A BRAND NEW MESSAGE
Inviting visitors to become fellow custodians of FNQ
A LONG-AWAITED new tourism brand for Cairns and the Great Barrier Reef will be revealed today.
The new branding will focus on everything “great” about the Far North, a message desperately needing amplication as the entire country grapples with the impact of coronavirus.
It is hoped the branding campaign will generate up to $50 million from an estimated $12.5 million in advertising value and $24 million in direct sales.
The new branding is being launched at the Cairns Performing Arts Centre today in front of about 300 guests including Tourism Minister Kate Jones.
EVERYTHING “great” about Cairns and the Great Barrier Reef is the focus of new tourism branding for the region as it grapples with the impact of coronavirus.
The new branding launches today and comes as millions of dollars is about to be spent to remind Australians and overseas tourists about the destination.
The branding launch was planned well before coronavirus and the Chinese tourism trade dried up but Tourism Tropical North Queensland chief executive Mark Olsen said, with the impact of the virus growing, TTNQ would concentrate on working with trade and airline partners to drive sales with a focus on the domestic and drive markets to regain lost visitor spend.
The branding campaign could generate up to $50 million from an estimated $12.5 million in advertising value and $24 million in direct sales.
Under the new branding, “great” is the new buzzword.
Mr Olsen said visitors experiencing the Cairns and Great Barrier Reef destination would discover that the place never left them.
He said visitors would:
■ See great – through remarkable experiences
■ Feel great – through making a genuine connection with the place
■ Leave greater – as a person and by knowing that every visit makes a difference.
The new branding is being launched at the Cairns Performing Arts Centre today in front of 300 members of the region’s tourism and business community, as well as guests Innovation and Tourism Industry Development Minister Kate Jones and Tourism and Events Queensland chief executive Leanne Coddington.
“Experiencing our great, makes visitors greater. From our Great Barrier Reef to our great ancient rainforests and our great indigenous culture, visitors are transformed for life,” Mr Olsen said.
“As local custodians, the tourism industry unlocks the stories behind our place so every visitor feels a deep connection and desire to give back.
“Our brand promise for every visitor to leave as a custodian taps into the mood of the country with Australians having a stronger desire to give back to nature and protect our indigenous culture, a culture which teaches us to respect nature.
“The region’s iconic experiences of the Great Barrier Reef, the world’s oldest rainforest and everyday luxury – whether it’s enjoying tropical food or staying somewhere memorable – will be elevated through the branding.”
Mr Olsen said the region was not just about the muchloved Reef and rainforest.
“This brand will allow us to speak with more confidence about our many experiences, including the Outback and indigenous culture.
“We need the whole community to come on board with this brand promise and will progressively partner with sectors like education and agriculture to bring the story of Cairns and Great Barrier Reef to life throughout the region.”