Snapshot

Brand Overview

Destination Positioning Statement:

Queensland is made for holidays. It offers a warm, relaxing, fun, vibrant, energetic and the ultimate pleasure holiday experience, where you have the freedom to do as much or as little as you like and you become the person you’d like to be. When you get home you feel like you have had a holiday, and know you want to return soon!

Main Appeals and Attributes:

World Heritage Listed Great Barrier Reef
Enchanting, magical environment
74 Islands
Abundant water activities
Warm climate
Natural Beauty
Relaxed atmosphere and lifestyle
Range and quality of accommodation

Target Markets

Primary:

Sydney & Melbourne
Mid-life households
(Head of household is 45-64)
No child(ren) under 16
Income $80,000+

Secondary:

Sydney & Melbourne
Mid-life families
(head of household 45-64)
Child(ren) under 16
Income $60,000+

For more information on Brand Queensland, download the Brand Queensland Domestic Blueprint below.

Brand Queensland Domestic Blueprint