Campaign Overview

Southern Queensland is a region rich in tourism experiences and varied landscape offering a mis of cities, coast and hinterland, Southen Queensland incompasses the regions of Brisbane, Gold Coast, Sunshine Coast, Fraser Coast and the surrounds of Southern Queensland Country.

The opportunity exists to repackage the sights and experiences of the region by introducting a new and exciting approach to experiencing the Southern Queensland region.

TGSW cohesively presents the regions of Southern Queensland and offers international travellers a new touring experience.

What makes TGSW unique is the breadth of experiences on offer. Encompassing nature, adventure, luxury, city life and fun holiday themes, the region includes breathtaking natural places, cosmopolitan cities and warm weather. The campaign reminds people that this is one of the most enticing holiday destinations in Australia.

The campaign uses a sun to mark the time of day on a sundail. This reinforces that the days here are filled with plenty of warm weather and many hours of sunshine. But it's the magnificent pictures of this campaign that provides the real draw card for people to experience 'everything under the sun' throughout TGSW.

Campaign Headline

Each headline is a snap shot in time. The time stamp in the headline captures another discovery made by a visitor to the reion. The time stamp also ties in with the visual of the sundial, representing that there is always time for a new experience or a new encounter, along TGSW.

Tone of Voice

Warm, inviting, enticing, inspiring, relaxed, natural, captivating, engaging.

Brand Personality

Adventurous yet laid back, warm and friendly, welcoming, vibrant, tranquil, distinct.

The Toolbox

TGSW toolbox provides downloadable logos, fonts, colour specifications and brand application examples.

Intellectual Property Rights

TGSW creative devices are only available to Tourism Queensland staff members or industry partners for the positive promotion of tourism. Use must be authorised by Tourism Queensland.

For more information about the Great Sunshine Way and how to be involved download the following documents.