Townsville North Queensland - Up for Unexpected

Townsville North Queensland's new tourism brand.

Townsville North Queensland

Our Brand Results - First Five Months in Market

Townsville Enterprise is thrilled to release the results from the first five months of the brand launch - read the media release.

Townsville North Queensland's destination awareness is up 166 per cent since the campaign launch in mid-February. 

The biggest result here is that 70 per cent of people who saw the campaign advertising took action. Whether that was booking a flight, googling Townsville North Queensland, talking to a friend or family member about the destination or visiting the destination website, seven out of 10 people took action from seeing our new brand in market.

This brand uplift study, completed by Southern Cross Austereo research team - SCA iQ, provides vital research and insights into our campaign activity. It demonstrates that our new destination brand and creative is working.

  • Destination awareness of Townsville North Queensland improved +166%.
  • The Townsville North Queensland advertising drove action – with 70% of respondents saying they took some action because of seeing the campaign. The campaign also got people talking, with more than 1 in 4 respondents saying they had spoken to family/friends about Townsville.
  • Overall awareness of Townsville improved by +25%.
  • 24% of people are more likely to consider Townsville as a holiday destination.
  • One in five of those exposed to the campaign would now consider visiting Townsville North Queensland in the next 12 months for a holiday.
  • The campaign improved Townsville’s association with ‘unexpected’, ‘offers natural, immersive experiences’ and ‘offers luxury experiences’ – which were all components of the campaign. There was a +175% increase in association with ‘Unexpected’, a +100% increase in association with ‘Offers natural, immersive experiences’ and a +118% increase in association with ‘Offers luxury experiences’.
  • There was a +11% improvement in NPS (advocacy) for Townsville, showing an increased propensity to recommend the region.
  • The campaign advertising had high likeability, with 53% of respondents liking what they saw. They liked that the ads showed them features of the region that they didn’t know about, showcasing a wide variety of activities and sights, and they loved the bright colours and imagery. 

Our Brand Journey

The brand journey began more than 12 months ago with an objective to:

  • Develop a strong destination brand to drive tourism
  • Enable us to leverage the additional flight capacity the region has secured
  • Provide distinction for the destination 
  • Develop a brand essence and features that operators can adopt and ‘live by’
  • Deliver a brand that was triggered by consumer insights but guided by industry

Analysing over 300,000 data points, the Up For Unexpected brand has been derived from extensive consumer research including online reviews, focus groups, surveys, creative testing and has been guided by an industry-led committee of marketing experts.

Our new brand position for Townsville North Queensland, is fundamentally shifting the personality, delivery, and tone of the destination. It is fresh, fun and authentic to the essence of our region. Featuring bold colours and imagery accompanied by a sense of ‘jester,’  an authentic Australian personality and appealing to curious explorers looking for more out of their next holiday.

Our research found Townsville North Queensland is full of unexpected experiences – a destination with an unrivalled power to surprise and delight and a unique ability to offer something new to the experiential traveller. This is exactly what our new brand will demonstrate to consumers.

Our Brand Promise

The stuff the best kind of adventure stories are made of. And what our Curious Explorers live for! Leveraging our strengths and unrivalled power to surprise and delight our visitors.

Discovering something you didn’t know you were looking for or think possible.

Experiencing something new, different, or familiar, but with a twist. Sparking feelings of surprise and delight. Fascination and wonder. 

Opening your eyes to the world around you.

Creative Assets Examples

Townsville North Queensland - Up for Unexpected is the new destination brand that will grow and evolve with our region and launched on 24 February through a major campaign

Our audiences across our key visitor markets of Queensland, Melbourne and Sydney will see our new brand across print, social media, digital display, television, billboards, digital, content partnerships, PR coverage, influencers, trade and airline partnerships and transit advertising. 

Hear more about our brand journey

About Townsville North Queensland

There’s a lot to love about the Townsville North Queensland region. We’re a destination that has been growing and transforming, while at our authentic heart remaining true to who we are, without compromise. The big smoke of regional Queensland, the official capital of North Queensland with an unrivalled power to surprise. We’re for the curious explorer seeking new experiences – serendipitous surprises, new stories, raw nature. A quintessential tropical paradise proudly ranked as one of the globe’s top 100 sustainable destinations. From the majestic Great Barrier Reef to the wonders of the World Heritage Wet Tropics rainforest. Dusty outback drives and tropical island experiences - we’re proud of it, we preserve it. Here you’ll discover something you didn’t know you were looking for or think possible - experiences that are new, familiar but with a twist. Our diversity is our distinction. Home of untouched and untamed landscapes, people and places of significance – Townsville North Queensland is a region you can explore deeper without going further.

How to Get Involved

  • Download the brand guidelines, style guide and visitor guide 
  • Share campaign content and use the hashtags: #townsvillenorthqueensland #upforunexpected




Our Partners

We would like to take this opportunity to say thank you to all our partners who have supported us on this journey. Special mention must go to our campaign partners:  

  • Tourism and Events Queensland
  • Townsville City Council
  • Burdekin Shire Council
  • Hinchinbrook Shire Council
  • Charters Towers Regional Council
  • Sealink Queensland
  • Queensland Airports
  • Virgin Australia
  • Vetta Creative
  • Southern Cross Austereo

Through these partnerships we have managed to turn a $250,000 campaign spend into one with a media value of almost $1M.

Thank you also to local Townsville musician Trent Bell who delivered a fabulous soundtrack for the campaign and our television commercial which is now available on your preferred music streaming services.

Thank you to all our members for coming on this journey with us!  Reach out to your Townsville Enterprise account manager to access images and campaign assets.

If you are not a member of Townsville Enterprise and are interested in being part of our campaign activity, we invite you to join us in Securing the Future of Townsville North Queensland. CLICK HERE for membership information or contact the team on (07) 4726 2728. 

 Big thanks to more than 20+ local tourism operators and accommodation providers who provided prizes for our brand associated competitions. 

Tourism & Events

Prinicipal Partner
Major Partners
Platinum Members