Snapshot

Brand Overview

The Mackay region is now marketed under the Queensland Brand umbrella.

Queensland Brand Overview

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!

Target Market

Primary Market - Connectors (Intrastate)

They see holidays as a chance to connect with the people they care most about. They will often compromise their own preferences in terms of activities to ensure everyone has a good time. It's about what is real and what's important.

Secondary Market - Social Fun-seekers (Interstate)

The essence of their holiday is having a fun time. While they do a lot of different activities, it's sharing the experience with friends and other holidaymakers that makes the difference.

For more information about Tourism Queensland segmentation, please see here.