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

Unrivalled coastal views weave through natural World Heritage wonders in @portdouglasdaintree & #OakBeach is no exception 🌴⛵ Just 10 minutes from #PortDouglas, ​Oak Beach is a sleepy beachfront haven, perfect spot for a secluded stay ✨ ️

📸 @vali.visuals #exploreTNQ #seeaustralia #explorecairnsGBR #thisisqueensland
POV: selfies at @kurandakoalagardens 🐨🤳

​One of the top experiences in @australia is to say hi to our furry friends 🐨👋 @kurandavillage is home to many of our tropical wild friends, so where better to go animal-spotting than at one of Kuranda’s many wildlife gardens and sanctuaries like Kuranda Koala Gardens, one of the very few places in the country where you cuddle a Koala for a souvenir photo! 🎥💫

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
If you're after a palm & relaxing holiday, @visitpalmcove has got you covered 🌴😉

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 🎣

📸 @stvzie #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Discover the stunning #BlencoeFalls in #GirringunNationalPark 🌴 Where #BlencoeCreek plunges & cascades in spectacular fashion to the bottom of a deep gorge 💦🦋 With towering cliffs & rugged ridges, Blencoe Falls is the gateway to the @wettropicsworldheritage  Great Walk 🏃🏻‍♀️ Explore 110km of walking tracks, offering everything from short strolls to full day hikes 🙌🏼🥾

📸 @wunez #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
@silkyoakslodge is putting a new spin on ‘feeling green’ 🌴💚

If you like your rainforest wilderness with a side of luxury, this is the place for you! 
Set deep in the rainforest of @portdouglasdaintree, the newly refurbished Silky Oaks really delivers following its multimillion dollar rebuild, with dreamy treehouses & an idyllic onsite spa 🧖‍♀️✨

Don’t forget to take a dip in your very own balcony bath 💦 

📸 @jilarapearl #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #portdouglasdaintree #silkyoakslodge
This isn’t your every day photo of a tropical paradise, but around here, we’re not limited to just reef & rainforest - we’ve got outback tracks too! 🏜

Say hello to Rinyirru (Lakefield) National Park in #CapeYork ✨Open from June to December, this outback paradise is is renowned for its vast river systems & spectacular wetlands 🌴 The park has a rich & diverse landscape, with grasslands, woodlands, wetlands, coastal estuaries, mangroves & mudflats even! You can also find sandstone hills & escarpments on the southern end of the park 😍 It’s also a place of local Aboriginal significance, with sites associated with occupation, ceremonies & stories of ancestral spirits found throughout the park 👣 

📸 @true.north.adventures #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Here’s to the mums that fill our lives with adventures in the tropics 🌺

How are you celebrating Mother’s Day? ✨🌴

📸 @megannamourr #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Here’s a cassowary joke for your morning - Why did the cassowary cross the road? 🤔 To prove he wasn’t a chicken 🐓😝

There’s not many places you can spot the elusive Southern Cassowary as you take a leisurely stroll down the street, but @tropicalnorthqueensland is one of them! 🏝 #EttyBay is one of the most popular spot to see cassowaries in the wild, they’ll often be seen wondering around near the beach 🙌 Did you know that there are approximately 700 plant species endemic to the @wettropicsworldheritage area? And almost 100 species that heavily depend on the cassowary to distribute their seeds 🌴😲

No wonder it’s called the Cassowary Coast 😉

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