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

Feel like brushing shoulders with a supermodel? Now you can, the supermodel of the island world at least 🏝 This quintessential tropical island National Park holds the title of one of the top beaches in the country 🏖 #NudeyBeach boasts incredible views, refreshing water & one of the most photogenic coral shores around 🐚✨ You can discover the island for yourself with @fitzroyislandadventures ⛵️ Don’t feel like leaving? Stay a while at @fitzroyisland resort 🍹

📸 @lolahubner  #explorecairnsGBR #thisisqueensland #seeaustralia #exploreTNQ
Some trees like to do things backwards ⏪ Located just a short drive from #Yungaburra on the @athertontablelands, this monster Curtain Fig Tree is estimated to be over 500 years old 😲🌳 Beginning as a seed dropped high in the canopy, the fig tree grows roots down towards the forest floor 🌱 Over time, these roots have strangled the host causing it to fall into a neighbouring tree 🍂 The vertical fig roots have formed a curtain-like appearance as the host trees rotted away, leaving a freestanding fig tree for you to admire 😍✨⁣

📸 @tour_de_filmm #explorecairnsGBR #thisisqueensland #seeaustralia #exploreTNQ
We talk a lot about the incredible sunrises up here, but have you caught a moonrise like this one before? 🌕✨ This is just one of the spectacular sights awaiting you at @jarramali_rock_art_tours 🌅 Get on country with Western Yalanji Traditional Custodian Johnny to explore ancient rock art, learn about bush tucker & medicine as you see first hand how Indigenous people have interacted with the land for thousands of years 👣

📸 @jilarapearl #seeaustralia #exploreTNQ  #explorecairnsGBR #thisisqueensland
If only every day could finish on a high like this 💫 This month only @yagurlitours has teamed up with @balloonaloft to trial a hot air ballooning experience over spectacular Gulf country 🌅✨ 

@australia’s largest salt pans can be found in #Burketown in the Gulf of Carpentaria, country of the Gangalidda & Garawa peoples. This incredible tour teaches guests about connection to the land & how the intricate weave of patterns & textures below closely resemble the beautiful art they create 👣🎨

Tours are scheduled daily, so this is your last chance to experience the beauty of the outback from a balloon basket (for now at least 🤫) ☀️

📸 @alittleatlarge #explorecairnsGBR  #thisisqueensland #seeaustralia #exploreTNQ
With the beach right at your doorstep, there’s no better place to catch a cool sunset than #PalmCove 🌅✨ Just a short 30 minute drive north of #Cairns, this tiny beachside village isn’t all about drop & flop 🌴🐚 Explore the town on foot, or choose a bike instead of car & buy fresh seafood for a sunset barbecue on the beach 🏖 You can hire a kayak & paddle right off the beach or take a tour to nearby Double Island 🍹🏝 The Palm Cove jetty is a great fishing spot, with plenty of Spanish mackerel, cod, whiting, stripeys & flathead to be caught 🎣
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​📸@ashleydobson #exploreTNQ  #explorecairnsGBR #seeaustralia #thisisqueensland
After shooting to stardom on social media in 2016, the #CardwellSpaPool has remained one of the most famous stops in @tropicalcoastqueensland thanks to its beautiful blue waters 💙🌿

If you’ve ever wondered what causes these bright blue waters, we’re here to help! The science behind the colour can get a little complicated but geological experts suggest that the blue colour is from the chemistry of the rocks & water resulting in high levels of dissolved magnesium & calcium in the water 👩‍🔬

To get her & check it out for yourself, hop in the car & head about 2.5 hours south of #Cairns to #Cardwell & follow the Cardwell Forest Drive to the spa pool 🚙💦

Click the bio link to learn more 👆
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​📸 @thedailyluxe  #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia