first_imgSource = e-Travel Blackboard: C.F Tourism Queensland has launched their first truly global tourism brand – Queensland, Where Australia Shines.Queensland Premier Anna Bligh said, “Queensland, Where Australia Shines captures the essence of Queensland – a beautiful Australian holiday destination, with unforgettable experiences and shining Queenslanders themselves.”Ms Bligh said the new brand strategy would be backed by a two-year $4.16 million investment, including a global social media campaign, an updated Queensland Holidays website and marketing in key international markets.”It’s been 12 years since Tourism Queensland last launched a new brand under the theme of Where Else But Queensland, which served us well, but research has shown it’s time for a change.”The Premier said the unique positioning of Queensland’s new tourism brand, hasbeen validated by extensive consumer research and industry consultation.”Tourism Queensland asked over 6000 Australians their views on holidays and destinations in Queensland,” she said.”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.”Minister for Tourism, Peter Lawlor said Tourism Queensland’s iconic ‘Q’ logo had also been transformed to make it more contemporary.”Around 122,000 Queenslanders are directly employed in tourism with a further 100,000 employed indirectly.”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.”As part of the new tourism strategy, new marketing brands for Brisbane, Gold Coast, Tropical North Queensland, Sunshine Coast and The Whitsundays will also be rolled out in the coming months.last_img

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