Islands of the Great Barrier Reef Campaign Overview
The Great Barrier Reef is undoubtedly one of Australia and Queensland’s greatest tourism assets. Now, there is a chance to reinvigorate its positioning by introducing a new and exciting approach to experiencing the reef.
You don’t truly experience something until you immerse yourself in it. So, the Islands of the Great Barrier Reef brand inspires visitors to not only visit the reef but really immerse themselves in an experience above the reef.
Through a combined marketing initiative, we aim to immerse everyone in the world’s greatest reef experience.
- The Creative Campaign
It's because the Island of the Great Barrier Reef are acutally on the reef, you truly get to live the experience.
- Campaign Headline Option
Life Above the Great Barrier Reef (market specific headlines will be developed as required).
- The Tone of Voice
Fresh, inspiring, exotic, immersive, magical, explorative and involving.
- Brand Personality
Australian, unique, vibrant, relaxed, warm and friendly, down to earth and stylish yet casual.
- The Toolbox
The Islands of the Great Barrier Reef toolbox provides downloadable logos, fonts, colour specifications and brand application examples.
- Intellectual Property Rights
The Islands of the Great Barrier Reef creative devices are protected under trademark agreement and are only available to Tourism Queensland staff members or industry partners for the positive promotion of tourism. Use must be authorised by Tourism Queensland.
