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 will provide 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?

Our story hinges around the destination’s exceptional experiences in nature (reef, rainforest, and outback), our expert local guides, and a region dedicated to the conservation of our world-class environment and the world’s oldest living culture.

Four themes capture the iconic experiences that deliver the best moments in Cairns & Great Barrier Reef:

  • Discover unique nature & wildlife
  • Explore iconic landscapes
  • Choose your own adventure
  • Rejuvenate with a tropical lifestyle

Participating in experiences which are unique to the Cairns & Great Barrier Reef region will help our visitors not only experience something different, but see the world differently and know that they have made a difference by visiting. After all, when you find your place in the world, you will change for good.

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 find a sneak peek of the brand story in the Nick Did This presentation below.

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 Visitor Experience Toolkit which will be available next month. 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.


What’s next?

  • January 2020 – round one cooperative marketing buy-in opportunities announced
  • 11th March 2020 – Save this date for the Brand Platform Launch
  • 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.