Townsville North Queensland's new tourism brand.
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.
The brand journey began more than 12 months ago with an objective to:
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.
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.
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.
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.
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:
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.
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.