Style Guidelines - Tourism Queensland

Tropical North Queensland 

Adventurous by nature 

Style Guidelines

Contents 

How to use the guide 

1. Brand Tropical North Queensland 

1.1 The Global Brand Platform 

1.2 The Tropical North Queensland Brand 

1.3 Brand Summary 

1.4 Brand Positioning 

2. Brand Elements 

2.1 Tropical North Queensland logos 

2.2 Tropical North Queensland sub-regional logos 

2.3 Tropical North Queensland international logos 

2.4 Queensland logo 

2.5 Brand colours 

2.6 Textures 

2.7 Brand fonts 

2.8 Tone of voice 

2.9 Visual treatment 

2.10 Filmstrip device 

3. Visual overview 

3.1 Print advertising 

3.2 Outdoor advertising 

3.3 Pull-ups & Cooperative Ad 

3.4 Domestic Press Brand Ads 

3.5 Optional Domestic Press Brand Ads 

3.6 Domestic Press Ad Cooperative & Retail 

3.7 International Press Ad Cooperative 

3.8 Baseplates 

3.9 Digital Banners 

3.10 Online & digital 

4. QLD BrandDepot & Image Gallery 

4.1 QLD BrandDepot & Image Gallery 

5. Key contacts 

5.1 Key contacts 

3 

5 

6 

7 

10 

11 

13 

14 

20 

27 

31 

32 

33 

34 

37 

39 

42 

43 

44 

45 

46 

47 

48 

49 

50 

52 

53 

54 

55 

56 

57 

58 

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The purpose of this guide is to ensure that the visual direction of Brand Tropical North Queensland is maintained to 

the highest standard. The integrity of the brand relies strongly on the consistent and accurate application of its visual 

material across all mediums. 

The aim of this document is to make it as easy and convenient as possible for you to promote the ‘Tropical North 

Queensland, Adventurous by nature’ brand in your market. It should give you independence and flexibility, so you 

can appoint designers to do everything from make simple amendments to reproducing work locally. All design files 

and templates can be accessed at www.tq.com.au/branddepot. 

About the Guide 

The guide can be used to simply identify an appropriate logo for an application, to familiarise oneself with the new 

look or as a definitive guide for designers when producing brochures, advertising, publications and other design 

work on behalf of Tourism Queensland and Tourism Tropical North Queensland. The guide is broken up into 

sections that outline the various components of the Brand. The first section gives an outline of Brand Tropical North 

Queensland, its meaning and key objectives. 

The following sections give more detail into key elements used to represent Brand Tropical North Queensland 

including our logo, brand colours, fonts, tone of voice, visual treatment and supporting graphics including the 

filmstrip device. 

Correct use of these Tropical North Queensland Brand Elements is a critical area for design creators producing 

advertising and print material on behalf of Tourism Queensland and Tourism Tropical North Queensland. All visual 

brand elements are displayed in example layouts, along with information on how to use each element appropriately. 

The Visual Overview section also showcases the refreshing new look and feel for the Tropical North Queensland in 

its best practice applications. 

Artwork is available in a number of file formats. To access these files visit BrandDepot www.tq.com.au/branddepot 

or contact BrandDepot Coordinator (details on page 56). 

3


Key Users of the Guide 

Tourism Queensland and Tourism Tropical North Queensland staff 

To familiarise themselves with the Brand Tropical North Queensland look and feel 

To ensure all visual communication fits within the Brand Style Guidelines 

To work collaboratively with contractors and suppliers to ensure Brand Style Guidelines are understood and 

adhered to 

To identify appropriate logos and support files for industry partners 

Advertising Agencies/Designers 

To ensure Brand Style Guidelines are adhered to and to source appropriate digital artwork files to produce 

material on behalf of Tourism Queensland and its partners 

Industry Partners, Government Bodies and Sponsorship Partners 

To assess appropriate logo use in marketing and corporate material 

Summary of Rules 

1. Brand logos MUST NOT be digitally altered, adapted or changed in any way whatsoever and must retain 

their original colours and proportions, i.e. logos must not be distorted or stretched in any way. 

2. Original artwork must be used at all times when creating design, advertising and promotional material. 

3. All design work must utilise only the Brand Tropical North Queensland design elements (logo, brand colours, 

fonts, tone of voice, visual treatment and supporting graphics including the filmstrip device). Any exceptions 

or requests otherwise must be directed to the Tropical North Queensland Marketing Manager. 

