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

See Great. Feel Great. Leave Greater.

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

There’s no place we’d rather be than soaking up some vitamin D beneath the palms at sunny #EllisBeach ☀️🌴 Wedged neatly between the Coral Sea & the @wettropicsworldheritage area lies the secluded #EllisBeach, just five minutes north of #PalmCove along the Captain Cook Highway 🐚🚙 Spend a day lazing on this stretch of soft sand or set up camp & catch the golden morning skies 🌅
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​📸 @ashleydobson #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
When it comes to hidden gems 💎 @tropicalnorthqueensland is full of them & this one is just out of #Cairns 🌴🦋 Tucked away in the @wettropicsworldheritage rainforest, #BabindaBoulders is one stop not to be missed 💚

This lush location is more than just a pretty picture, here you’ll find the site of great significance for the local Aboriginal communities 👣🌿 The Dreaming legend tells the story of star-crossed lovers, Oolana & Dyga, who fled their tribes to be together 💘 They were discovered at Babinda Boulders & captured. Oolana managed to escape, but her lover did not & her anguish turned the still waters into rushing rapids 💦 The story goes that her spirit still guards the boulders, calling for her lost love in the area now known as the Devil’s Pool 🌺
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​📸 @hikes.drinks.laughs #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Like something out of an old love story, @paronellapark is truly a magical & unforgettable place nestled amongst the lush @wettropicsworldheritage rainforest 🌿✨ Experience the fusion of romance & history as you explore the architecturally unique ruins of the castle & the heritage gardens ✨ One of the highlights? It has got to be Kauri Avenue 👆
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📸 @exploremorewithdizz #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Nestled between two headlands is the favoured local hangout, #TrinityBeach 🌴☀️ Beach almonds dotted between coconut trees provide shady hangouts to lounge on the sand between swims 🐚✨ This picturesque beach is perfect for active travellers with walking tracks along& chill out under the palms, or try the more challenging 1km steep climb to the summit of Earl Hill 🥾🌿
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​📸 @coccinelli__ #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
When the sun comes out, swimming is on at the @cobboldgorge infinity pool 🏊🏼‍♂️ If the view hasn't sold you, don't forget about the swim up bar 😉🍹When you're done splashing about in the pool, get up & close with the gorge on a boat cruises, where you glide on custom-made, electric powered boats in almost eerie silence, ensuring minimal disturbance to wildlife 🍃✨
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​📸@sarahjanegriffiths #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia 
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We'll never get sick of that view! 🌿✨ 
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​Hailed for its sparkling streams, cascading waterfalls & stunning rainforests, @mossmangorge holds more secrets than you could ever imagine 🌴✨ You won’t want to stop with just a dip in the water 💦 Join a Dreamtime Walk & watch the magical rainforest come to life with the help of a local indigenous guide 👣🌺
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​📸 @andcuriouser #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Wombat Wednesday’s with our friend Warren ✨ 

Named after Federal Member for Leichardt, Warren Entsch, this adorable joey is loving all the cuddles he’s been getting at @hartleyscrocodileadventures  🌿😍

If you’re looking for a place to get up close & personal with some furry friends, Hartley’s is the place to be 🙌 Book a premium wildlife tour for your chance to get a one-on-one animal experience with the native residents of the park 🐨
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​📸 @bill_collett_ #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
All aboard 🚂 
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​Find a change of scenery in @kurandavillage with some incredible rainforest journeys 🌿✨ Glide above the rainforest canopy with @skyrailcairns then explore this quaint village by foot before returning to Cairns aboard the historic #KurandaScenicRailway 🚠🍃 If you’re looking for a ride that’s just a little fancier, try upgrading your train ticket to Gold Class for that extra bit of luxury 😉
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​📸 @jamesvodicka #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia