Far Northern ad campaign wins swag of awards
Published Friday, 05 October, 2007 at 12:00 AM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
Far Northern ad campaign wins swag of awards
A marketing campaign promoting the Far North to tourists has won recognition in 20 categories at the Brisbane Advertising and Design Awards, Tourism Minister Desley Boyle says.
“The Change Your Latitude campaign promotes our latitude in the tropics and the great climate and natural environment that comes with our location,” Ms Boyle said.
“It uses amazing images of the Far North, including the Great Barrier Reef and the rainforest, sitting on the tropical latitudinal line.”
Ms Boyle said the Change Your Latitude campaign received awards in categories including Print, Outdoor, TV and Cinema, Mixed Media, Art Direction, Creative Imaging, Cinematography and Sound Production. The campaign also received Best Of Show for the most outstanding entry of the year, account service team of the year and client of the year.
“Tourism Queensland worked in partnership with Tourism Tropical North Queensland and advertising agency cummins&partners on the campaign.
“This campaign has hit the mark and I congratulate everyone involved,” Ms Boyle said.
“The Change your Latitude campaign was launched in March this year and is aimed at positioning the Far North as the number one Australian tropical destination.
“Ads are running on billboards and TV, in magazines and newspapers and online, targeting Sydney, Melbourne and Brisbane, as well as the key international markets of Japan, the USA and UK, Germany and New Zealand,” Ms Boyle said.
Tourism Queensland Executive Director of Marketing Steve McRoberts said the new Tropical North Queensland - Change Your Latitude branding followed extensive consultation and collaboration with the local tourism industry.
“Tourism Queensland, Tourism Tropical North Queensland and the Cairns Port Authority started a review in early 2005 to evaluate the relevance and appeal of the former brand, destination name and associated marketing,” Mr McRoberts said.
“Since 1997, the region has been positioned in the domestic leisure market as ‘Tropical North Queensland, Where Rainforest meets the Reef’.
“On the international stage, branding consisted of ‘Cairns and the Great Barrier Reef Region’,” he said.
“Through the process of the review, Tourism Queensland identified the need for one global destination brand with research strongly suggesting that the word ‘tropical’ was key to attracting both international and domestic recognition.
“It was agreed that Tropical North Queensland would become the underpinning brand name for both international and domestic markets, with the logo adapted internationally to include the iconic Cairns and Great Barrier Reef,” he said.
The Change Your Latitude website is at www.changeyourlatitude.com.au.
Ends
Note for media: Images and the TV ad can be downloaded.
Media contacts: Minister Boyle 3224 2004, Tourism Queensland 3535 5010
5 October 2007
A marketing campaign promoting the Far North to tourists has won recognition in 20 categories at the Brisbane Advertising and Design Awards, Tourism Minister Desley Boyle says.
“The Change Your Latitude campaign promotes our latitude in the tropics and the great climate and natural environment that comes with our location,” Ms Boyle said.
“It uses amazing images of the Far North, including the Great Barrier Reef and the rainforest, sitting on the tropical latitudinal line.”
Ms Boyle said the Change Your Latitude campaign received awards in categories including Print, Outdoor, TV and Cinema, Mixed Media, Art Direction, Creative Imaging, Cinematography and Sound Production. The campaign also received Best Of Show for the most outstanding entry of the year, account service team of the year and client of the year.
“Tourism Queensland worked in partnership with Tourism Tropical North Queensland and advertising agency cummins&partners on the campaign.
“This campaign has hit the mark and I congratulate everyone involved,” Ms Boyle said.
“The Change your Latitude campaign was launched in March this year and is aimed at positioning the Far North as the number one Australian tropical destination.
“Ads are running on billboards and TV, in magazines and newspapers and online, targeting Sydney, Melbourne and Brisbane, as well as the key international markets of Japan, the USA and UK, Germany and New Zealand,” Ms Boyle said.
Tourism Queensland Executive Director of Marketing Steve McRoberts said the new Tropical North Queensland - Change Your Latitude branding followed extensive consultation and collaboration with the local tourism industry.
“Tourism Queensland, Tourism Tropical North Queensland and the Cairns Port Authority started a review in early 2005 to evaluate the relevance and appeal of the former brand, destination name and associated marketing,” Mr McRoberts said.
“Since 1997, the region has been positioned in the domestic leisure market as ‘Tropical North Queensland, Where Rainforest meets the Reef’.
“On the international stage, branding consisted of ‘Cairns and the Great Barrier Reef Region’,” he said.
“Through the process of the review, Tourism Queensland identified the need for one global destination brand with research strongly suggesting that the word ‘tropical’ was key to attracting both international and domestic recognition.
“It was agreed that Tropical North Queensland would become the underpinning brand name for both international and domestic markets, with the logo adapted internationally to include the iconic Cairns and Great Barrier Reef,” he said.
The Change Your Latitude website is at www.changeyourlatitude.com.au.
Ends
Note for media: Images and the TV ad can be downloaded.
Media contacts: Minister Boyle 3224 2004, Tourism Queensland 3535 5010
5 October 2007