Brand Overview
Positioning Statement
Brisbane is a modern and diverse subtropical metropolis. Positioned as a 'new world city' it offers visitors 'big city' experiences in a warm, friendly and relaxed environment, with easy access to coastal, island and natural experiences.
Vision
Brisbane offers a modern, contemporary city experience in a relaxed environment.
Brand Attributes
- Shopping
- Restaurants
- Arts and cultural diversity
- Professional sports
- Major events, shows and entertainment
- Professional services
- Natural experiences in Brisbane's Moreton Bay and Islands and Brisbane's Scenic Rim
- Southbank and cultural precinct
- A place for major national/international business and sporting events (Brisbane International Tennis Championship)
- Attractive lifestyle location is South East Queensland Country and proximity to popular coastal regions
- Urban experiences in an appealing climate
Target Market
Social Fun-seeker (Interstate)
The essence of their holiday is having a fun time. While they do a lot of different activities, it's sharing the experience with friends and other holidaymakers that makes the difference.
Connectors (Intrastate)
They see holidays as a chance to connect with the people they care most about. They will often compromise their own preferences in terms of activities to ensure everyone has a good time. It's about what is real and what's important.
For more information about Tourism Queensland's consumer segmentation, please see
here.
