Queensland! The Sunshine State
Publisher
Ansett
Date1960s
Object number00039727
NamePoster
MediumColour lithograph on paper
DimensionsOverall: 927 x 609 mm
ClassificationsPosters and postcards
Credit LineANMM Collection
DescriptionThis poster advertises Queensland as the ideal travel destination and Ansett Airlines of Australia as the way to get there. By 1960 the Queensland Government Tourist Bureau was referring to Queensland as 'The Sunshine State of Australia' and 'a tourist's paradise'.
Ansett Airlines, based in Melbourne, promoted Queensland as quick to reach by air. While air travel to the beach was still in its infancy in the 1960s Ansett continued to enticer tourists from Australia's southern states to head north for one or two-week holidays.
HistoryThe beaches of Australia and Queensland are common themes for travel poster. The winter migration of tourists from Victoria and New South Wales to the warmer climate of Queensland proved a lucrative market, and these posters were aimed at this demographic. Many of the commissions were done in conjunction with Qantas, Ansett and TAA airlines while campaigns focused on shipping or rail lines.
Ansett Airways Pty Ltd was started by Sir Reginald Miles Ansett in 1935 as an offshoot of his road transport business. The first route of the airline was between Hamilton, in western Victoria, and Melbourne. As the route network expanded the airline grew to include international services in 1993. In 2000, Air New Zealand, acquired full ownership of Ansett. The company was placed in voluntary administration in September 2001. Ansett was an iconic and popular Australian airline and helped to develop and promote Australian tourist destinations to both the domestic and international traveller.
SignificanceThis poster is representative of 1960s Australian airline holiday promotions. Destinations were central themes to most travel posters and an emphasis was placed on tourist sites and regions such as the popular and iconic Queensland coast-line.
