REALISING OUR VISION
Inspiring the world to experience the best address on earth
OUR BRAND, OUR QUEENSLAND
Our brand is how we present Queensland to the rest of the world. It’s who we are. The reason we exist. And by ‘we’, we mean the Queensland tourism industry collectively. We’re all faces of the Queensland story and that’s why it’s so important that our brand vision is something we can all get behind, believe in and share.
The resources available for download in this section, outline our exciting new direction for Queensland, one which gives us the opportunity to reframe our quintessential Queensland life.
The objective of this creative evolution is to grow Queensland share of Overnight Visitor Expenditure. We aim to achieve this by ensuring Queensland is top of mind and shifting those intending to visit Queensland to actually visiting via a conversion focused approach to Queensland marketing.
This new creative platform is designed to take Queensland forward globally for multiple years. There will be new and existing imagery used as part of the creative platform and industry will be able to leverage Queensland’s activity and have access to the creative assets.
WHO WE’RE TALKING TO – THE CUSTOMER
TEQ targets domestic travellers who will generate a disproportionate share of OVE for Queensland. Those identified as High Value Travellers (HVT’s) engage in domestic leisure travel, spend more time than the average traveller on leisure trips, and are aligned to Queensland’s competitive offering, indicating they are interested in having the types of leisure experiences Queensland has to offer.
In international markets, TEQ currently targets Experience Seekers. This segmentation is however currently under review by Tourism Australia (TA) and TEQ with a view to adopting our HVT approach in all TEQ source markets.
For more information about the Domestic High Value Traveller click here.
Source: High Value Traveller research commissioned with BDA Marketing Planning, 2017