What brand for Cairns? TTNQ makes decision on branding for Far North Queensland
From the Cairns Post, 14th September 2014
THE Tropical North Queensland branding to lure Australians to holiday in the region is to remain.
But it will carry a new tagline: “Where the rainforest meets the Reef”.
“Adventurous by nature” is being dumped.
The decision to stick with the tropical moniker comes after an eight-month review and a campaign by some prominent tour operators to rebrand the region “Cairns: the gateway to the Great Barrier Reef” in keeping with its international marketing profile.
Tourism Tropical North Queensland chief executive Alex de Waal said the review covered 40 years of positioning practice and research and involved an extensive industry survey and a workshop before five destination positioning names were identified.
“These were Cairns and Great Barrier Reef, Cairns Gateway to the Great Barrier Reef, Tropical North Queensland, Tropical Far North and Australia’s Great Barrier Reef,’’ he said.
“Each was tested for the name’s appeal, perceptions of what the region offers, if it communicates the full breadth of what the region offers as a destination, if there is sufficient differentiation against competitive destinations and whether it is a credible name.
“This was done through a market review and focus groups in Brisbane, Sydney and Melbourne, and followed by market validation via a survey of target consumers.”
“Tropical North Queensland emerged as the strongest for appeal, motivation and fit.’’
Raging Thunder executive director Fred Ariel, who had been arguing for Cairns: the gateway to the Great Barrier Reef, said he was disappointed.
He said the region should have one overall brand with the focus on Cairns as the gateway to the Reef.
Mr Ariel said it was a decision by southern focus groups. “Where’s ‘Cairns’? Where’s the ‘Great Barrier Reef’? It’s unbelievable,’’ he said.