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.

TTNQ Presentation

TEQ Presentation

Ignite Travel Video

Expedia Group Presentation

Quicksilver's Experience Video

How can I be involved?

All TTNQ members can get involved by embracing the brand story of Cairns & Great Barrier Reef and using the brand platform’s tools. To assist we have created a Cairns & Great Barrier Reef Experience Toolkit. This toolkit will help each product 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.

#ExploreTNQ

Weekend adventures never looked so good! 🙌

If you're looking for something to get the adrenaline going, Tropical North Queensland is the place to be - from skydiving & bungy jumping to a relaxing drift down the river you're spoilt for choice 🌴🤸

Why not spend the day exploring the raging rapids of Cairns with @ragingthunder? 🤩

📸 @cairns_tours #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Is it just us or does this look like a scene out of Finding Nemo?😝

Say hello to our friend, the Marble Ray Taeniura meyeni 🐠 These rays are nocturnal, so you'll often see them resting during the day 😴 But if you manage to see them hunt, it's a pretty spectacular event! 

📸 @pablocogollos_photography #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #greatbarrierreef
Hey look, boobies! 😝

#michaelmasCay is a hotspot for seabirds, including terns, noddies and boobies (yes, really) 🦜🪺

What birds have you seen on the @gbrmarinepark? 👇

🎥 @chiaratalia_birds #exploretnq #explorecairnsgbr #thisisqueensland #seeaustralia #greatbarrierreef
@jadeexplores has been showing us some of her favourite experiences in #Cairns and we have agree, this is one of the best! 🙌🐠

Fly over the @gbrmarinepark with one of many operators around the tropics like @daintreeair, @nautilusaviation or @zoomheli 🚁

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
It’s that time of year again & Barron Falls has started flowing! 💦🌴

If you have the chance, head to @skyrailcairns or Kuranda Scenic Railway and see this magnificent waterfall for yourself 🙌

🎥 @winchandunwind #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #barronfalls
Did you know that the southern cassowary is only found in parts of Papua New Guinea and North East Australia!? So there’s nowhere better to try cassowary spotting than @tropicalnorthqueensland 🙌🌴

🎥 @pablocogollos_photography #exploretnq #explorecairnsgbr #thisisqueensland #seeaustralia #cassowary