Brand overview

What is Brand Queensland?

Brand Queensland is the way we portray what is special about Queensland’s destinations and experiences to our markets - both domestic and international. In presenting Brand Queensland our creative always reveals the following:
  • The image of Queensland is all about looking and feeling fresh, with confidence, style and personality that reflects the modern, progressive Queensland of today.
  • The aim is to show and tell the world that there’s more to Queensland than people realise, that there’s exciting new and unique experiences, along with the things they know and love.
  • Queensland’s Brand Personality is: vibrant, warm, friendly, fun, energetic and colourful, Australian but with a distinctly Queensland style.
  • Brand Queensland advertising is based on uniqueness and warmth, which is refl ected in the use of imagery, colour palette and tone of copy.
  • Brand Queensland encapsulates the essence of Brand Australia in the international markets. We share the Australian Brand Values - inclusive, irreverent, optimistic, welcoming, grounded, original, fair dinkum - and present them in our own unique Queensland way.

Brand Queensland Creative Elements

The "Where else but Queensland" campaign is Queensland’s overarching Brand message which has been consistently marketed by Tourism Queensland since 1998. The refreshed brand creative and new brand strategy was launched in February 2007, designed to take Queensland marketing into the future.

Brand Queensland has developed key creative elements that are unique and must only be used for the Brand Queensland message. The creative elements are not to be used in conjunction with other international campaigns or brands.
  • The reveal device is designed to raise curiosity, create interactivity, answer the communication in the headlines and give meaning to the ‘where else’ positioning. The reveal device is to be used by Tourism Queensland only, in Queensland brand and marketing activity.
  • Where statement. Ideally every headline under Brand Queensland starts with a "Where". It can be a question, a statement, a witty observation or just plain matter of fact. The relevance of the Where headline
    in Brand Queensland advertising is that it is always answered by the "Where else but Queensland" logo.Refer to Brand Queensland guidelines for more information.

Queensland & Its Destinations

As well as marketing Queensland under the "Where else but Queensland" campaign, Tourism Queensland, in partnership with the Regional Tourism Organisations (RTOs), markets key Queensland destinations in the
international marketplace. Each international market has different destination priorities, however following is an example flow chart of the key destinations for the USA market:

Qld Destinations

Islands of the Great Barrier Reef campaign and Brand Queensland

Tourism Queensland, in partnership with RTOs and industry, has developed three new international marketing campaigns designed to tell a new story to our key international markets.


The Islands of the Great Barrier Reef is one of these campaigns that has been developed to:

  • Reinvigorate the Islands of the Great Barrier Reef as a key point of difference in the international marketplace
  • Build upon the strength of the Islands of the Great Barrier Reef by highlighting different aspects of the reef experience
  • Create a defined product in the minds of international consumers
  • Coordinate marketing activity under a single campaign to provide strength and cohesion in the marketplace

Brand Qld and the Int Marketing Campaigns

When to market under Islands of the Great Barrier Reef campaign

  • Brand Queensland continues to be our core international marketing umbrella brand. The IGBR campaign is only to be used when we are co-operatively marketing a group of ‘like experiences’ as defi ned in the following IGBR product inclusion criteria:

- Based on an island situated within the Great Barrier Reef
- Services one or more islands situated within the Great Barrier Reef
- Takes visitors to the Great Barrier Reef

Marketing Islands of the Great Barrier Reef with other destinations

  • It is important that when marketing Islands of the Great Barrier Reef in conjunction with other experiences/destinations, those other experiences/destinations are clearly identified as sitting separately to IGBR. Eg. Islands of the Great Barrier Reef + Cairns.