Queensland begins tourism image review
Posted by editor (editor) on Nov 19 2009
2009 >>

Queensland could potentially get a new brand and logo as Tourism Queensland begins to forge a new global brand for the state, Tourism Minister Peter Lawlor said.

Tourism Queensland was working with regional tourism organisations and Queensland tourism industry representatives to create a new image for Queensland and its destinations.

“In today’s world, tourism is incredibly competitive - not only through the fact that travel is cheaper and easier than ever before - but also because consumer goods are seriously competing with travel for consumer dollars,” Mr Lawlor said.

“Tourists are seeking meaningful and enriching experiences.

“Through its Global Brand Strategy, Tourism Queensland is working with the Queensland tourism industry to ensure Queensland’s destinations and experiences are positioned in a way that connects with the visitors.

“It’s a response to market research and the aim is to present the character and personality of Queensland’s destinations and experiences to meet the needs of holidaying consumers.

“We don’t know what this will be, look like or even sound like yet, we are currently in the consultation phase of the process and the outcome of that will guide the creative and imagery.

“The new Global Brand will result from feedback from Queenslanders and will be something every Queenslander can own.

“We hope to unveil the new approach in mid 2010.”

Mr Lawlor said Tourism Queensland had taken the world by storm this year through its incredibly successful Best Job in the World campaign.

“Global awareness of Queensland is at unprecedented levels,” he said.

“It’s really paved the way for Tourism Queensland’s longer-term global brand strategy.”

Tourism Queensland acting CEO Steve McRoberts said Tourism Queensland’s lead creative agency, CHE Brisbane, had been charged with developing the new global creative concept and was heavily involved in the industry consultation.

“We have been developing this approach over the past 18 months,” he said.

“Under the Global Brand Strategy, Queensland’s key destinations will have their own attributes and personalities strengthened by a common theme which demonstrates they belong to a diverse Queensland ‘family’ of destinations.

“It will set the direction for managing the brand for Queensland and its destinations and define how we communicate the Queensland story exploring new social and digital mediums for connecting with consumers.

“The outcome will be a more holistic approach which allows us to tap into global consumers’ emotional needs.”

Mr McRoberts said the aim was to increase the brand and broaden the audience of Queensland’s brand and the way it was thought of by consumers in Australia and around the world.

“It’s about communicating a clear and consistent tourism message for Queensland,” he said.

“Ultimately it will grow Queensland’s marketshare of tourism visitation and expenditure and increase regional dispersal of visitors within Queensland.”

Mr McRoberts said Tourism Queensland had been marketing Queensland under a destinations-based approach since 1997.

“What our research is telling us is that similar activities appeal to a variety of people for different reasons. It’s important we recognise the underlying feeling consumers are looking for in a Queensland holiday,” he said.

“As part of this new, consumer-needs-driven approach, we have developed four distinct experience themes: ‘islands and beaches’, ‘natural encounters’, ‘adventure’ and ‘Queensland lifestyle’ which capture all Queensland products and destinations.

“These four themes will help give direction to the new global brand.”

Mr Lawlor said tourism was one of Queensland’s largest export earners contributing significantly to the economic and social well-being of the state.

“More than 18 million visitors travelled to Queensland and spent approximately $18.6 billion on their visit to Queensland in the year ended June 2009.

“Tourism Queensland is leading this process to address the challenges presented by the volatile global environment and to continue to secure benefits for the Queensland tourism industry,” he said.

Last changed: Nov 19 2009 at 10:04 AM