Past Media Releases

A curious new brand brings Townsville North Queensland's tourism alive

12 June 2014

A curious new brand brings Townsville North Queensland’s tourism alive.

A major new marketing initiative has been unveiled for Townsville North Queensland today with the launch of the destination’s new global destination brand – Townsville North Queensland, Alive with curiosity.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said the campaign marked an exciting new chapter for the destination and delivered on the Government’s election promises to grow the tourism industry.

“For the first time in 14 years, Townsville North Queensland will have a new brand to promote the destination’s variety of tourism and event experiences around the world,” Ms Stuckey said.

“Townsville North Queensland is where travellers go to explore, discover, come alive and satisfy their curiosity about the Great Barrier Reef, Magnetic, Hinchinbrook and Palm Group of Islands, World Heritage-listed Wet Tropics, Australian outback, Indigenous culture and history, and world-class events such as the Australian Festival of Chamber Music and Townsville 500.

“The new destination brand captures the essence of the destination’s culture and all it has to offer visitors, complementing and further strengthening Queensland’s tourism brand family, helping to differentiate the destination and provide a focus for future marketing activity.

“The delivery of this new destination brand is a wonderful collaborative effort between Townsville Enterprise Limited (TEL), Tourism and Events Queensland (TEQ) and local industry stakeholders.”

Ms Stuckey said the Government’s 20-year plan for tourism, Destination Success, outlined the need to ensure destination brands emotionally connected with a global audience and grew regional tourism destinations.

“Working together our goal is to double annual overnight visitor expenditure from $15 billion to $30 billion by 2020,” Ms Stuckey said.

Townsville Enterprise, General Manager Tourism and Events, Patricia O’Callaghan said to coincide with the brand launch, TEL and TEQ had partnered with Townsville Airport and local industry to run a domestic tourism marketing campaign promoting the new brand to spark people’s curiosity about Townsville North Queensland and entice holidaymakers to the region.

“From today, online and print advertising as well as social media and publicity activity featuring Townsville North Queensland imagery, footage and holiday deals will begin in Brisbane, regional Queensland and Darwin, driving potential travellers to the campaign website (external site),” Ms O’Callaghan said.

She said the development of the new brand was integral to the wider process of economic development for Townsville North Queensland.

“This new destination brand provides a platform for consistent communications and broad industry engagement, to drive significant visitation and spend in the region which will assist in driving job creation and economic growth.”

Visitors to the campaign website will have a chance to enter and win a $10,000 holiday to experience the destination first-hand by answering a range questions about the region.

For more information visit 

[ENDS] 12 June 2014

Media Contact/s: 
Minister Stuckey’s office: 3719 7240 / 0439 291 268

Tourism and Events Queensland: 3535 5840
Townsville Enterprise: 0434 182 765