Snapshot

Brand Overview

Destination Positioning Statement

"Central Queensland is an unique Queensland holiday destination where you'll meet real, down-to-earth people where the attractions remain unspoilt."

Main Appeals and Attributes:

Real, authentic, down-to-earth people
Accessible
Unspoilt
Unpretentious
Friendly and social
Relaxed and peaceful
Quiet and laid-back
Adventure and discovery

Target Market

Primary Market

Couples and family groups, 35 years and over, from South East QLD (including Brisbane) and Northern NSW, with an average household income of $35,000 per annum. Their key motivation is escaping the grind, they traditionally enjoy touring around by car and discovering things at their own pace. Rest and relaxation, social activities, sightseeing, gardens and parks are of interest.