EXCITING NEW ERA FOR TROPICAL NORTH TOURISM

A new marketing direction for Tropical North Queensland tourism will herald the start of an exciting new era for the region, predicts Tourism Minister Margaret Keech.

Mrs Keech last night said the Beattie Government was delighted to have played a major role in developing the new branding.

“And we will continue to be involved with additional financial support for the roll-out of the campaign from early next year,” she said at a sneak preview of the new campaign at last night’s Tropical North Queensland Tourism Awards in Cairns.

“This is a totally emotionally absorbing and seductive campaign which will redefine what Tropical North Queensland is all about.

“Since 1997, the region has been positioned in the domestic visitor market as Tropical North Queensland, Where Rainforest Meets the Reef.

“This new branding is the result of more than a year’s work by the Beattie Government, through Tourism Queensland and Cairns Port Authority and Tourism Tropical North Queensland.

“The result is a new goal for the Tropical North Queensland industry: to be the number one Australian tropical destination that delivers ‘life enhancing tropical moments’.

“The campaign has been designed to appeal to domestic and international markets.”

Mrs Keech said the campaign would show the Tropical North offers more than just tropical experiences, with reef and rainforest, outback and island experiences also on offer.

“This campaign is not about what a tropical experience is but rather what a tropical experience can do for you – it can offer ‘life-enhancing moments’,” she said.

“The preview of the new branding is the start of the end of a long journey to research, review and develop a new brand presence for the region.

“It is also the start of an exciting new era for the local tourism industry and operators.

“This campaign provides a new direction for increased visitation, growth and expenditure in the Tropical North.”

Mrs Keech said the Beattie Government would be contributing more than $2 million in development and implementation of the project as part of its continuing support of tourism.

Media contact: David Smith 3225 1005 / 0409 496 534