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

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

Is it a possum? Is it a monkey? No, it’s a climbing kangaroo! 🦘🌴 

@tropicalnorthqueensland is home to @australia’s only two species of tree kangaroos - the Lumholtz’s & the Bennett’s tree kangaroos 🌿☀️ These furry faces are notoriously elusive & difficult to spot, even more so because of their solitary nature. Males are known to be aggressive to others entering their territory but, they tend to hang out in the canopy & are most active at night, so you’ll count yourself lucky if you even spot one in the wild 😴✨ 

Best places to spot tree kangaroos? Rainforest areas on the @athertontablelands, like at @nerada_tea ☕️ Didn’t spot one on your travels? Head to @rainforestation or @wildlifehabitat to check out their resident roos 🙌
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​📸 @ginaleebradley #explorecairnsGBR #thisisqueensland #exploreTNQ  #seeaustralia
It's beginning to look like Christmas on the #CairnsEsplanade 🎄☀️ Palm trees are swaying, lights are twinkling & the decorations have been dusted off for another year as we count down the days until Santa arrives 🎅Where better to get a view of this magnificent tree than from atop Oaks Cairns Hotel at @oakandvinerestaurant? 🍹
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Did you see the Christmas tree light up last week? ✨​

​📸 @albuquerquedelma  #thisisqueensland #exploreTNQ #explorecairnsGBR #seeaustralia
Nothing beats the pastels of sunset at #FourMileBeach in @portdouglasdaintree 🌴🌅 This magical spot is one of @tropicalnorthqueensland's most famed beaches & it's not hard to see why ☀️Take to the sands by bicycle, hire a sun lounge & spend your day relaxing under the shade of an umbrella or take a dip in the calm waters ⛱🌺 Here you’ll also find the trailhead to Flagstaff Hill & plenty places to eat within walking distance 🌴 Anywhere you stay in Port Douglas is far from the beach, but there are a number of accommodation options where you’ll walk right out onto the beach 🐚✨
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📸 @tropicpilot_ #explorecairnsGBR #thisisqueensland #seeaustralia #exploreTNQ
There’s something sow amazing about gardens, right? 😉

If you’re a little bit of a green thumb, you might want to spend a little time exploring this beauty in Cairns 🍃 The Flecker Botanic Gardens are home to an incredible array of plants & wildlife (mainly birds, but we could watch them all day! 🦜) Try a tour of the garden, check out the visitor information centre & let the kids explore their inner nature fanatic with the fortnightly activity program for children under five - there’s crafts, stories, sing alongs & garden discovery walks! 🌿

If you’re looking for a little more action, just a short walk or drive down the road you’ll find the Tanks Arts Centre & the many arrow walking trails 🥾🎭

📸 @taegs_takes_photos #thisisqueensland #seeaustralia  #exploreTNQ #explorecairnsGBR
A new perspective on a old classic...like, really old 🌴🙌 If you’d prefer your history lesson taught outside the classroom, then point your compass west & get ready to step back in time ⏱👈 The Chillagoe-Mungana Caves began to form 400 million years ago when the landscape was covered by a shallow sea 🌊⛰️ No, you won’t find batman hiding out in here, but you might be lucky enough to spot some bats! 🦇 Ripe with natural & cultural heritage, this incredible place is only a 3hr drive from #Cairns on the @athertontablelands 🚙
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​📸 @toriemathew #thisisqueensland #seeaustralia  #exploreTNQ #explorecairnsGBR #chillagoe
They say you should always look up on your travels & this is why 👆🍃Explore the beautiful @athertontablelands with a hike along the #NandroyaFalls circuit, beginning just west of the Henrietta Creek camping area 🏕Not only is this a great spot for a hike & swim, but it's also one of the few places in the @wettropicsworldheritage rainforest that you can find the world's largest fern, the King Fern 🌱
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​📸 @denya.dean #seeaustralia  #explorecairnsGBR #thisisqueensland #exploreTNQ