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

We’re not afraid of the dark..I mean shark 🦈

Climb aboard @spiritoffreedomcairns to get the once-in-a-lifetime chance to hang out with our marine life as the sun sets! You don’t have to be a diver to experience this epic adventure either - join the fun front the boat deck and peek below the surface 🌚🤿

Will you be trying this on your next liveaboard experience? 😱

🎥 @tabithalipkin #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #greatbarriereef #sharks
Whether you’re out to catch a barra, hike Australia’s largest island National Park or adventure your way through a scenic 4WD track, #Cardwell is the perfect launchpad for an outdoorsy weekend with a friendly local twist 🎣🍃🏝 Hit the #CardwellForestDrive & make your way to this gem – #AttieCreekFalls – to float away your troubles 💎

📸 @kellerdiaries #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #cassowarycoast 

[ID: A sparkling blue river running through bushy forest and large granite boulders. In the distance there are tree-covered mountains and a blue clear sky.]
Forget going for a walk to see the sunrise, around here we like to start the morning right...by jumping into it! 🪂 Book now to get your adrenaline pumping with @skydiveaustralia before you start your boring work day 😉🌅

🎥 @tabithalipkin #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia [ID: woman skydiving through the clouds]
Kicking your week off with breathtaking sights of the @athertontablelands 🍃🦋

Around here, you’ll be treated to an abundance of waterfalls, lakes, local produce and more! 🌴✨ It’s time to explore the rolling hills that stretch for miles, and one of the best places to do it is Millaa Millaa Lookout, also known as the McHugh Lookout 🌱

P.S. get your sightseeing started as the sun rises to catch the golden skies over the Tablelands - and don’t forget your jacket, it’s starting to get chilly 🥶

 🎥 @kellerdiaries #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia 

[ID: Camera panning over woman leaning on wooden fence at lookout on the Atherton Tablelands. She is standing under a tree in a white flowing dress and hat. The view overlooks grassy fields, farmlands and mountains in the distance]
We’re telling you, you WANT to be waiting at the finish line to cheer on our champs in #IMCairns tomomorrow! 🏃‍♂️🌴

🎥 @ironmanoceania & @ironmantri #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia

[ID: Drone shot of cairns Esplanade before showing clips of competitors waiting on the beach and then sprinting into the water to start their swim. Followed by clips of competitors running and one man breaking through the finish line banner. Finishes with a clip of cyclist on a long road on the coastline]
In case you didn’t already know, @queensland has some pretty epic locations right here on our own shores…especially in Tropical North Queensland 🌴⛵️

Did you know that all of this and more lies just a 2 hour drive from Cairns!? Say hello to the incredible @cassowarycoastaustralia ☀️🏝️

🎥 @_chelseacavo_ #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #cassowarycoast #missionbeach

[ID: clips of Mission Beach and Cassowary Coast including: Resort entry overlooking the pool with a pink and yellow sky in the background; boating experience showing snorkelling, blue ocean waters and golden sandy beaches]
If you didn’t already know, the most common residents of Tropical North Queensland are the tourist-turned-locals (aka ‘I came for a holiday and never left)🌴

If you’re wondering why, it’s because of incredible experiences like this one with @oceansafaricaprtib just being part of the every-day! 

Have you gone swimming with turtles before? Drop us a 🐢 or head to our bio link to find out how ☝️

🎥 @rachelsholliday #exploretnq #thisisqueensland #seeaustralia #explorecairnsgbr #portdouglasdaintree #greatbarrierreef #capetribulation [ID: underwater shot of a turtle swimming amongst beautiful coral and a woman swimming alongside the turtle]
Shout out to @crystalbrookflynn for reminding us that winter in the tropics is unlike anywhere else 🌴❄️

Head to our bio link to find winter activities to book on your next holiday ☝️

#exploretnq #explorecairnsgbr  #winter #thisisqueensland #seeaustralia [ID: beautiful scenic shots of cairns in winter including a flight over the Great Barrier Reef, palm tree, sunny beaches, beautiful rainforests and colourful sunsets]
Happy World Oceans Day! 🌊🐠

Around here, the ocean isn’t just celebrated one day a year - it’s everyday! And here are just a few ways you can dive in while you’re exploring Tropical North Queensland 🩵

Head to our bio link to find more ways to explore ☝️

#exploretnq #explorecairnsgbr #worldoceansday #greatbarrierreef 

[ID: clips of woman exploring the bright blue waters of the Great Barrier Reef on a scenic helicopter flight, glass bottom boat, snorkelling, an aquarium and helmet diving]
Tag your hiking buddy 💅😮‍💨

#exploretnq #explorecairnsgbr #hiking #fitness #nature #outdoors