4. All design, advertising and promotional material must be sighted before any distribution and in some cases 

must be approved by Tourism Queensland’s Print Production unit (printproduction@tq.com.au). 

Further Information 

The Tropical North Queensland 

Marketing Manager should be 

contacted in regard to specialised 

applications or for any questions 

regarding the use of Brand Tropical 

North Queensland elements. 

Phone: +61 7 3535 5283 

4

1. Brand Tropical North Queensland 

5

1.1 

The Global Brand Platform 

Tourism Queensland has a vision to build a sustainable, compelling and effective global brand platform for 

Queensland and our first global brand platform, Queensland, Where Australia Shines, will play a critical role in 

realising this vision. The new creative approach encompasses Queensland as a whole and captures Queensland’s 

incredible diversity and uniqueness throughout Queensland under four key themes; Queensland Lifestyle; Islands 

and Beaches; Natural Encounters; and Adventure. 

On the national stage, Queensland 

defines and encapsulates the BEST 

of Australia’s signature experiences. 

The new brand platform also includes five regional marketing brands for Tropical North Queensland, The 

Whitsundays, Gold Coast, Sunshine Coast and Brisbane. Research highlighted the benefits of differentiating these 

specific destinations with individual brand platforms while maintaining creative continuity with the Queensland 

brand to build an integrated brand family. 

Tourism Queensland worked closely with Tourism Tropical North Queensland to conceive Tropical North 

Queensland’s new brand platform Tropical North Queensland, Adventurous by nature which replaces the brand 

creative ‘Change your latitude’. The new brand platform was developed after extensive research and consultation 

and drew on the expertise of our industry partners. Tourism Queensland sought input from over 6000 consumers 

and Queensland’s tourism industry. Workshops were held in the region to derive the brand summary for Tropical 

North Queensland and to determine the industry’s vision for the destination. Tropical North Queensland aspired to 

take ownership of ‘adventure’. To achieve this vision, the new brand platform needs to shift current perceptions and 

take ownership of adventure by differentiating the kind of adventure a visitor can have. Rather than a man-made 

adventure you may have somewhere else, in Tropical North Queensland, your holiday adventure is brought to you 

by nature. 

The new brand platform Tropical North Queensland, Adventurous by nature is the result of a shift in Queensland’s 

marketing approach to focus on the tourism experience and the consumer’s emotional response rather than 

just focusing on Queensland’s attributes. The platform profiles the broad spectrum of things to do and different 

attributes but varies depending on the communication and audience. Key attributes include the Great Barrier Reef, 

ancient rainforests, tropical tablelands, national parks, Queensland’s laid back lifestyle, real life Outback and 

Aboriginal and Torres Strait Island cultures. 

Tropical North Queensland, Adventurous by nature differentiates Tropical North Queensland from other Queensland 

destinations. It captures the essence of Tropical North Queensland and repositions Tropical North Queensland 

as Australia’s nature-based adventure destination offering the best Australia has to offer in the realm of tropical 

experiences and nature based adventures. It also signals the evolution of an integrated Queensland brand family 

and compliments Queensland, Where Australia Shines as Tropical North Queensland is Where Australia Shines 

for adventure. 

6

1.2 

The Tropical North Queensland Brand 

Tropical North Queensland’s new brand platform sets the course of our long-term strategy for Tropical North 

Queensland’s tourism future. This strategy includes campaign initiatives; public relations and strategic partnerships; 

retail campaigns and targeted campaigns with key partners to bring the new brand to life and ultimately, to generate 

an increase in expenditure and visitation to Tropical North Queensland. 

