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Queensland Premier Anna Bligh and the Minister for Tourism, Peter Lawlor unveiled Tourism Queensland’s first global tourism brand. The Premier said the $4.16 million investment would centre on the new brand – Queensland, Where Australia Shines.
"Queensland, Where Australia Shines captures the essence of Queensland – a beautiful Australian holiday destination, with unforgettable experiences and shining Queenslanders themselves.
"Queensland, Where Australia Shines shows visitors that Queensland is the Australian holiday destination where they too can shine and escape the pressures of everyday life."
Ms Bligh said the two-year $4.16 million investment includes:
- a photo and film shoot of over 70 Queensland destinations which generated more than 500 new images and 32 hours of destination footage;
- a global social media campaign which will launch in coming weeks;
- industry and consumer consultation;
- new online and social media tools such as the updated Queensland Holidays website and Queensland Facebook page;
- the roll-out of the new brand platform through Tourism Queensland’s key international markets; and
- the development of regional marketing brands for Brisbane, Gold Coast, Sunshine Coast, Whitsundays and Tropical North Queensland in addition to the Queensland brand.
The Premier said the unique positioning of Queensland, Where Australia Shines had been validated by extensive consumer research and industry consultation.
"Tourism Queensland asked over 6000 Australians their views on holidays and destinations in Queensland," she said. "Queensland, Where Australia Shines is something every Queenslander can own through their own shining moments and has enormous potential well beyond tourism. It’s been 12 years since Tourism Queensland last launched a new brand under the theme of Where Else But Queensland, which served us well," she said. "But research has shown it’s time for a change. Feedback from our tourism industry, both in Australia and overseas is that they love the new brand and we are sure Queenslanders will as well, as they more than anyone know that Queensland is where Australia shines."
The Minister for Tourism, Peter Lawlor said Tourism Queensland’s iconic ‘Q’ logo had also been updated to make it more contemporary.
"Around 122,000 Queenslanders are directly employed in tourism with a further 100,000 employed indirectly.
"Queensland, Where Australia Shines is a brand that will resonate with Australian and international visitors. This brand will enable our tourism industry to develop more effective marketing activities based on what visitors want and need from their Queensland holiday."
"The way we communicate has changed enormously in 12 years; growth of the internet, online media and social networking makes it nearly impossible to maintain separate ‘domestic’ and ‘international’ brands."
New marketing brands for five major Queensland destinations – Brisbane, Gold Coast, Tropical North Queensland, Sunshine Coast and The Whitsundays will also be launched in the coming months.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
