Snapshot

Brand Overview

Destination Positioning Statement

"Queensland's Outback offers visitors the opportunity to experience the real Australia and its natural beauty, history, colorful characters, lifestyle and adventure in a way that is easy and safe."

Main Appeals and Attributes

Vastness, wide open spaces
Friendly, welcoming people & colourful characters
Natural environment
Wildlife
Relaxed and casual lifestyle
Outdoor adventure
Historical sites & birthplace of Australian icons
World-class fossil sites

Target Market

Primary

Midlife and older households (45 years and over) from all regions, income of $50,000 per annum or less, travelling to escape the grind and discover the outback at their own pace. Enjoy rest, relaxation and sightseeing. Visiting friends and relatives are of interest.

Secondary

Younger couples and families (25-45 years) form Brisbane, South East and North Queensland, income of $50,000 per annum or less. Fly and drive, 4WD adventures, camping and fishing. Travelling to escape the grind and discover the outback at their own pace, enjoy rest, relaxation and sightseeing.