland has turned to an international pop legend – and a rising local star – to spearhead a new tourism pitch to lure travellers to the Sunshine State.

Famous for iconic campaigns over many decades, Tourism and Events Queensland has gone all out and all in on a new multimillion-dollar push inviting Aussies to embrace “That Holiday Feeling”.

The video campaign, to be unveiled on Sunday, features former Brisbane singer Kita Alexander delivering a new take on the classic 1980s Madonna hit ‘Holiday” as viewers are taken on a journey from Gold Coast beaches to the Great Barrier Reef, lush rainforests and dusty outback plains.

Kita Alexander is the voice of the new Queensland tourism campaign. Picture: Glenn Hunt

TEQ describes the campaign as “a bold new brand platform” which serves as “a love letter to the moments that make a Queensland holiday sing”.

It is the latest in a long line of eye-catching and big budget tourism campaigns stretching from the classic “beautiful one day, perfect the next” pitch of the 1980s to the “best job in the world” promotion of 2009 and last year’s most expensive campaign ever, featuring an invitation from Robert Irwin for travellers to visit Bluey’s World “for real life”.

That campaign was worth a reported $9.2 million, but the exact cost of “That Holiday Feeling” won’t be known for some time due to the complex nature of fulfilling song licensing and royalty arrangements.

TEQ’s 2021 “Days Like This” campaign, which featured a Busby Marou remake of Van Morrison’s classic hit of the same name, had a reported budget of $2.4m including a provision of about $400,000 in song royalties.

The new campaign will kick off in what is becoming an increasingly competitive tourism landscape.

Queensland’s tourism industry weathered the Covid storm better than any other state, but over the past year there has been a gradual course correction as other states claw back market share.

It is hoped the new campaign will keep the Sunshine State ahead of the curve.

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US pop legend Madonna, whose hit Holiday inspired the new Queensland tourism campaign. Picture: AFP PHOTO/STR

Queensland Premier David Crisafulli said the campaign was “a clear, confident statement about where our State is headed”.

“This is the start of something bigger for Queensland,” he said.

“That Holiday Feeling captures everything locals and visitors love about this State – the natural beauty, the energy of our cities, the warmth of our people and the unforgettable memories made here.”

Queensland Tourism Minister Andrew Powell said the new drive celebrated everything that made a Sunshine State holiday special.

“Queensland is where Australians come to let go, live a little and feel truly good again, and now we’re sharing that feeling with the world,” he said.

“The stories, the scenery, the warmth – it’s all here. You can feel That Holiday Feeling the moment you arrive.”

Queensland Tourism Minister Andrew Powell. Picture: Adam Head

Alexander, who grew up in Queensland and now lives just over the border in northern NSW with her surfer husband Owen Wright and their young family, recently supported international megastar Dua Lipa on her Australian tour and earned an ARIA nomination last year for her collaboration with leading Aussie DJ FISHER “Atmosphere”.

She said the new ad “captured the essence of Queensland” and made her “smile every time I watch it”.

“For me, the song lyrically embodies this feeling, because every line is encouraging its listeners to take that holiday that is unique and special to them,” she said.

“It’s is like a musical permission slip to put real life on pause and create beautiful memories that will last a lifetime.”

Kita Alexander on the Gold Coast. Picture: Glenn Hunt

TEQ CEO Craig Davidson said the new push was a nod to everyone in the Queensland tourism industry.

“This brand is a big, bold celebration of them, and of the millions of bright, fun-filled moments that make a Queensland holiday unlike anything else on Earth, reaffirming Queensland as the true home of holidays,” he said.

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Originally published as Kita Alexander takes on Madonna classic for new Queensland tourism campaign