Tourism Tropical North Queensland launched a brand platform in March 2020 to share the region’s unique stories with the world. The platform’s focus is on unique experiences and bookable products, and it uses the location name Cairns & Great Barrier Reef (rather than Tropical North Queensland) for the first time in the domestic market. This has aligned with the region’s location for international visitors for over 20 years.
The brand platform allows operators to shift brand perceptions and promote the destination through print, digital, media, and user-generated content in both domestic and international markets. The geographic region remains Tropical North Queensland, but the locator on advertising has shifted to Cairns & Great Barrier Reef.
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.
• 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.
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.