Brand Benefits 

Tropical North Queensland, Adventurous by nature is: 

A new way of communicating everything Tropical North Queensland has to offer visitors 

The focal point for repositioning the Tropical North Queensland brand 

An opportunity to increase consumer awareness of the iconic destinations and experiences that comprise 

Tropical North Queensland: Cairns, Port Douglas, Palm Cove, and Mission Beach 

A way of differentiating Tropical North Queensland from other Queensland destinations while supporting the 

Queensland brand positioning to build an integrated brand family 

An opportunity to reposition Tropical North Queensland as Australia’s nature-based adventure destination 

offering the best Australia has to offer in the realm of tropical experiences and nature based adventure 

The platform encompasses the broad spectrum of things to do and different attributes of the destination 

including the Great Barrier Reef, ancient rainforests, tropical tablelands, national parks, Queensland’s laid 

back lifestyle, real life Outback and Aboriginal and Torres Strait Island cultures 

A shift in Tropical North Queensland’s marketing approach to focus on the tourism experiences and the 

consumer’s emotional response rather than just focussing on Tropical North Queensland’s attributes and 

attractions 

A long-term strategy for Tropical North Queensland’s tourism future including campaign initiatives, public 

relations and strategic partnerships, retail campaigns and targeted campaigns with key partners 

About generating a measurable increase in expenditure and visitation in both the short term and long term 

7

1.2 


Overview 

Determining Tropical North Queensland’s unique position involved discovering and marrying our consumer’s 

insights and our industry’s vision - input from our visitors to understand what was important to them, and input from 

our industry to make sure we understood their vision and how they wanted to present Tropical North Queensland. 

We asked 6000 Australians their points of view on areas such as holiday making and their perspectives of various 

holiday destinations around Queensland including Tropical North Queensland, to arrive at our core promise - Feel 

the Natural Exhilaration of an Australian Tropical Adventure. This was the inspiration for Tropical North Queensland, 

Adventurous by nature. 

Tourism Queensland researched this positioning throughout Australia to ensure it was inspirational and believable. 

Tropical North Queensland Brand story 

Tropical North Queensland has a unique and captivating story to tell. It defines and expresses the core truth about 

who we are and drives our interactions with our visitors. 

Just going on a holiday to a tropical location is adventurous for some. But rather than a man-made adventure you 

may have somewhere else, in Tropical North Queensland your holiday adventure is brought to you by nature. It’s not 

just a holiday. Everything about it is adventurous. And the adventures are versatile - as soft as seeing turtles nesting 

on a beach - or as thrilling as flying through the canopy of a rainforest. It’s about drawing energy and inspiration 

from walking through an ancient rainforest or snorkelling on the world’s largest coral reef, feeling your pulse race 

from the shear majesty and breathtaking beauty nature has to offer. It’s about being connected to the unique 

character and attributes of the place and feeling a natural high that comes from nature. 

Tropical North Queensland’s unique physical geography defines its exotic and adventurous nature. It’s an escape to 

share an exciting and exhilarating experience with others. It’s about expanding your world and personal experience 

and cultivating a deeper respect for nature and culture. It’s an invitation into a tropical paradise and being allowed 

to explore your adventurous side. It’s about adding value to people’s experiences and sharing the magic of Tropical 

North Queensland that the locals know so well and are happy to share. 

8

1.2 


The Consumer insight 

Broadly, the target audience wants to slip into holiday mode, putting aside life’s endless ‘to-do list’, to focus 

on aspects of themselves and their lives that otherwise tend to get pushed aside. They want to connect with 

experiences, people, places, even sides of themselves that matter and are more genuine, more authentic. 

Tropical North Queensland invites people in and allows them to explore their adventurous side through nature. 

True to its personality and engaging, energetic, cheeky, warm and welcoming essence, Tropical North Queensland 

is perceived by our visitors as ‘friendly’ and ‘free-spirited’ in character. 

9

1.3 

Brand Summary 

2. What We Do 3. Who We Are 

Customer 

Benefits 

‘FEEL’ 

Sharing an exciting, exhilarating experience with others. 

A feeling of being vital, alive and connected with the unique 

character and attributes of the place. An expression of your world 

and personal experience by connecting with the destination. 

‘SEEN AS’ 

Warm, Friendly, Welcoming 

Energetic, Free-spirited, Positive 

Colourful, Cheeky 

Engaging, Casual 

Brand 

Personality 

Attributes 

‘DO’ 

There is huge variety and different attributes 

will feature depending on the communication, 

but some of the key ones are Great Barrier 

Reef, Rainforest, Tropical Tablelands, National 

Parks, Aboriginal TSI Culture, etc. The warm 

tropical feel that greets you as you arrive. 

