Snapshot

Brand Overview

Destination Positioning Statement

"The Townsville, North Queensland region is an Australian tropical holiday destination offering a relaxing combination of city life, natural heritage, rainforest, tropical island and reef experiences".

Main Appeals and Attributes:

Tropical weather and lifestyle
Proximity to the Great Barrier Reef and islands
Abundant World Heritage, National Park and rainforest attractions
Proximity to the Queensland Outback and North Queensland attractions
Accessibility and affordability
Facilities and services of a major regional city center

Target Market

The destination positioning process involves identifying target markets and developing an advertising message that appeals to these markets and encourages them to holiday in the Townsville region.

The Townsville, North Queensland, Life in the Tropics communication message has been created to appeal to the following target markets.

Primary Markets

Self Drive
This market encompasses midlife households and older couples from regional Queensland and Brisbane who take driving holidays through out Queensland. They travel by either private or rented vehicle and, in many cases, the Townsville region is not the final destination, but a stopping off point on their touring holiday through Queensland.

Travel for a Purpose
This market encompasses regional Queensland (within a 400km radius of Townsville plus Mt Isa) families and couples whose travel into the region is for the purposes of dining, shopping, health, education, business, entertainment or festivals and events.

Secondary Markets

Visiting Friends and Relatives
This market is defined as couples and families from regional Queensland, and East Coast Australia whose travel is primarily to visit friends or relatives. These travellers do not generally stay in commercial accommodation houses but with friends and relatives and either fly or drive.

Other Markets

The strategy also addresses other markets including:

Domestic international travellers (ie backpackers who travel from Sydney and Melbourne)
Business travellers from East Coast Australia who fly or drive into the region
Regional Queensland families (from outside the 400km plus regional radius and South East Queensland) who fly or drive
Seniors/retiree market who rail, fly or drive into the region