Tourism Tropical North Queensland (TTNQ) is seeking to deliver more than $40 million in sales to TTNQ members and generate some $50 million in advertising value and awareness through a 2020 domestic campaign.
TTNQ Chief Executive Officer Mark Olsen said a Visitor Experience Toolkit would be unveiled next month to help the tourism industry share the region’s unique stories globally and shift the brand perception of the region.
“The name Cairns & Great Barrier Reef, which we have been promoting in the international market for many years, will be used as part of our brand platform to ensure our visitors know where we are and what to expect,” he said.
“We are encouraging TTNQ members to use the toolkit to identify their unique value proposition and tell their story in a way that connects emotionally so they too become a part of a visitor’s brand story.
“By working together to offer our brand promise to visitors, the Cairns & Great Barrier Reef messaging will create a united and sustainable message to attract visitors for years to come.
“These visitors will want to share their experience and become our greatest destination ambassadors.
“The new brand platform will be launched on February 11 to tell the story of the destination’s exceptional experiences in nature including the reef, rainforest and outback, our expert local guides, and a region dedicated to the conservation of our world-class environment and the world’s oldest living culture.”
Four themes capture the iconic experiences that deliver the best moments in Cairns & Great Barrier Reef:
- Discover unique nature & wildlife
- Connect with iconic landscapes
- Choose your own adventure
- Rejuvenate with a tropical lifestyle
Mr Olsen said a mix of display and print advertising, Facebook, YouTube, television placements, billboards and a strong focus on publicity would drive traffic to trade campaigns with key distribution partners through the $2.8 million domestic campaign which began in August 2019 and runs until October 2020.