Pride in TNQ 

Hospitality 

Authenticity 

Respect for nature and 

culture of the destination 

Brand 

Values 

Customer 

Insight 

FEEL THE NATURAL EXHILARATION OF 

AN AUSTRALIAN TROPICAL ADVENTURE 

For Social Fun Seekers and Connectors the people aspect of a 

holiday is key, whether it’s reconnecting with friends and family, or 

sharing good times with friends new and old. For Active Explorers, it’s 

more about achievement and personal development through 

connecting with a place. 

4. What We Promise 

Customer 

Target 

Domestic holiday makers: Social Fun 

Seekers, Connectors, Active Explorers 

International holiday makers: 

Global Experience Seekers 

Category 

Definition 

Tourism 

1. Who We Target 

10

1.4 

Brand Positioning 

Brand Positioning 

The nature of Tropical North Queensland is so inspiring it will bring out your adventurous side. 

Tropical North Queensland, Adventurous by nature defines the personality (or nature) of Tropical North Queensland as being adventurous. The brand differentiates the kind 

of adventure a visitor will have. Rather than a man-made adventure you may have somewhere else, in Tropical North Queensland, your holiday adventure is brought to you by 

nature. It allows flexibility to show anything from soft to more extreme adventures - as soft as seeing turtles on the surface of the sea - or as thrilling as flying through the canopy 

of a rainforest. It’s about drawing energy and inspiration from walking through an ancient rainforest or snorkelling on the world’s largest coral reef, feeling your pulse race from 

the shear majesty and breathtaking beauty nature has to offer. It’s about being connected to the unique character and attributes of the place and feeling a natural high that 

comes from nature. 

How do we present our positioning? 

Tropical North Queensland, Adventurous by nature is the foundation that all Tropical North Queensland communication will be built on. Tropical North Queensland needs to be 

presented as the place where Australia shines for nature-based adventure. 

It needs to encompass the broad spectrum of things to do and different attributes but to vary these depending on the communication and audience. Some of the constant 

elements include the Great Barrier Reef, ancient rainforests, tropical tablelands, national parks, Queensland’s laid back lifestyle, real life Outback and Aboriginal and Torres 

Strait Island cultures. 

Tropical North Queensland is adventurous by nature and all creative should be vibrant and alive too. The look and feel should be colourful and engaging, appealing to people 

who like to push the boundaries and to people for whom the mere act of choosing to holiday somewhere tropical is an adventure in itself. For example, imagery that shows the 

joy of a little girl with a butterfly net to that of a group feeling the adrenalin rush from shooting the rapids in a raft. For both audiences, the sheer majesty and spectacular beauty 

of the destination should be emphasized as it reinforces the exotic feelings they are expecting to tap into on their escape. However it is also important to reassure visitors that 

they are not at the edge of civilisation and that all the comforts and amenities of a major holiday destination - from eco camping sites to luxurious resorts are readily at hand. 

The brand strategy also needs to increase consumer awareness of the iconic destinations that comprise Tropical North Queensland as well as help consumers understand how 

they can engage with these destinations and the experiences they offer. This can be achieved by profiling Tropical North Queensland as the overarching destination along with 

an iconic destinations associated experience, for example Cairns and the Great Barrier Reef within Tropical North Queensland. (see page 42 for further examples) 

In terms of the use of logos, the Tropical North Queensland logo will anchor all communication for the domestic market. 

11

Why does Tropical North Queensland, Adventurous by 

nature ring so true? 

Supported by experiences like the Great Barrier Reef, Daintree rainforest, 

Diving and Snorkelling, Tropical Islands, Bushwalks, 4WD’ing and other 

adventure activities. 

Captures the energy, vitality and expansiveness of adventure without going 

all the way to adrenaline. 

It needs to encompass the broad spectrum of things to do and different 

attributes but to vary these depending on the communication and audience. 

Some of the constant elements include the Great Barrier Reef, ancient 

rainforests, tropical tablelands, national parks, Queensland’s laid back 

lifestyle, real life Outback and Aboriginal and Torres Strait Island cultures. 

Scuba Diving, Great Barrier Reef, Tropical North Queensland 

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2. Brand Elements 

13

2.1 

Tropical North Queensland logos 

Which logo do I use? 

