New tourism brand announced for Townsville North Queensland: Up for Unexpected
Townsville North Queensland’s new tourism brand Townsville North Queensland: Up for Unexpected has been launched at Travmedia’s International Media Marketplace (IMM) event in Sydney.
Townsville Enterprise Director of Visitor Economy and Marketing, Lisa Woolfe together with The Voice Australia star, home-grown local talent and brand song creator, Trent Bell have taken centre stage at IMM to launch the new destination brand to more than 400 national and international journalists, editors, influencers and broadcasters.
Townsville Enterprise CEO, Claudia Brumme-Smith said this is the first time we have launched a new destination brand in Sydney in front of a national and international audience.
“After more than 12-months of consumer research, we have launched our new destination brand to room full of influential media professionals who will amplify our brand message and help sell the best kept secret in North Queensland,” Mrs Brumme-Smith said.
“Analysing over 300,000 datapoints, the brand has been derived from extensive research including online reviews, focus groups, surveys, creative testing and has been guided by an industry-led committee of marketing experts.”
“Our research found Townsville North Queensland is full of unexpected experiences – a destination with an unrivalled power to surprise and delight with a unique ability to offer something new to the experiential traveller. This is exactly what our new brand will demonstrate to consumers.”
“We are an emerging destination with new products being continually transformed, developed, and launched. This brand will grow with us and has already been embraced by our regional tourism industry throughout our extensive brand briefings.”
“The campaign starts today with print, television, billboards, digital, social media and bus wraps targeting our key audiences from Brisbane, Sydney, Melbourne and our drive market.”
Tourism Minister Stirling Hinchliffe said Townsville’s new tourism campaign was backed by the Queensland Government.
“Funding for Townsville’s Up for the Unexpected is part of the Palaszczuk Government’s election commitment to Queensland Regional Tourism Organisations (RTO),” Mr Hinchliffe said.
“We know Townsville Enterprise understands Townsville’s visitor attractions and the priorities of local tourism operators better than anybody else.
“It’s terrific to see this campaign highlighting North Queensland’s great lifestyle to the world and growing more good tourism jobs for Townsville’s visitor economy.”
Mayor of Townsville, Jenny Hill congratulates Townsville Enterprise on the successful launch and development of the new tourism brand Townsville North Queensland: Up for Unexpected.
“Tourism is a big part of our market here in North Queensland and this new brand fits with what the community and our visitors are looking for,” Mayor Hill said.
“Visitors are looking for experiences and different places to go. We have some great attractions and tours for visitors to see and do, but the rest of Australia doesn’t know that.”
“This is a new brand for the entire region. It’s not just about Townsville. It’s about Charters Towers, it’s about Hinchinbrook, it’s about the Burdekin. We’ve all got something to offer. How many places in Australia can you get off a plane and go to a tropical island, head west to see the Texas Longhorns in Charters Towers or drive south to the Burdekin to see how sugar is made.”
“Townsville North Queensland is Up for Unexpected and this will be a big seller particularly in the Brisbane, Sydney and Melbourne markets.”
Sealink North Queensland General Manager, Darren Spearman said Sealink North Queensland has been on the brand journey with Townsville Enterprise for the past 12 months.
“As part of the steering committee, we have been tremendously proud to have helped shape the brand Up for Unexpected,” Mr Spearman said.
“We believe this brand encompasses what Townsville North Queensland means for its visitors.”
“As the quickest link to the Magnetic Island, Sealink has already committed to the new brand through bus wraps in Sydney and Melbourne promoting Townsville North Queensland: Up For Unexpected.”
Townsville Enterprise used local media and creative agency Vetta Creative to design the logo, brand mark and television commercial for the new Townsville North Queensland brand.