Brand Overview

Change Your Latitude

Brand Overview

Tourism Queensland (TQ) and Tourism Tropical North Queensland (TTNQ) have undertaken a brand review, which will be featured in all activity from March 2007. It is a global brand with applications in both the domestic and international markets.

The campaign defines TNQ as a zone that shifts your emotional space once you cross the latitudinal line of the tropics. The line is depicted in every image, in the form of anything from a boat’s wake to footprints in the sand.

The coordinates of the featured location appear under the line, with an invitation to ‘change your latitude’ and embrace life-enhancing tropical moments.

This Brand Toolbox details the new Tropical North Queensland brand logo and elements, including font, colour palette and graphic elements.

Tropical North Queensland will become the underpinning brand name for the region for both domestic and international markets, with applications internationally adapted to include region or iconic descriptors of Cairns & The Great Barrier Reef.

The Creative Campaign

Change your latitude.

Positioning Statement

Tropical North Queensland is the place to have ‘life enhancing tropical moments’ that will awaken and invigorate your senses like no other holiday experience.

Brand Vision

TNQ is the number one Australian tropical destination. This destination is special, that’s why you will get more out of a holiday in TNQ. It will change the way you feel.

Brand Insight

A ‘life enhancing tropical moment’ in TNQ, emanates from the engagement (be this active or passive) with the region’s unique tropical experiences and how this makes you feel.

Essence

A holiday in TNQ will ‘shift your emotional space’.
Brand Values

• Relationships
  
• Fun
  
• Sustainability
  
• Excellence
  

Brand Personality

Warm, upbeat, relaxed, beautiful, exotic, Australian, colourful, freespirited. Intellectual Property Rights.

The TNQ branding is protected under trademark and copyright law. Use of the branding is only available to financial members of Tourism Tropical North Queensland for the positive promotion of tourism and must be authorised by Tourism Queensland or Tourism Tropical North Queensland.