Snapshot

Brand Overview

Queensland, Where Australia Shines is Queensland’s first global tourism brand platform and introduces a new long-term vision for Queensland as a tourism destination. It’s a new way of communicating everything Queensland has to offer our visitors. The new brand creative features a powerful new tagline Queensland, Where Australia Shines and refreshed logo.

Queensland, Where Australia Shines is not just a tagline however - it is a multi-faceted long-term strategy for Queensland’s tourism future. The new brand campaign is the result of a shift in Queensland’s marketing approach focusing on the tourism experience and the consumer’s emotional response rather than Queensland’s attributes. This approach gives Queensland a competitive edge. Four key themes have been developed to promote Queensland’s tourism product experiences - Queensland Lifestyle; Islands and Beaches; Natural Encounters; and Adventures.

The Vitamin Me domestic campaign is the latest evolution of the Queensland brand and brings to life our promise that Queensland is Where Australia feels most alive. Vitamin Me is a powerful natural elixir that results from a Queensland holiday – it’s a remedy for the pressures of daily life, it’s in unlimited supply and Queensland has the highest concentrations on earth.

Target Markets

Social Fun-seeker (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.

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.

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