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

@portdouglasdaintree really is paradise 😍🌴 With delicious dining options, spas galore & incredible shops, tours & activities you’ll never be short of something to do while you spend time in #PortDouglas 🌺⛵️ But you don’t have to do anything at all to enjoy your time - just check in to one of the town’s luxurious resorts for the perfect flop & drop holiday 🧘

📸 @braedanlovett #explorecairnsGBR #exploretnq #seeaustralia #thisisqueensland
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 @tanksartscentre & some epic walking trails 🥾🎭

📸 @taegs_takes_photos #explorecairnsGBR #thisisqueensland #seeaustralia #exploretnq
Today we celebrate National Reconciliation Week 👣🌴

This is a time for everyone to learn about our shared histories, cultures, achievements, and to explore how each person can contribute to achieving reconciliation in Australia through this year’s theme “Be a Voice for Generations” ❤️🖤💛

#exploreTNQ #explorecairnsGBR #NRW2023
They don't call it #EmeraldCreekFalls for nothing 💚🌿 With tumbling waters, giant granite boulders & placid pools, plus some epic walking trails, there’s no better waterfall to spruce up your insta feed 😍 Head off for an hour long drive along the Kennedy Highway towards Mareeba to get to this sensational spot 🚙 Don't forget to stop in for a cold treat at  the Emerald Creek Ice-creamery while you're there!🍦

📸 angel_wildlife #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #northerntablelands
Feel on top of the world? 🌴🌄 Try hiking to the summit of #WalshsPyramid in Wooroonoonran National Park ⛰This epic hiking trail will take you around 3-4 hours return, but the panoramic views at the top are worth every step 👣 The best time to go? Start your trip early while the weather is nice and cool 🌤

📸 @all.about.adventure #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia #southerncairns
Welcome to the oh-so-sweet Great Barrier Reef Drive 🚙 Winding between #Cairns and @portdouglasdaintree, this epic drive offers incredible views of two world heritage icons 🌿🐠 Gear up to explore spectacular coastline, secluded beaches, charming holiday towns & ancient rainforest 🦋🐚

📸 @jaydenw.illiams #exploreTNQ #explorecairnsGBR
There really is something for everyone to enjoy in Tropical North Queensland! Where will you explore next? 🙌🌴

📸 @eurthestudio #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia