Snapshot

Brand Overview

Target Market

Brand Overview

Destination Positioning Statement

"South East Queensland Country is a refreshing and relaxing short break from city life set amongst picturesque countryside, which is rich in natural attractions and authentic country experiences (antiques and art galleries, history and heritage, wineries and regional cuisine, events and festivals)".

Main Appeals and Attributes:

• Short break from city life
• Beautiful scenery/panoramic views
• Green countryside with rolling hills and mountains
• Natural attractions - National Parks, bushland, rainforest, waterfalls
• Country experiences - antiques and art galleries, history and heritage, wineries and regional cuisine, events and festivals
• Hospitable country character
• Fresh country air

Target Market

Primary Market

Families and couples (35 years and over), short break drive market from Brisbane, with a household income of $70,000+.

Secondary Market

Families and couples (35 years and over) short break drive market from other South East Queensland regions and Northern NSW, with a household income of $70,000+.

Consumer Insight

Looking for a restful and relaxing short break, the opportunity to escape the routine, get away from work and hectic city life, and do something different.