Snapshot

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.

Target Market

Couples aged 45-64 years from Sydney, Melbourne and Brisbane with a household income of $80,000+ pa. This market is howver defined more by attitude than by age. They prefer holidays either as a short break to escape the grind or longer trips that allow them to discover new and interesting things. Although rest and relaxation is important, they also want variety with social activities, restaurants, sightseeing and shopping.