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.  Here is a snapshot of how we communicate the Southern Great Barrier Reef brand to our 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 the Southern Great Barrier Reef.

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 joint TEQ and regional tourism organisation campaigns and advertising opportunities for your destination.

Image library 

If you are a tourism or events industry professional, a member of the media or anyone seeking professional images for use in the positive promotion of Queensland, you are eligible to use the 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

Destination Specialist

Tourism and Events Queensland
Maria Bartlett

Phone: 07 3535 5614