The Brand Story
Queensland, Where Australia Shines
Queensland, Where Australia Shines boldly positions Queensland as the signature Australian experience - a beautiful Australian holiday destination famous for sunshine, but also the shining essence of Queensland's incredible destinations, unforgettable experiences and Queenslanders themselves.
Consumers’ emotional response to the brand
The Queensland brand is about capturing the moments where people shine, and demonstrating how the Queensland experience makes them feel. It’s what we call our ‘shining moments’. Shining moments are an incredible experience that individuals can only have on a Queensland holiday, that they want to write home about.
Target market and consumer insights
The target audience of the Queensland brand wants to slip into holiday mode, putting aside life’s endless ‘to-do list’, to focus on aspects of themselves and their lives that otherwise tend to get pushed aside.
They want to connect with experiences, people, places, even sides of themselves that matter and are more genuine, more authentic.
The main target market segment for the Queensland brand is 'Social Fun-seekers'. Social Fun-seekers look for lots of activity and plenty of people to share the fun with.
Key themes and hero experiences
- Queensland Lifestyle - including food, wine, produce, events, shopping, indulgence and Queensland style
- Islands and Beaches - including reef experiences, water activities, surfing and beach culture
- Natural Encounters - including reef, rainforest, flora and fauna
- Adventure - including outback, theme parks, wildlife parks, adventure activities, sailing and diving
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