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

#ExploreTNQ

Views from the top of Mount Tyson in Tully Gorge National Park 🌿✨

🎥 @rollwithbeck #exploreTNQ #explorecairnsGBR #cassowarycoast
Some say these guys are the lego of the ocean, we say stonefish are just masters of disguise…just don’t step on them 🐠

🎥 @pablocogollos_photography #exploreTNQ #explorecairnsGBR
Forget flop & drop island holidays, set your alarm and catch the sunrise from the hilltops 😍✨

📍 Cooks Lookout, Lizard Island

🎥 @ashleighbridget #exploreTNQ #explorecairnsGBR #CapeYork
Welcome to the tropics, enough said, just watch 😉🦋

🎥 @cairns_tours #exploreTNQ #explorecairnsGBR
Come with us on an outback adventure to @cobboldgorge 🧡🌴 #exploretnq #explorecairnsgbr #gulfsavannahoutback
You might be surprised to find out that #GreenIsland is actually a sand cay! This means the island gradually grew over the past 6000 years or so as the ocean collected sand, rubble and other reef debris into a pile that later grew plant life and began it’s journey to being one of our favourite tropical islands 🪸🏝️

🎥 @greatadventurescruises #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
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