Snapshot

Brand Overview

Destination Positioning statement

Brisbane is a modern and diverse subtropical metropolis. As Queensland’s capital city, Brisbane offers visitors a stimulating city experience in a warm, friendly and relaxed environment, complemented by its coastal and country regions.

Main Appeals and Attributes

For the intrastate market:

a place for entertainment
shopping
restaurants
arts
cultural diversity
professional sports
big shows & entertainment
professional services

For the interstate markets:

a place for major national/international sporting events
location in South East Queensland and proximity to popular coastal regions

Target Market

Primary Market

For Brisbane City:
Mid-life household couples and older households for regional Queensland and northern NSW with a household income of $60,000+.

For Greater Brisbane (including Moreton Bay and Islands):
Mid-life household couples and older households from Brisbane with a household income of $60,000+.

Secondary Market

Mid-life household couples and families, young couples and singles from Sydney, Melbourne and other Queensland areas with a household income of $60,000+.

Consumer Insight

Brisbane offers the visitor a 'big city' experience, which includes shopping, dining, nightlife, services, culture, events and festivals and is an attractive and diverse destination.