Understanding and using our brand

Our brand story

There’s a lot to love about the Townsville North Queensland region. We are the authentic heart of regional Queensland.
We’d love to share our hidden treasures, our magical beauty with special people - Curious Explorers, as opposed to ‘fly and floppers’ wanting everything served up to them on a platter.
Yes, we’ve got luxurious pools to laze by and hatted restaurants to graze.
But for those seeking new experiences, we have so much just waiting to be explored. Serendipitous surprises. New stories. Joy. Wonder.
We have a passion for our natural wonders that stretch from Charters Towers to our magnetic coast.
We’re proud of it. We preserve it.
We have a song in us which we’d love to share.


*NB. An updated version of the region's Destination Management Plan is in development.

The Townsville North Queensland brand mark is available for download.

Approval is required before use. Please contact Townsville Enterprise Marketing Executive: Simone Sullivan on simone.sullivan@tel.com.au for file download.


Brand values

  • Inquisitiveness
  • Originality
  • Determination
  • Fun
  • Belonging

Positioning pillars

More background on each pillar can be found on pages 15-19 of the Brand Guidelines.

Tone of voice

Our unique personality is captured in our tone of voice. It's how we distinctively stand out in a cluttered tourism market.

Visual codes

Colour palette

Inspired by the rich North Queensland environment, our colour palette offers a spectrum of colour for functional and aesthetic brand delivery. The dominant colour to be used throughout Townsville North Queensland collateral will be Teal Waters, tastefully accompanied by the surrounding colour palette. White, black and grey will be used throughout to anchor graphic elements whilst still using the bold colours, to speak to the brand’s playful persona.

Our brand in action

Tourism & Events

Prinicipal Partner
Major Partners
Platinum Members