Media Releases

Tropical North Queensland destination website up with the best

Tropical North Queensland’s destination website has been named alongside leading international brands, including Porsche and IBM, as a finalist in the Pearl Awards, the most prestigious content marketing awards in the United States.

Tourism Tropical North Queensland (TTNQ) Chief Executive Officer Pip Close said making the shortlist was an epic achievement for a regional organisation with a very small budget.

“It is an enormous credit to the TTNQ team led by Digital and Content Director Chris Jahnsen that the relaunch of our destination website is a finalist in two categories of these long-running international awards,” she said.

“We are a finalist in Most Effective Leisure and Marketing Content alongside major players including Hong Kong and Thailand Tourism and Hong Kong Airways, and in Best Website and Use of Email alongside international campaigns such as Life and Money by Citi.

“Punching above our weight is part of the ethos of the dedicated team at TTNQ and I congratulate and thank the digital and content team for their outstanding work in relaunching this key marketing platform for Tropical North Queensland.

“TTNQ worked with content agency Storyation to ensure the website editorial was engaging and delivered in a fresh conversational tone to reflect the region’s adventurous personality.

“Tropical North Queensland is a complex story with product spanning diverse landscapes including the Great Barrier Reef, the world’s oldest rainforest, and the Outback.

“We compete against international medium-haul destinations such as Bali and Thailand so the website needed to remind Australians about the incredible natural environment in their own backyard.

“This shop window for the destination connects with the audience on an emotional level by wowing them with the feeling that a holiday here would rejuvenate them.

“As well as motivating the target audience of busy professionals looking for relaxed adventure holiday that take them out of their comfort zone, the website needs to provide meaningful information and drive conversion.

“The results show this was achieved with an astonishing average monthly audience growth of 86 per cent, an 870 per cent increase in leads to partners and four-fold increase in the conversion rate.”

The 2018 Pearl Awards will be announced in New York on December 7.

For more information on Tropical North Queensland go to


For more information, contact:
Communications Consultant Liz Inglis
M: 0419 643 494 | E: [email protected]