Southern Great Barrier Reef

Where great begins

During key periods throughout the year, Tourism and Events Queensland (TEQ) conducts advertising campaigns to promote Queensland’s destinations. This is a snapshot of how TEQ communicates the Southern Great Barrier Reef brand to domestic target markets. 

Brand positioning 

Core promise - what we promise our destination brands will deliver to visitors

Feel the awe of discovering a stunning, secluded reef that's within reach.

Brand personality - how our destination brands are portrayed, based on human characteristics

Down to earth/real, nature lover, well travelled/less mainstream, friendly, adventurous (soft adventure).

Brand values 

Pride in Queensland, authenticity, hospitality, respect for nature, genuine desire to share our story and passion for SGBR.

Domestic target markets

The target market for Southern Great Barrier Reef campaigns is the 'Connector' market. For Connectors, holidays are about bonding with family and friends.  

Destination consumer logo 

SGBR Destination consumer logo

TEQ and RTO campaigns 

Find out about upcoming campaigns and advertising opportunities coordinated by TEQ and Gladstone Area Promotion Ltd for your destination.

Image library 

If you are a travel, tourism or events industry professional, a member of the media or someone seeking professional images for use in the positive promotion of Queensland, you are eligible to use the TEQ image library. There are thousands of high-resolution images which are easy to search and download, including free generic images. Search the image library

TEQ contact person

Marketing Specialist, Southern Great Barrier Reef

Tourism and Events Queensland
Julia Pavey

Email: julia.pavey@queensland.com
Phone: +61 7 3535 5482