Queensland Launches new global tourism brand

Queensland Premier Anna Bligh and the Minister for Tourism, Peter Lawlor have unveiled Tourism Queenslandâs first global tourism brand.
The Premier said the $4.16 million investment would centre on the new brand â Queensland, Where Australia Shines, stating that the brand âcaptures the essence of Queensland - a beautiful Australian holiday destination, with unforgettable experiences and shining Queenslanders themselves.
âQueensland, Where Australia Shines shows visitors that Queensland is the Australian holiday destination where they too can shine and escape the pressures of everyday life.�?
Premier 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 Queenslandâs 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, adding âTourism Queensland asked over 6,000 Australians their views on holidays and destinations in Queensland.
âQueensland, Where Australia Shines is something every Queenslander can own through their own shining moments and has enormous potential well beyond tourism.�?
�?Itâs been 12 years since Tourism Queensland last launched a new brand under the theme of Where Else But Queensland, which served us well ⦠but research has shown itâs time for a change.�?
âFeedback 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 Queenslandâs iconic âQâ logo had also been updated to make it more contemporary.
âAround 122,000 Queenslanders are directly employed in tourism with a further 100,000 employed indirectly.
âQueensland, 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.�?
âThe 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 âdomesticâ and âinternationalâ brands.�?
New marketing brands for five major Queensland destinations â Brisbane, Gold Coast, Tropical North Queensland, Sunshine Coast and The Whitsundays will also be launched in the coming months.
Queenslandâs new branding marks the beginning of a renewed focus on tourism in Queensland, according to peak national body, Tourism & Transport Forum (TTF).
TTF Managing Director Christopher Brown said the brand will help to reinvigorate Queensland as a prime tourism destination, stating (this) marks the start of the Queensland tourism fight back - after two years of job losses and business failures.
âThe new campaign is a bright, dynamic vision of Queensland, designed to showcase Queensland as Australia's holiday home.
âPremier Bligh has committed herself to a personal crusade to drive local and international tourists back to the sunshine state, using her speech to remind us that Queensland tourism alone employs five times more people than the Queensland coal industry and four times the national car industry.�?
TTF

http://www.tq.com.au/about-tq/tq-brand/tq-brand_home.cfm