Tropical North Queensland Domestic logo 

Advertising and marketing collateral. Partnership initiatives 

Go to page 17 

Tropical North Queensland Domestic logo with URL 

Advertising and marketing collateral. Partnership initiatives 

Go to page 19 

Tropical North Queensland International logo 

International Marketing collateral and partnership initiatives 

where the Cairns & Great Barrier Reef as a destination resonates 

in the source market 

Go to page 27 

The Queensland brand and regional marketing 

brands share a sun-inspired graphic device to create a 

brand family that reinforces a recognisable style that 

becomes memorable to Queenslanders and visitors. 

This approach enables a two way exchange of values, 

credibility and goodwill between the Queensland brand 

and the Tropical North Queensland brand, providing 

collective benefit. 

The Tropical North Queensland logo is a distinctive 

device with colours chosen that represent the vibrancy 

of the rainforest and the reef. 

Logos must only be used as set out in this guide. Brand 

logos must not be digitally altered, adapted or changed 

in any way whatsoever and must retain their original 

colours and proportions, i.e: logos must not be distorted 

or stretched in any way. To access these files visit 

BrandDepot www.tq.com.au/branddepot 

Queensland Global logo 

In source markets where Queensland is more relevant to the 

source market, the Queensland logo will replace the international 

Tropical North Queensland logo. With the Cairns & Great Barrier 

Reef clearly positioned within the headline 

Go to page 31 

14

2.1 


Which logo version do I use? 

Colour Positive 

To be used in full colour print and screen applications 

on white or light backgrounds only. 

All Tropical North Queensland logos 

are available in 6 versions. Correct 

selection depends on application and 

background colour. 

Colour Reversed 

To be used in full colour and screen applications on dark 

backgrounds only. 

Grayscale Positive 

To be used in mono applications on white backgrounds. 

Grayscale Reversed 

To be used in mono applications on dark backgrounds. 

Black Positive 

To be used in mono and colour applications on white or light 

backgrounds. 

White Reversed 

To be used in mono and colour applications on dark backgrounds. 

15

2.1 


How to use the logo 

Logo on Photographs 

Depending on the background image, a positive logo 

version may not be legible. For dark photos use a 

reversed logo version and for lighter images a positive 

version is to be used. 

No modifying colours 

No parts of the logo are to be removed, altered or 

used as separate design elements. Supporting design 

graphics have been specifically designed for the brand. 

Photo too dark for positive logo version 

Correct logo use: White Reversed 

Image area too light to see this logo version 

Correct logo use: Positive Colour 

Logo on coloured backgrounds 

All elements of the logo are to 

be clearly visible when placed on 

coloured backgrounds. Where 

possible the logo is to appear in colour 

on a white or light background. 

