New Tropical North Queensland Branding

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. October 14, 2008

MARCH 19, 2007. Tourism Tropical North Queensland has officially launched the new Tropical North Queensland destination branding, themed Change Your Latitude. TTNQ chief executive officer Rob Giason welcomed the launch as the culmination of at least two years of hard work.

"As a tourism destination our constant challenge is to keep our name alive in the minds of potential travellers within our markets amid all the noise from competing destinations and other discretionary spending options." Mr Giason said. "To succeed we needed an emotionally engaging campaign to define Tropical North Queensland as Australia's number one tropical destination."

"With Tourism Queensland, Cairns Port Authority and the local tourism industry we set off on a journey of research and review to gain insight into current and future consumer demands. I especially thank the Queensland Government and Minister for Tourism, Margaret Keech, for their commitment to the Tropical North Queensland branding process."

"In that process it became clear that holiday-makers today demand an experience rather than simply sightseeing. We defined the essential value of a tropical experience as one which provides visitors with life enhancing tropical moments, those moments that bring with them a subtle but permanent shift in our reality."

All this was considered in the creative development of the new Tropical North Queensland branding. The result is the exciting Change Your Latitude campaign.

"Our most iconic attractions are still the reef and rainforest and our new branding reinforces those, but it also shows the rest of the destination, the accessible outback, indigenous experiences, the Tablelands, Cape York, the Gulf Savannah, Mission Beach, our tropical islands and so much more."

"This campaign encourages people to change their latitude geographically by coming here, but implicit in the message is also the change of attitude that a visit to Tropical North Queensland brings as the destination offers whatever mix of relaxation, adventure, learning and experience our visitors desire," Mr Giason said.

The new branding hit key domestic markets of Sydney, Melbourne and Brisbane this month as the $1.4 million campaign kicks off with television and cinema commercials, billboards and a website the main components, including an online competition (www.changeyourlatitude.com.au). This is the biggest ever integrated campaign for Tropical North Queensland, supported by Tourism Queensland, Cairns Port Authority and industry.

The initial brand awareness phase will be followed up later in the month with a tactical campaign featuring offers from specific Tropical North Queensland tourism product, rolled out in conjunction with Sunlover Holidays and Harvey World Travel.

"Our members and sub-regions are already embracing our new branding and incorporating it into their own promotions. In fact there is an opportunity here for the whole of Tropical North Queensland, not just the tourism industry, to use this branding as a basis from which to build a strong and distinctive regional identity." Mr Giason said.

For further information contact: Helen Laird, Corporate Communications Manager, 4015 1207 or [email protected]