Creative Toolbox
Townsville Region Creative
Townsville. North Queensland. Life in the Tropics.
The branding that incorporates the tag line 'Life in the Tropics', establishes the proposition that Townsville is a fun city in the tropics of North Queensland. The word "Life" has been chosen to express the image that the Townsville region is alive with things to see and do. It also promotes the perception that life in the Townsville region is what 'Life in the tropics’ is really all about - fun, sun, sea, sand, reef and rainforest. The branding is extendable across many industries in addition to tourism including local government, civic and special interest groups, retail, entertainment and development agencies.
In addition to the 'Townsville, North Queensland, Life in the Tropics' branding, the tag line can also be adapted for use by other sub-destinations of the region as follows:
- Magnetic Island, North Queensland, Island Life in the Tropics
- Charters Towers, North Queensland, Heritage Life in the Tropics
Key logo colours of blue and green have been chosen to represent the tropics. The fonts and logo have been updated to reflect a modern and contemporary style, reflecting the personality of the region being:
- Tropical
- Diverse
- True Blue - Friendly Australian Character
- Unspoilt/Natural
- Outgoing/Carefree
- Warm, Friendly
- Adventurous
- Natural
- Vibrant
The logo design & palm tree device has been chosen for its iconic representation of North Queensland & ‘Life in the Tropics’. It reflects the image & personality of the destination.
The new destination logo design, brand and cooperative advertising creative has been developed to leverage the Queensland umbrella brand - Brand Queensland under the successful Where Else but Queensland theme. Where Else but Queensland has high recall and association with good memories and positive images in the marketplace. Intensive market and consumer research has illustrated this and guided Tourism Queensland to continue to use this successful theme, working to maximize its full potential. By adapting the ‘Where Else’ suite of creative tools Townsville is able to:
- Minimise both risk and investment in developing new brand communication linked to the proven successful ‘Where’ concept
- Establish a clear compelling selling proposition for the destination within the ‘Where else…’ framework
- Capitalise on the high awareness and continuing marketing investment behind ‘Where Else but Queensland’
- Assist North Queensland to grow valuable brand equity across potential growth markets of Brisbane, Sydney & Melbourne