16

2.1 


Tropical North Queensland Domestic logo 

Positive colour 

When to use this logo 

Advertising and marketing collateral 

Partnership initiatives 

All domestic advertisements 

Reversed colour 

Tropical North Queensland Domestic logo spacing 

Grayscale 

½ X 

X 

½ X 

X 

½ X 

Reversed Grayscale 

Clear space 

Tropical North Queensland Domestic 

logo minimum size 

½ X 


logo minimum size for web 

Black mono 

Minimum Size 

40mm 

Minimum Size 

165 pixels 

Reversed white 

Where to Source 

To access these files visit BrandDepot 

www.tq.com.au/branddepot 

17

2.1 


Tropical North Queensland web only logo 



When to use the web only logo 

Web only 

The Tropical North Queensland only logo is to be 

used in situations where the specifications of the 

creative mean the logo needs to be smaller than 

165 pixels wide 

Tropical North Queensland Domestic logo spacing 

Grayscale 

½ X 

½ X 

X 

X 

½ X 


Clear space 

½ X 

Tropical North Queensland web only 


Black mono 

95 pixels 

Minimum Size 





18

2.1 


Tropical North Queensland Domestic logo with URL 



Advertising and marketing collateral 

Partnership initiatives 


Tropical North Queensland Domestic logo with URL spacing 

½ X 

½ X 

Grayscale 

X 

X 

½ X 


Clear space 


logo with URL minimum size 

½ X 


with URL logo minimum size for web 

Black mono 

40mm 

215 pixels 


Minimum Size 




Minimum Size 

19

2.2 

Tropical North Queensland sub-regional logos 

Cairns & Great Barrier Reef sub-regional logo - domestic 



Advertising and marketing collateral specific to 

region represented 

Partnership initiatives where appropriate 


Grayscale 

Cairns & Great Barrier Reef logo spacing 

½ X 

½ X 

X 

X 

½ X 


Clear space 

Cairns & Great Barrier Reef logo 

minimum size 

½ X 

Cairns & Great Barrier Reef logo 

minimum size for web 

Black mono 

Minimum Size 

40mm 

Minimum Size 

200 pixels 





20

2.2 


Mission Beach sub-regional logo - domestic 







Grayscale 

Mission Beach logo spacing 

½ X 

½ X 

X 

X 

½ X 


Clear space 

½ X 

Mission Beach logo minimum size 

Mission Beach logo minimum size 

for web 

Black mono 

Minimum Size 

40mm 

Minimum Size 

165 pixels 





21

2.2 


Gulf Savannah sub-regional logo - domestic 







Grayscale 

Gulf Savannah logo spacing 

½ X 

½ X 

X 

X 

½ X 


Clear space 

½ X 

Gulf Savannah logo minimum size 

Gulf Savannah logo minimum 

size for web 

Black mono 

Minimum Size 

40mm 

Minimum Size 

165 pixels 





22

2.2 


Palm Cove sub-regional logo - domestic 







Palm Cove logo spacing 

½ X 

½ X 

Grayscale 

X 

X 

½ X 


Clear space 

Palm Cove logo minimum size 

½ X 

Palm Cove logo minimum size 

for web 

Black mono 

Minimum Size 

40mm 

Minimum Size 

135 pixels 





23

2.2 


Cape York sub-regional logo - domestic 







Cape York logo spacing 

½ X 

½ X 

Grayscale 

X 

X 

½ X 


Clear space 

Cape York logo minimum size 

½ X 

Cape York logo minimum size 

for web 

Black mono 

Minimum Size 

40mm 

Minimum Size 

135 pixels 





24

2.2 


Tablelands sub-regional logo - domestic 







Tablelands logo spacing 

½ X 

½ X 

Grayscale 

X 

X 

½ X 


Clear space 

Tablelands logo minimum size 

½ X 

Tablelands logo minimum size 

for web 

Black mono 

Minimum Size 

40mm 

Minimum Size 

135 pixels 





25

2.2 


Port Douglas & Daintree sub-regional logo - domestic 







Port Douglas & Daintree logo spacing 

½ X 

½ X 

Grayscale 

X 

X 

½ X 


Clear space 

Port Douglas & Daintree logo minimum size 

½ X 

Port Douglas & Daintree logo 

minimum size for web 

Black mono 

Minimum Size 

40mm 

Minimum Size 

155 pixels 





26

2.3 

Tropical North Queensland international logos 

Tropical North Queensland (New Zealand only) logo 



International Marketing collateral and partnership 

initiatives where Tropical North Queensland as a 

destination resonates in the source market. 


Tropical North Queensland International logo spacing 

Grayscale 

½ X 

X 

½ X 

X 

½ X 


Clear space 

Tropical North Queensland Internationals 


½ X 

Tropical North Queensland Internationals 


Black mono 

Minimum Size 

40mm 

Minimum Size 

165 pixels 





27

2.3 


Cairns & Great Barrier Reef international logo with tagline 



Grayscale 

½ X 


International marketing collateral and partnership 

initiatives where Cairns & the Great Barrier Reef as 

a destination resonates in the source market. 

Use where the tagline in the source market is 

understood and appropriate for the campaign. 

Use when it can be displayed at a size where the 

tagline ‘Adventurous by Nature’ is legible 

Cairns & Great Barrier Reef logo spacing 

½ X 

X 

X 


½ X 

Clear space 

Cairns & Great Barrier Reef 


½ X 



Black mono 


Minimum Size 

37mm 




Minimum Size 

200 pixels 

28

2.3 


Cairns & Great Barrier Reef international logo without tagline 



Grayscale 

½ X 





When the tagline ‘Adventurous by Nature’ is not 

appropriate for the source market or the campaign 

Use for print and digital executions where the tagline 

‘Adventurous by Nature’ is too small and not legible 

Cairns & Great Barrier Reef international logo spacing 

½ X 

X 

X 


Clear space 

Cairns & Great Barrier Reef international 


½ X 

½ X 



Black mono 

35mm 

200 pixels 


Minimum Size 




Minimum Size 

29

2.3 


Cairns & Great Barrier Reef international logo without tagline 






When the tagline ‘Adventurous by Nature’ is not 

appropriate for the source market or the campaign 


Grayscale 

Print and digital executions where the tagline and byline 

in the other logos are too small and not legible 

When it is evident that Cairns & the Great Barrier 

Reef is in Australia. (e.g. when a Tourism Australia 

logo is also being used). 

