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

Yeah, yeah, we know you've seen #MissionBeach a lot lately 🏝 But how could you possibly get sick of looking at something so stunning? 💫🐚 
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​Snuggly tucked along @tropicalcoastqueensland, Mission beach & its 14 kms of golden beaches are one of @australia’s best-kept secrets & we’re about to tell you why ☀️ It’s not just sandy shores & nearby islands, we’ve also got river rafting, cool spa pools, hidden alcoves & a chocolate factory just to name a few 🦋

Click the bio link to find out more about Mission Beach 👆
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​📸 @overlandtravellers #explorecairnsGBR #exploreTNQ  #seeaustralia #thisisqueensland
Who knew baby bats could be so cute?! 😍 This 7 month old spectacled flying fox belongs to an endangered species - one of many species found around @tropicalnorthqueensland 🍃 Discover the different species, how they are cared for & the importance of bats in the ecosystem on a tour at @TolgaBatHospital 🦇
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​What started as an adoption process of just two bats has turned into the Tolga Bat Hospital, with the team rescuing over 1000 orphaned & displaced bats each year! Whether you join a tour, offer a donation, pick up something from the gift store or become a member of the hospital, you can leave the @athertontablelands knowing you’ve contributed to the survival of the species ✨ 
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​#exploreTNQ #explorecairnsGBR  #seeaustralia #thisisqueensland
No matter how many times you see it, a beautiful snap of the famous #MillaaMillaaFalls is undeniably breathtaking 💦🍃 This @wettropicsworldheritage listed 18m plunge is the centrepiece of what’s known as the Waterfall Circuit 🚘🌴 While you’re here, don’t forget to explore the other gems of the @athertontablelands - #ZillieFalls & #EllinjaaFalls just to name a few 💫 

Keep your eyes peeled for an electric blue Ulysses Butterfly fluttering about on your travels 🦋
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​📸 @thebeachesaus #exploreTNQ  #explorecairnsGBR #thisisqueensland #seeaustralia
​If you've ever imagined what an underwater sunset would look like, the coral at #ospreyreef has to be pretty close 🌅 Want to check out this incredible dive site for yourself? Hop on a liveaboard experience with @mikeballdive for the ultimate @gbrmarinepark adventure ⛵️ With expeditions departing from #Cairns, ranging from 3-7 nights, there’s no shortage of excitement to be had 🤿 

If diving into the deep isn’t quite up your alley, you can still get your underwater fix on dry land at the @cairns_aquarium 🐠
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​📸 @summitstoseasphotography #exploreTNQ  #seeaustralia #thisisqueensland #explorecairnsGBR
Calling all adventure seekers! 🗣 If your idea of a good time includes bungy jumping from a 50m-high tower then you’re going to love @tropicalnorthqueensland 💫🌿 Reach new heights in #Cairns at @australia’s one & only bungy jump! 🤸‍♂️ Located just 20 minutes north of the city, you’ll be treated to views over the stunning Coral Sea as you jump or swing your way back to ground level 🍃🙌 
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​With the addition of a brand new experience on the way, this is where you discover REAL adventure 😉

📸 @thebucketlis #explorecairnsGBR #exploreTNQ #seeaustralia #thisisqueensland
Nope, you're not flicking through the pages of @natgeo, although we wouldn’t blame you for thinking you were 💫🌴 Deep within a 180 million-year-old rainforest, where ​the Kuku Yalanji people have roamed for more than 50,000 years, lies the pristine waters & stunning views of #MossmanGorge 🍃💦 Before you explore emerald green waters flowing over smooth, granite boulders enveloped by ancient tropical rainforest, head off on a Ngadiku Dreamtime Walk, peruse the gallery or sample the local food at @mossmangorge centre 🌿🎨🦖 
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​📸 @natalieleephotography  #exploreTNQ #thisisqueensland #seeaustralia #explorecairnsGBR