Tourism Queensland has launched a new international brand ‘Queensland, Where Australia Shines’, the state’s first global tourism brand on the back of the successful ‘Best Job in the World’ campaign which attracted international attention.
Queensland Premier Anna Bligh and the Minister for Tourism, Peter Lawlor yesterday unveiled Tourism Queensland’s international brand ‘Queensland, Where Australia Shines’, replacing the 12 years old ‘Where Else But Queensland’ campaign.
“The enormous success of Tourism Queensland’s Best Job in the World campaign showed us the power of a global message and the new Queensland brand will help us increase our global reach.” said Premier Bligh.
“Feedback from our tourism industry, both in Australia and overseas is that they love the new brand and we are sure Queenslanders will as well, as they more than anyone know that Queensland is where Australia shines.”
The Premier said the unique positioning of Queensland, Where Australia Shines had been validated by extensive consumer research and industry consultation and will be backed up a with $4.16 million investment.
“Tourism Queensland asked over 6000 Australians their views on holidays and destinations in Queensland,” she said.
“Queensland, Where Australia Shines is something every Queenslander can own through their own shining moments and has enormous potential well beyond tourism.”
The Minister for Tourism, Peter Lawlor said around 122,000 Queenslanders are directly employed in the tourism industry.
“Queensland, Where Australia Shines is a brand that will resonate with Australian and international visitors. This brand will enable our tourism industry to develop more effective marketing activities based on what visitors want and need from their Queensland holiday.”
Peter Lawlor then attributed some of the motivation for the new international brand for Tourism Queensland to the growing international reach of social media online.
“The way we communicate has changed enormously in 12 years; growth of the internet, online media and social networking makes it nearly impossible to maintain separate ‘domestic’ and ‘international’ brands.”