Queensland is rolling out the welcome mat in a big way, blending radio entertainment with a tourism showcase that’s set to capture imaginations across the country. The Hit Network’s beloved Carrie & Tommy Drive Show has teamed up with Tourism and Events Queensland (TEQ), Dentsu Queensland, and the wider tourism industry to launch a vibrant new campaign titled “Wheely Good Adventure.”
This campaign isn’t just about radio. It’s about tapping into the thrill of road trips, the sensory experiences of Queensland’s most stunning coastal drives, and showing Australians why the Pacific Coast Way Drive, also known as Australia’s Holiday Highway, is a journey worth making. For many travelers, the road trip is more than just a means of transport—it’s an unfolding adventure where each turn reveals a new story.
A Journey Down Australia’s Holiday Highway
Stretching from the Sunshine Coast all the way to Cairns, the Pacific Coast Way covers more than 1,700 kilometers of coastal magic. It threads together lush rainforests, world-famous beaches, buzzing regional towns, and some of the Great Barrier Reef’s most iconic gateways. For travelers, this is a road where the trip itself is the destination—where you can stop at a hidden creek for a swim, pull over at a family-owned café, or linger in small coastal towns that carry the relaxed rhythm of Queensland life.
Through the campaign, Carrie Bickmore and Tommy Little are stepping out of the studio and into a motorhome, hitting the open road to share their discoveries firsthand. Their national broadcasts this week will feature four iconic stops along the Queensland coast:
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K’gari (Kingfisher Bay, Fraser Coast): Formerly known as Fraser Island, this UNESCO World Heritage site offers towering rainforests, crystal-clear lakes like Lake McKenzie, and long sandy highways where 4WD vehicles take the place of freeways. For tourists, K’gari is both wild and welcoming—a place where you can camp under the stars or retreat to eco-friendly resorts like Kingfisher Bay.
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Sixty6 Acres (Sunshine Coast): Nestled inland from the beaches, this boutique retreat celebrates Queensland’s agricultural heart. Visitors can wander among orchards, taste farm-fresh produce, and reconnect with nature in a slower, more intentional way. For urban travelers, it’s a refreshing contrast to coastal bustle.
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Sandstone Point (Moreton Bay): Famous for its sweeping views across the Pumicestone Passage and lively events, Sandstone Point mixes natural beauty with modern leisure. Tourists can stroll the foreshore, dine on freshly caught seafood, or even plan a stay that coincides with one of the area’s large outdoor concerts.
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Tallebudgera Creek (Gold Coast): A family favorite, this sheltered creek is the sort of place where kayaks, paddleboards, and picnic rugs dominate the scene. With turquoise water framed by Burleigh Headland National Park, Tallebudgera embodies the Gold Coast’s softer, more natural side.
By broadcasting from these destinations, Carrie and Tommy aren’t just talking about travel—they’re modeling it, creating a sense of adventure that listeners can imagine themselves replicating.
Beyond the Broadcasts: A Wider Queensland Story
The campaign goes further than these four stops. Listeners will also hear stories that spotlight the Whitsundays, Townsville, Gladstone, Mackay, and Sealink Queensland’s coastal gateways. For international tourists, these names are already synonymous with reef adventures and laid-back Queensland hospitality. For domestic travelers, the campaign is a reminder that extraordinary holidays don’t always require a passport.
A tourist embarking on the Pacific Coast Way might start with the cosmopolitan vibe of Brisbane, wind up through the tranquil beaches of Noosa, take detours to hinterland rainforests, and eventually reach the tropical lifestyle of Cairns. Along the way, every stop—from roadside bakeries to vibrant Indigenous cultural tours—adds a chapter to the journey. The campaign, through Carrie & Tommy’s storytelling, hopes to spark that itch in Australians: to pack the car, set the GPS northward, and see what unfolds.
Industry Voices on the Adventure
Queensland’s tourism leaders view the partnership as a creative way to connect with travelers emotionally and practically.
Kim McConnie, TEQ Group Executive Marketing, explained that this campaign is about capturing the “energy, excitement, and adventure” of a Queensland road trip. Instead of presenting Queensland as a static destination, the campaign frames it as an unfolding experience—one that builds authentic connections between travelers and the regions they visit.
Emilia Ball, Integrated Partnerships Lead at Dentsu Queensland, echoed this, emphasizing the collaborative spirit behind the project. “This is proof of that Team Queensland spirit in action,” she said, noting that bringing together a motorhome journey, a national radio audience, and local tourism operators creates a connected ecosystem that highlights every step of the Pacific Coast Way.
Trevor Crook, Head of Client Services & Partnerships at SCA, highlighted the synergy between the hosts and the campaign’s message. Carrie & Tommy are known for their playful, adventurous energy—perfect ambassadors for a road trip series. Their integration into the tourism narrative gives the campaign a lively, human touch that formal advertising often lacks.
A Tourist’s Perspective: Why It Matters
From a traveler’s viewpoint, campaigns like “Wheely Good Adventure” aren’t just background noise. They plant seeds. Someone listening during their afternoon commute might suddenly imagine themselves snorkeling in the Whitsundays, camping under the stars on K’gari, or sipping a flat white in a Sunshine Coast café after a morning surf.
Queensland has long been one of Australia’s top tourist destinations, but road trip campaigns like this remind audiences that the journey can be as transformative as the places themselves. The Pacific Coast Way isn’t about rushing from point A to point B—it’s about slowing down, savoring moments, and allowing detours to become highlights.
The involvement of Carrie & Tommy also adds relatability. Listeners hear familiar voices navigating new landscapes, perhaps struggling with a campervan fridge or laughing at the quirks of roadside stops. These human moments mirror the unpredictability of travel itself—where not everything goes to plan, but every mishap becomes part of the story.
Driving Tourism into the Future
Queensland tourism has been working hard to rebuild momentum in the wake of global disruptions. Domestic campaigns are crucial, and by weaving media, entertainment, and tourism storytelling together, Queensland is positioning itself as the ultimate “holiday at home” for Australians.
The Wheely Good Adventure is more than a radio stunt; it’s an invitation. Whether it’s the sparkling waters of Tallebudgera Creek, the untamed wilderness of K’gari, or the reef gateways of Mackay and Gladstone, the Pacific Coast Way showcases the diversity of Queensland in a way that feels accessible and exciting.
For travelers, the message is clear: Queensland is not just a state to fly over or rush through. It’s a state to drive through, live in, and experience one stop at a time.
