One of the most recognisable faces in Australian fashion has been chosen to represent Tourism North Queensland’s #FeelGrounded campaign.
At being chosen as the face of the campaign, Samantha Harris said she was thrilled to represent the revitalised brand campaign.
“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,” Harris said. “[N]ever before have I seen so much beauty in nature or chased so many waterfalls in one weekend.”
Harris is the first Indigenous Australian – and the first of the Dunghutti people – to be featured in an Australian tourism campaign since Yamatji actor Ernie Dingo featured in the See Australia campaign in 2001.
She is also the second Indigenous Australian woman to front the cover of Vogue Australia, and has advocated for increased diversity in the fashion industry since 2013.
As Tourism North Queensland has said, the #FeelGrounded campaign invites Australian holidaymakers to “leave the stress of busy city life behind and reconnect with nature in Tropical North Queensland.”
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,” Close 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.”
Tourism Tropical North Queensland partnered with Tourism and Events Queensland to deliver this campaign.
For more information on Tourism Tropical North Queensland and the #FeelGrounded campaign, click here.