Brand Platform

What is happening?

Tourism Tropical North Queensland is inviting the industry to join us in sharing the region’s unique stories with the world. Through input from industry and key partners we have established a new brand platform that is driven by unique experiences and bookable products, and for the first time in the domestic market using the location name of Cairns & Great Barrier Reef (not Tropical North Queensland) to ensure our visitors know where we are and what to expect.

This aligns with the way we have located the region for international visitors for over 20 years. The geographic region remains Tropical North Queensland but the locator on our advertising shifts to Cairns & Great Barrier Reef.

The brand platform provides operators with the tools to shift brand perceptions to drive the story of Cairns & Great Barrier Reef. The region’s unique stories will be used to promote the destination through print, rich digital media, and user-generated content in the domestic and international markets, as part of the region’s $2.8 million domestic campaign which began in August 2019.

A mix of display and print advertising, Facebook, YouTube, television placements, billboards and a strong focus on publicity will drive traffic to our trade campaigns with key distribution partners. We are seeking to deliver over $40 million in sales to our members and generate more than $50 million in advertising value and awareness.

There will be opportunities for your business to buy into this campaign and to directly benefit from the bookings generated.

 

What is the brand story?

Launched on 11th March at Cairns Performing Arts Centre, 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.

Several hero experiences are currently working with the TTNQ team to align their signature experience with the new brand story. These experiences will be at the forefront of the Cairns & Great Barrier Reef brand story shared through all media channels. You can see an example below with Quicksilver’s video.

Brand Platform Launch, 11th March:

View the full gallery here.

The following presentations were shown at the Brand Platform Launch on 11th March 2020.

What’s next?

• March 2020 – Cooperative marketing buy-in closes for round one and workshops commence for operators to learn how to leverage the brand
• April/May 2020 – Round one of the domestic consumer and trade campaign
• June 2020 – Always-on advertising, publicity, and social media
• July – August 2020 – Round two cooperative marketing buy-in opportunities
• September – October 2020 – Round two of the domestic consumer and trade campaign
• November – December 2020 – Recap on results and planning for 2021

Our approach goes beyond a tagline and advertising to connect our visitors with your stories. Our destination’s success depends upon collaboration and making our visitors our region’s greatest ambassadors.