Brand Platform
Tourism Tropical North Queensland launched a brand platform in March 2020 to share the region’s unique stories with the world. The platform’s focus is on unique experiences and bookable products, and it uses the location name Cairns & Great Barrier Reef (rather than Tropical North Queensland) for the first time in the domestic market. This has aligned with the region’s location for international visitors for over 20 years.
The brand platform allows operators to shift brand perceptions and promote the destination through print, digital, media, and user-generated content in both domestic and international markets. The geographic region remains Tropical North Queensland, but the locator on advertising has shifted to Cairns & Great Barrier Reef.
Destination Brandmark
The new destination logo can be downloaded here or found in our Media Library.
Brand Book
The new destination Brand Book can be downloaded here.
Language Guidelines
Get your language right when talking about Summer in the Tropics with TTNQ’s Summer Language Guidelines.
Experience Development Toolkit
This toolkit will help you identify your unique value proposition and tell your story in a way that encourages visitors to be part of our brand story.
Pathways to Sustainable Tourism
Tool kit on how to adopt sustainable business practices and plan your journey towards the greater good.
What is the brand story?
Launched in March 2020 the Cairns & Great Barrier Reef’s brand promise is to inspire visitors to leave as custodians of the region.
Visitors will:
• See Great – through remarkable experiences
• Feel Great – through making a genuine connection with the place
• Leave Greater – as a person and by knowing that every visit makes a difference.
Experiencing our great, makes visitors greater. From our Great Barrier Reef to our great ancient rainforests and our great Indigenous culture and stories, visitors are transformed for life.
The region’s iconic experiences of the Great Barrier Reef, the world’s oldest rainforest, and everyday luxury – whether it’s enjoying tropical food or staying somewhere memorable – will be elevated through the branding.
However, Cairns & Great Barrier Reef is not just about our much-loved reef and rainforest. This brand will allow us to speak with more confidence about our many experiences including the outback and Indigenous culture.
Destination Marketing
The Cairns & Great Barrier Reef brand continues to deliver a unified story, providing a great platform for domestic and international marketing. Visit our destination marketing page for more information on the activity.
#ExploreTNQ
From mountain bike festivals to parties under the tropical palms, @tropicalnorthqueensland is bringing an unmissable lineup of events this season. Check out the full What’s On guide 🔗 in bio ☝️🌴
@savannah.sounds @pdcarnivale @crankworxcairns @pbraustralia @ccc_cairns @cairnsindigenousartfair @ironman.cairns @cooktown.discovery.festival @discoveryparksandresorts
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID This image carousel features a series of images showcasing upcoming events in Tropical North Queensland, from cultural celebrations and adrenaline-fueled action to live music and beachside festivals.
💙 Australia’s bluest waters? You will find them right here in @tropicalnorthqueensland. Would you swim here? #BedarraIsland?
🎥 @_markfitz
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID The video opens with text that reads “Places in Australia with the bluest water”, over an aerial drone shot of a secluded beach. The scene features clear turquoise coloured water, smooth boulders and palm trees lining the white sand.
On a scale of 1-10, how would you rate #RexSmealPark? Drop your score below. 👇 We would give it a 10… obviously...🌴
📸 IG/kel.and.dyl
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @portdouglasdaintree #portdouglasdaintree
ID A park with lush green grass stretches toward the waterfront, framed by tall, evenly spaced palm trees. In the background, a calm body of water reflects the sky, with distant mountains and a tree-covered shoreline.
No snorkel? No worries! A glass-bottom boat tour lets you see the #GreatBarrierReef without getting wet. Who’s up for an underwater adventure but above water 😉?
🎥 @sunloverreefcruises
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID The video opens with on-screen text that reads “Have you ever been on a glass-bottom boat tour?”. The footage then shows a glass-bottom boat floating over the Great Barrier Reef, with coral formations below. The perspective shifts between above-water shots of the boat and views through the glass panels, where tropical fish and marine life can be seen swimming beneath.
Journey through #Mareeba along the historic Wheelbarrow Way to discover #Chillagoe, a hidden outback gem filled with ancient limestone caves, rich mining history and landscapes that take your breath away. Have you heard of it? Time to add this “secret” to your TNQ bucket list.
Planning a trip? @visitmareebashire offers a 2-day
Wheelbarrow Way itinerary and all the tips you need to make the most of your adventure.
🎥 @overlandtravellers
ID Aerial and ground footage showcasing Chillagoe’s outback landscapes, ancient limestone formations and scenic walking trails. Clips feature a couple exploring caves, hiking throughthe rocky terrain and enjoying sunset views among towering limestone pillars. Text overlays highlight Chillagoe as one of TNQ’s best-kept secrets.
#exploretnq #explorecairnsGBR #thisisqueensland #australia @queensland @australia
If paradise had a waterfall, this would be it. #ZoeFalls on #HinchinbrookIsland is the ultimate reward for those who make the trek offering up the ultimate freshwater experience. Who’s taken the plunge here? 👇 #HinchinbrookIsland #zoefalls
📸 IG/markfitz
ID A half-underwater, half-above-water shot of a woman standing in a clear pool at the base of a waterfall. Below the water, small fish swim among smooth rocks. Above the water, a cascade flows down dark, rocky cliffs surrounded by green rainforest.
Monday mood? ➡️ Wishing you were here instead… 🌴 #MissionBeach
🎥 @_markfitz
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia missionbeachqld
ID Aerial drone shot featuring a long stretch of beach with golden sand palm trees.
Ever peered into the depths of Mt Hypipamee Crater on the @athertontablelands? 🤯 This volcanic pipe is just one of many geological marvels of this region. Who’s visited?
🎥 @jessadventuresaus
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia #athertontablelands
ID A deep, cylindrical crater with sheer rock walls drops dramatically into a still, green pool far below. The surrounding landscape is dense with rainforest, with trees lining the rim of the crater.
Two historical landmarks captured in one beautiful image – can you name them? 🤔 (Answer at the end!)
📸 @amys.camera.lens
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @australia @queensland @portdouglasdaintree
A small white church sits among tall palm trees near a sandy shoreline. Behind it, the ocean stretches to the horizon with a wooden pier on one side and distant mountains in the background.
⚓ Port Douglas Sugar Wharf
⛪ St Mary’s by the Sea
Every day is an adventure in @TropicalNorthQueensland. ☀️ And if you need a little inspo, here are 8 experiences that made 🎥 @kellerdiaries` list.
🚂 Take a scenic ride through the rainforest on the @kurandascenicrailway.
🐎 Gallop along the beach between two World Heritage sites with @capetribhorserides.
🛥️ Cruise to Mackay Coral Cay for pristine white sand and crystal-clear waters.
🍍 Hunt for hidden gems and fresh local produce at the Port Douglas Markets.
🍇 Indulge in a delicious road trip through the @athertontablelands’ foodie trail.
🏝️ Spend a sun-soaked day exploring @fitzroyisland.
🤿 Snorkel the @gbrmarinepark and meet its incredible marine life.
🌴 Chase waterfalls and secret swimming spots in @portdouglasdaintree.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID Text over video reads “8 must-see places in Tropical North Queensland” followed by a series of videos showing a train travelling through a rainforest, people riding horses along a sandy shoreline, people standing on a white sand cay in the ocean, an outdoor market filled with people and stalls, a person admiring views from a lookout beneath a tree, a white sand beach with bright blue water, colourful coral underwater and a person jumping into a rainforest waterhole.
