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.

#ExploreTNQ

#OakBeach really does have the whole package 🌿🐚 Tropical rainforest, white sandy beaches & crystal clear ocean views, check check & check ✅

Once you’re done exploring the beautiful beaches of @portdouglasdaintree, stop in at @thalabeach & go coco-nutty for the view 🌴🥥

We’ll see you there soon, right? 😉

📸 @steve_jl_photography #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
We’re taking the scenic route to #Cooktown, care to join us? ✨ The #BloomfieldTrack is a coastal 4WD track linking Cape Tribulation to Wujal Wujal & Cooktown & is full of spectacular views, creek crossings, secluded beaches, a rainforest archway & incredible wildlife 🦋🍃 

In the wise words of @coastal_drifters … always take the dirt road 🚗
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​#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Your action packed weekend awaits 🙌 It’s been a rough ride lately, but don’t worry, @cairnsadventuregroup is here to help 🛶🌊 If your idea of a fun-filled day includes rushing rapids & getting wet & wild, then #TullyRiver rafting is just the thing to get the adrenaline pumping & liven up your time in @tropicalnorthqueensland 🌿☀️

📸 @phlipvids #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Dreaming of an island escape? ✨🐚 Then @tropicalcoastqueensland is the place for you 🏝 It’s not all about mainland beaches in #MissionBeach ☀️ Just off the coast you’ll find a bounty of breathtaking islands just waiting to be explored 😍 Discover quaint island getaways like this one in your own boat or climb aboard an island tour & discover some unmissable places like @franklandislands ⛵️ 

📸 @no.ninetofive #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Happy Tuesday from our adorable friend Rosie 🥺 Did you know that the red-legged pademelon is the only ground dwelling wallaby that lives in the @wettropicsworldheritage rainforests? 🦘🍃 
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Rosie was rescued in #CapeTribulation & is now having a great time at @daintreeicecream 🍦🌿 (we know we wouldn't mind spending our days with an ice cream company 😉)
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#exploreTNQ ​#explorecairnsGBR #thisisqueensland #seeaustralia
Nestled deep within a 180 million-year-old rainforest, @mossmangorge is the unbelievably beautiful home of the Kuku Yalanji people ✨🌿 Before you explore the pristine waters of the gorge itself, or head off on a cultural experience in the rainforest, take some time to peruse the gallery & sample the local food at Mossman Gorge Centre 🍃🦋
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​📸 @luciemadra #exploreTNQ #explorecairnsGBR #seeaustralia #thisisqueensland
Have you ever dreamed of waking up on a volcano crater?! 🌋 Didn't know it was a thing? Let us introduce @mtquincan on the @athertontablelands 😲☀️ This luxury hideaway is the perfect romantic escape, designed specifically for couples (read, no kids!) 🥰 Each pole cabin features stunning views, fireplaces for those cool hinterland evenings and a double spa. Ahhh, the ultimate romantic trifecta! 💖🔥
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​📹 @phlipvids #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Gooood morning from #EllisBeach ☀️🌴 Who wouldn't mind taking a leaf out of @vanlifestraya's book and waking up here? ☕️ Located only 5mins north of #PalmCove on the #GreatBarrierReefDrive, you'll find the Ellis Beach Oceanfront Bungalows. @vanlifestraya recommend getting here early to secure an unpowered spot at the end right by the beach 🏖 If you're there on a Sunday arvo, pop down to @ellisbeachbargrill dollar oysters & live music 🦪 If not, they're open daily serving delicious meals, coffee & cold drinks of course 🍻
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​#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia