The new brand platform Tropical North Queensland, Adventurous by nature is the result of a shift in Queensland’s marketing approach to focus on the tourism experience and the consumer’s emotional response rather than just focusing on a destinations attributes. The platform profiles the broad spectrum of things to do and different attributes but varies depending on the communication and audience. Key attributes include the Great Barrier Reef, ancient rainforests, tropical tablelands, national parks, Queensland’s laid back lifestyle, real life Outback and Aboriginal and Torres Strait Island cultures.
Tropical North Queensland, Adventurous by nature differentiates Tropical North Queensland from other Queensland destinations. It captures the essence of Tropical North Queensland and repositions Tropical North Queensland
as Australia’s nature-based adventure destination offering the best Australia has to offer in the realm of tropical experiences and nature based adventures. It also signals the evolution of an integrated Queensland brand family and compliments Queensland, Where Australia Shines as Tropical North Queensland is Where Australia Shines for adventure.
The region also adopts a duel brand strategy with Cairns & Great Barrier Reef used as the destination brand outside of Australia. This enables the region to connect with visitor buying reasons by presenting Great Barrier Reef front and Centre.
For detailed information on all of Tropical North Queensland and Cairns & Great Barrier Reef view our Brand Strategy and Style Guide below.
About the Brand Style Guide
The purpose of this guide is to ensure that the visual direction of Brand Tropical North Queensland and Cairns & Great Barrier Reef is maintained to the highest standard. The integrity of the brand relies strongly on the consistent and accurate application of its visual material across all mediums. The aim of this document is to make it as easy and convenient as possible for you to promote the ‘Tropical North Queensland, Adventurous by nature’ brand in your market. It should give you independence and flexibility, so you can appoint designers to do everything from make simple amendments to reproducing work locally.
The guide can be used to simply identify an appropriate logo for an application, to familiarise oneself with the new look or as a definitive guide for designers when producing brochures, advertising, publications and other design work on behalf of Tourism Queensland and Tourism Tropical North Queensland. The guide is broken up into sections that outline the various components of the Brand. The first section gives an outline of Brand Tropical North Queensland, its meaning and key objectives.
Click here to download the Style Guide
Click here to download the RGB Colour Codes