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.


It's not every day you get to crawl through a spectacular cave system without a guide ⛰🔦 But in #Chillagoe that's exactly what you can do 🏜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 🚙
​📸 @theramblerco #exploreTNQ #explorecairnsGBR #summergreat #thisisqueensland #seeaustralia
Tropical vibes for tropical lives 🐚🌺 There’s no better place to kick back & relax than on a sand cay in the middle of the @gbrmarinepark ✨ Get the full rockstar experience& have your perfect picnic on #VlasoffCay with @nautilusaviation or @gbrhelicopters 🥥🍉
​📸 @aquilina_nikki #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #summergreat
BOATS BOATS BOATS ⛵️ We don’t know about you, but in @tropicalnorthqueensland, we’ve got a thing for boats 🌊🐚 On a @gbrmarinepark adventure with @passionsofparadise, things will be smooth sailing ✨☀️ In case you were wondering, their boat is ferry impressive, certainly one of the most boatiful around 😉 It’s time to mast-er the seas 🐠⚓️
​📸 @flyingwitherin #exploreTNQ #explorecairnsGBR #summergreat #thisisqueensland #seeaustralia
It’s the flipping weekend 🌊🤸‍♂️ There’s nothing quite as majestic as manta ray performing circus tricks on the @gbrmarinepark 🐚✨ This fancy fella was spotted near #FourMileBeach in @portdouglasdaintree ☀️🏝
​📸 @reef.wanderer #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #summergreat
There’s nothing better than standing in the warm summer rains of @tropicalnorthqueensland ☔️ But there’s more to @mossmangorge than just a pretty picture 🌿 Here you’ll find over 50,000 years worth of Kuku Yalanji history & culture 👣🌺 Head off on a Dreatime Walk or welcome to country with Traditional Owners, peruse the gallery, take a dip in the cool waters & sample the local food at the cafe 🦋🎨

⚠️ Remember, rising waters & rapids can occur in this area, especially with heavy rain. Please ensure you follow all warnings & take extra precaution when in or around water ✨
​📸 @_jessica.mae #exploreTNQ #explorecairnsGBR #summergreat #thisisqueensland #seeaustralia
If you like crisp, freshwater swimming holes lined with granite boulders & surrounded by tropical rainforest then we’ve found the perfect place for you ✨🌿 Welcome to the iconic #BabindaBoulders, made even better if you add some bright floaties - giant pink flamingo anyone? 🦩 Maybe a unicorn 🦄 There are picnic and barbecue facilities here, so pack some lunch and make a day of it! 🧺🍉
​📸 @jamesvodicka #exploreTNQ #explorecairnsGBR #summergreat #thisisqueensland #seeaustralia
A little birdie told us there's something going on along the @savannah_way_australia 🤔🌿 Welcome to @talaroohotsprings, @tropicalnorthqueensland's newest camping and caravan experience 🏕Stay & discover the stories of the Ewamian people of #Einasleigh 👣 Learn about the natural & cultural jewel on the banks of the #EinasleighRiver, Talaroo Hot Springs 💦☀️ 
​Opening May 2021 ✨
​📸 @talaroohotsprings #exploreTNQ #explorecairnsGBR #summergreat #thisisqueensland #seeaustralia
From where we’d rather be🛁✨ As we’re sure you’re already aware, @tropicalnorthqueensland is home to some pretty monumental mountains 🌄🌿 But #MountMulligan is definitely one of the most paparazzi-worthy 📸🤩 Tucked away in her giant shadow is the breathtaking @mountmulliganlodge 😍 With stunning scenery & luxury living you’ll never want to leave 🌅🙏
​📸 @jamesvodicka #exploreTNQ #explorecairnsGBR #summergreat #thisisqueensland #seeaustralia
Chasing a scenic spot to relax & recharge? 🤔 We know just the place! 🙌 Say hello to the stunning beachside village where luxury & relaxation reign supreme ☀️🍹 After innovative dining? Try @nunurestaurant 🥭🌺 Beachfront spa? @alamandaspapalmcove 🏝🧖‍♀️ Or maybe you want to discover #PalmCove’s colonial charm 🌸 Then stay the night at @reefhousepalmcove 🐚✨
​📸 @exploreshaw #exploreTNQ #explorecairnsGBR #summergreat #thisisqueensland #seeaustralia