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DSM 402
Marketing Communications
Melissa Mohan
Kelvin Teoh
Nathan Daniel Morris
Yeong Wei Wuen

TOURISM QUEENSLAND: THE BEST JOB IN THE WORLD CAMPAIGN

Contents

December 27, 2011

Page No

There’s nothing like Australia……………………………………………………..3 Tourism Queenslands.……………………………………………………………...3 - Story Behind Tourism Queensland
- Promoting Ecotourism

Queensland, Where Australia Shines……………….……………………………..4 - The Brand
- Brand Market Share
- Corporate Logo

Competitor Analysis…………………………………………………………………6 Consumer Analysis………………………………………………………………......7 The Best Job in the World…………………………………………………………..9 - The Campaign Objectives
- The Selling Idea

Integrated Marketing Tools…………………………………………………………10 - Advertising
- Public Relations
- Viral Marketing
- Social Media
- Website

Reflective Statement…………………………………………………………………15 References……………………………………………………………………………16

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TOURISM QUEENSLAND: THE BEST JOB IN THE WORLD CAMPAIGN

December 27, 2011

There is nothing like Australia
The heading itself is apparent in Australia’s intended message for promoting tourism and one cannot help but sing along its contagious, catchy jingle.
A wide, brown land, Australia is the sixth largest country in the world and is filled with breathtaking natural wonders. Among its iconic destination is Australia’s north-east, Queensland.

Tourism Queensland
Queensland is Australia’s second largest by area and the third most populous state. With fourteen unique regions to explore and countless places to visit, the state is also home to the Great Barrier Reef, the world’s largest reef system composed of over two thousand nine hundred individual reefs. It supports a wide diversity of life and was selected as a World Heritage Site in 1981. In 2009, Tourism Queensland single handedly orchestrated a successful campaign that created international awareness of the islands on the Great Barrier Reef. The entire campaign reaped US$80 million in media coverage and caused a world-wide sensation.

The Story Behind Tourism Queensland
Queensland Tourist and Travel Corporation (QTTC) was established by Act of Parliament in 1979, taking over from the Department of Tourism.
As a statutory authority, under the jurisdiction of the then Minister for Maritime Services and Tourism, the corporation operated as a marketing and development organisation, with the sales arm trading under the name, Queensland Government Tourist Bureau. Among the functions of the corporation were to promote and market tourism and travel; provide tourism and travel information services and advice the Minister on matters pertaining to tourism and travel, within Queensland.

2008/09
The implementation of
a $4.16 million Global
Brand Strategy was born
- 'The Best Job in the
World' Campaign

1982
Sunlover Holidays was
created to give tourism
operators better access
to domestic market.

Tourism
Queensland
2006
A new brand was launched,
the Queensland Holiday site
positioning Queensland as a
vibrant, warm, friendly,
clolourful and relaxing place
to visit.

2005
License agreement was signed
with SL Holidays Pty Ltd to
operate its commercial
enterprises - Sunlover
Holidays and Queensland
Travel Centres.

1990s
Pioneered destination
marketing apporach by
highlighting unique
visitor experiences.

1999
'Where Else But
Queensland' marketing
campaign was launched and
adopted the stylised 'Q' into
all communication and
making synonymous with
Queensland.

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TOURISM QUEENSLAND: THE BEST JOB IN THE WORLD CAMPAIGN

December 27, 2011

Over the years, Tourism Queensland has become the most progressive destination management organisation in Australia thus, continuously reinventing itself to expand the brand’s target audience.

Promoting Ecotourism
Queensland is a world leader in the provision of high quality, diverse ecotourism and nature-based tourism experiences. Home to five of Australia's 16 World Heritage Areas and over 450 national parks, marine parks and state forests, ecotourism is one of the state's fastest growing tourism sectors.

Queensland, where Australia shines
After 12 years of using the former brand ‘Where Else But Queensland’, research showed it was time to rejuvenate the brand. The new brand creative, ‘Queensland, Where Australia Shines’, was developed after extensive search and consultation were done with expertise of industry partners.

The Brand
Brands are essential corporate assets that even countries and states are adopting these marketing endeavours to set them apart from the rest.
‘Queensland, Where Australia Shines’ is Queensland’s first global tourism brand platform and introduces a new long-term vision for Queensland as a tourism destination. It’s a new way of communicating everything Queensland has to offer visitors. The new brand creative features a powerful new tagline ‘Queensland, Where Australia Shines’ and refreshed logo. Not just a tagline however - it is a multi-faceted long-term strategy for Queensland’s tourism future. The new brand campaign is the result of a shift in Queensland’s marketing approach focusing on the tourism experience and the consumer’s emotional response rather than Queensland’s attributes. This approach gives Queensland a competitive edge. There are four key themes that have been developed to promote Queensland’s tourism product experiences Queensland Lifestyle; Islands and Beaches; Natural Encounters; and Adventures.

Brand Market Share
2% 2% 2%
New South Wales
14%

33%

5%

Victoria
Queensland

South Australia
Western Australia

23%
19%

Tasmania
Northern Territory
Australia Capital Territory

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TOURISM QUEENSLAND: THE BEST JOB IN THE WORLD CAMPAIGN

December 27, 2011

Corporate Logo
The initial drawing inspiration for the logo was from the brilliance of natural light, hence the representation of the ‘Q’ logo. When Tourism Queensland refreshed its brand, a new logo was also revealed. Rather than reinvent th...

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