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Tropical North Queensland’s new tourism brand has been launched – declaring the region Tropical North Queensland, Adventurous by nature. Tourism Minister Peter Lawlor launched the new brand in Cairns this morning, and said there was nowhere else in Australia that was so undeniably connected with the word ‘adventure’ than Tropical North Queensland.
“Tropical North Queensland offers a holiday adventure in a pristine natural environment,” Mr Lawlor said. “The new brand captures the essence of what sets Tropical North Queensland apart from other destinations, and ensures all the destinations of Tropical North Queensland are represented. The new Tropical North Queensland brand encompasses all the region has to offer visitors and complements Queensland, Where Australia Shines as Tropical North Queensland is where Australia’s adventurous side shines.”
Member for Barron River and Tourism Parliamentary Secretary Steve Wettenhall said Tropical North Queensland had Australia’s best tropical experiences and nature-based adventures.
“The adventures are versatile – whether it’s snorkelling on the world’s largest coral reef; watching exotic wildlife; flying through the rainforest canopy; or taking an Indigenous culture trek,” Mr Wettenhall said. “From Cairns and the Great Barrier Reef, to Port Douglas and the Daintree, Palm Cove, Mission Beach, the Tablelands, Cooktown to Cape York, and the Gulf Savannah region – each of these destinations within Tropical North Queensland are ‘adventurous by nature’. One of the most exciting aspects of ‘Adventurous by nature’ is that it taps into the personality and character of the people of Tropical North Queensland too – their pioneering and adventurous spirit.”
Tourism Tropical North Queensland CEO Rob Giason said the new brand and positioning was developed after extensive research over 18 months with visitors and industry partners.
“Input was sought from more than 6,000 Australians on what they were looking for in a Tropical North Queensland holiday and both organisations worked together extensively to develop the brand strategy, position and creative elements of the new brand,” Mr Giason said. “It reflects the region’s true appeal for our target markets and differentiates the destination from competitors. This region is nature’s paradise, and holidays here allow people to explore their adventurous side. Adventuring deserves rewards, and Tropical North Queensland is unique in offering indulgence and luxury along with amazing nature and challenging adventures. Accommodation from specialist to five-star and tropical dining are some of the counterpoints to the effort and achievement visitors are seeking. In Tropical North Queensland visitors love having encounters close-up with nature, sampling tropical luxury, and sharing the experiences with friends and fellow travellers. Over the past couple of years the tourism landscape has changed, therefore, the way we communicate needs to change to focus on the experiences, the things Tropical North Queensland is known and loved for.”
Mr Lawlor said Tropical North Queensland, Adventurous by nature was more than just a tagline – it set the vision for the region’s tourism future for many years to come. “The strategy incorporates publicity, marketing and promotions that are all aimed at increasing tourism expenditure and visits,” Mr Lawlor said. “This is just another way we are protecting tourism jobs through the good times and the bad.”
For the year ending June 2010, Tropical North Queensland welcomed more than two million international and domestic visitors who spent $2.4 billion. In 2007-08, the local tourism industry contributed $1.3 billion to the Tropical North Queensland economy and the industry directly employed 18,700 people in the region.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
