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
The kind of place you dream about… then realise it’s real. Perched above South Mission Beach, @elandraresort offers front-row views to the Coral Sea and the islands beyond. Hands up if you have stayed here?
📸 @permanentlywandering
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @cassowarycoastaustralia
ID: A tropical pool setting complete with palm trees, sun lounges and a view looking out the Coral Sea.
Is this as close to island perfection as you will find? We think so...let us introduce you to #FitzroyIsland 🌴🤿.
🎥 @amys.camera.lens
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @fitzroyisland @fitzroyislandadventures @sunloverreefcruises
ID Aerial footage of Fitzroy Island shows boats anchored in clear turquoise water, white-sand beaches backed by rainforest, and swimmers enjoying the water.
There’s cheese boards… and then there’s @mungallicreek cheese boards. Think creamy farm-made cheese, house-baked sweets, seasonal fruit and organic ice cream churned just metres from where it’s served. Pull up a chair on the verandah and settle in, this is what slow food looks like on the @athertontablelands.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland
@australia
ID A couple visits Mungalli Creek Dairy. They browse the café’s cake display, order a large cheese platter, and enjoy it on the verandah overlooking the mountainous countryside.
Here at Etty Bay, the Southern Cassowary is part of the landscape but it’s also part of a much bigger story. These ancient rainforest guardians need our respect and protection to survive, so give them space, keep your distance and count yourself lucky if you see one.
📸 @helenapetryportfolio
ID A Southern Cassowary walks along the shoreline at Etty Bay, its striking black feathers and blue and red neck contrasting against the sand and ocean behind.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
Low tide magic on the Great Barrier Reef Drive.
🎥 @kellerdiaries
ID Drone footage of the Great Barrier Reef Drive between Cairns and Port Douglas, featuring low tide sandbanks, winding coastal roads, turquoise waters and rainforest.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @portdouglasdaintree
Wow! Can you feel the energy from this morning’s IRONMAN Cairns start?
It was next level… who else got goosebumps? Big congrats to young guns Bailey Tuddenham and Madi Toovey 🏊♂️🚴♀️🏃♂️ for taking out the IRONMAN 70.3. The full IRONMAN is far from over, so don’t miss a minute of the action on the Cairns Esplanade today 🎉🔥.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @visitpalmcove 🎥 @ironman.cairns
ID A video showing the electric atmosphere at the IRONMAN Cairns start line. Athletes run into the water as the race begins, surrounded by cheering crowds, event flags and the early morning light over the Coral Sea.
Not a bad spot for a winter dip. Just saying.
📍Cairns Lagoon
📸 @myholidaycentre
ID Cairns Lagoon at sunset, featuring people swimming and relaxing in the water. The sky is painted in pastel pink and purple hues, with the iconic silver fish sculptures standing along the waterfront.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
We know where we would rather be 😉. Trev’s out here road testing both ends of the thermometer, what’s your pick? Beanies or boardies?
🎥 @trevs_gone_outdoors
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID The video follows a man transitioning between two extreme landscapes, the tropical rainforest of Tropical North Queensland and the snowy mountains of southern Australia.
When the whales are this curious, you don’t need to chase the moment, it finds you 💙. Dwarf minke season has arrived, bringing the gentle giants of the deep back to the Great Barrier Reef.
Known for their calm nature and surprising curiosity, these sleek swimmers often circle boats and snorkellers, creating once-in-a-lifetime encounters you will never forget. The #GreatBarrierReef is the only place on Earth where you can swim with dwarf minke whales and it only happens for two months a year, right here in Tropical North Queensland.
Seen one? Dreaming of it? Tell us👇
🎥 @pablocogollos_photography and @oceanearthstudios via @gbrmarinepark
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID Underwater footage of a dwarf minke whale in the clear waters of the Great Barrier Reef.
Heli views, river crossings, red dirt, waterfalls, beach camps and one cracking sunset. Cape York, you’re a wild one and we love it!
📍Creb Track to the Tip
🚙 Pack the recovery tracks
🌴 Stay for a good time, not a long time
🎥 @_lanicooper_
ID A compilation of Cape York adventure scenes featuring 4WD vehicles crossing creeks, navigating muddy tracks and driving along red dirt roads.
