Campaign Overview

The Great Sunshine Way campaign:

The Great Sunshine Way international marketing campaign aims to increase the saleability and appeal of Southern Queensland by packaging it appropriately to meet the needs of an international consumer, highlighting the best offerings of the region and effectively linking the various experiences and destinations. The Great Sunshine Way affords wholesalers and inbound tour operators the ability to package tourism product relevant to their market and sell it under a well defined, single branding proposition that is internationally relevant and desirable. The Great Sunshine Way offers a new, distinctive and compelling story angle for international media.

The Great Sunshine Way coordinates international marketing activity under a single campaign to provide strength and cohesion in the marketplace, and allows individual operators to link to an established brand concept. As a Tourism Queensland International Marketing Campaign, The Great Sunshine Way campaign should always be executed under the Queensland Where Australia Shines brand.

Campaign Headline
The campaign headline can be illustrated as a standard brand headline in executions or as one of the created devices as show in the style guidelines.

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

Intellectual Property Rights
The Great Sunshine Way 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.