Understanding and using our brand

The Core Promise of Townsville North Queensland

Townsville North Queensland is a place where all of Australia's most iconic landscapes merge. From the awe of the outback, to the magic of the Great Barrier Reef. Discover the wonder of the rainforest or enjoy endless summer days on a tropical island. Immerse yourself in unspoilt nature,uncover your very own perfect paradise in Townsville North Queensland and meet the local characters who call this place home. This is a place where active minds explore and dive deeper, it is here you can leave more than just your footprints, it's where you can leave you legacy.

DOWNLOAD THE PRODUCT AND EXPERIENCE DEVELOPMENT PLAN


The Townsville North Queensland brand mark is available for download, including region-specific brand marks. 

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

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Brand values

  • Genuine
  • Authentic
  • Exciting
  • Entertaining
  • Surprisingly spectacular

Brand personality

  • Welcoming
  • Genuine
  • Outgoing
  • Friendly
  • Immersive
  • Authentic
  • Fun

Brand attributes

  • Great weather
  • Events calendar
  • Great Barrier Reef
  • Magnetic Island
  • Rainforests and waterfalls
  • City dining and shopping
  • Australian Outback

Tone of voice

Our tone of voice reflects who we are and where we come from, so it's important to keep the unique, down-to-earth tone that makes Townsville North Queensland such a memorable place.

Positivity. Our messages should always focus on the positive. It’s our positive attitude to everything that  an make where welcome from sound even more appealing.

Humility. We live in such a stunning slice of paradise, but it would be wrong to brag about it. We can be proud of our favourite places without chest-beating. Pictures are worth a thousand words, so let the visuals be the cake and the headlines/copy, the cherry on the top.

Honesty. We’re not the type of people to tell tales. Stay true to whatever the experience is we’re describing. Take care not to overpromise - be genuine and authentic. 

Talk like a local. By that we don’t mean use slang or bad grammar. We mean keep it real, authentic and relatable. Write from the point of view of a real person not a brand. To our audience, it creates the impression they’re conversing with a friend not a stranger.

Intrigue. Sometimes you can try to say too much and wind up saying very little. It’s better to leave something to the imagination. Tease the audience into the best part of an experience but always leave them wanting more.

Inspiring. If we combine all these ingredients together in the right way, we stand the best chance of creating communication that delights and inspires our audience to experience the best address on the planet.

Colour palette

Inspired by the rich Queensland environment, our colour palette offers a spectrum of colour for functional and aesthetic brand delivery. Townsville North Queensland work closely with the Tourism and Events Queensland team to deliver an aligned Queensland-wide brand strategy.

VIEW 'A GUIDE TO BRAND AUSTRALIA' HERE

Colour palette

"**BREAKING BORDER UPDATE** From 1 December the Queensland border will now also reopen to VICTORIA as well as to NEW… https://t.co/iT8INopEQL"

08:27 AM Nov 25th @TSVEnterprise