Cairns & Great Barrier Reef international logo spacing 

½ X 

½ X 


X 

X 

Black mono 

Clear space 

Cairns & Great Barrier Reef international 


½ X 

½ X 




Minimum Size 

35mm 

Minimum Size 

200 pixels 

Where to Source. To access these files visit BrandDepot 


30

2.4 

Queensland logos 




In source markets where Queensland is more 

relevant to that market, the Queensland 

logo will replace the international Cairns and Great 

Barrier Reef logo. The destination will be clearly 

identified and positioned within the headline. 

Queensland logo spacing 

Grayscale 

½ X 

½ X 

X 

X 

½ X 


Clear space 

½ X 

Queensland logo minimum size 

Queensland logo minimum size for web 

Black mono 

25mm 

Minimum Size 

140 pixels wide 

Minimum Size 





31

2.5 

Brand colours 


Pantone 3275 C 

CMYK (Coated) 

C 96 

M 0 

Y 47 

K 0 

Hex value: 00aba1 

The primary brand colour is a blue 

based green and has been chosen 

to reflect the vibrancy of the reef and 

the rainforest. 

The secondary colours represent the 

incredible diversity of wildlife and 

experiences from the inspirational 

coral and fish to the native flowers 

and animals which inhabit the land. 

Rainforest 

Sunshine 

Coral 

Ocean/Sky 

Cassowary 

Pantone 376 C Pantone 109 C Pantone 7417 C Pantone 313 C Pantone 266 C 

CMYK (Coated) 

C 56 

M 0 

Y 100 

K 0 

Hex value: 7dc242 

CMYK (Coated) 

C 5 

M 10 

Y 100 

K 0 

CMYK (Coated) 

C 0 

M 77 

Y 79 

K 0 

CMYK (Coated) 

C 100 

M 6 

Y 21 

K 0 

CMYK (Coated) 

C 75 

M 85 

Y 0 

K 0 

Hex value: f6d809 Hex value: f16142 Hex value: 00a3c5 Hex value: 60489d 




32

2.6 

Textures 

Textures – Rainforest to the reef 

The use of nature and wildlife images as backgrounds 

for type allows us to build a rich palette of colours 

and textures. This creates a very real, authentic look 

that gives our audience a taste of what Tropical North 

Queensland is all about. 

* For application on specific use of these textures, please contact 

gemma.bosworth@tq.com.au or 07 3535 5392. 

33

2.7 

Brand fonts 

Heading & retail font - ALIVE FONT 

The Alive font represents the strength and boldness of our claim - the pride behind out names and what we say. In 

a heading the Alive font must always be above the Shine font to describe the destination/bold statement. The shine 

font sits underneath as a personality font to describe the tagline or feeling. Alive can be used in all upper case or 

upper-lower case. 

abcdefghijklmnopqrstuvwxyz 


1234567890 

The brand typeface adds a fun, 

cheeky human touch to our 

headlines. The second face makes 

a bold, confident statement and 

creates impact for retail. The body 

copy font is a clean, modern font 

that works well with the brand font 

and is very easy to read. 

Heading font - SHINE FONT 

The Shine font is our personality font - it brings out the carefree and playful personality of Queensland - the people, 

places and experiences. The Shine font is only to be used in upper-lower case. 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 


1234567890 

34

2.7 

Brand fonts 

Body copy font - SANSATION 

The Sansation font is our body copy font for print. It’s clean, modern, easy to read and works well with the brand 

fonts. Recommended size is 10 point, leading 14 point. 




Sansation Light 



1234567890 

Sansation Regular 



1234567890 

Sansation Bold 



1234567890 

35

2.7 

Brand fonts 

Body copy font - SANSATION 

The Sansation font is our body copy font for print. It’s clean, modern, easy to read and works well with the brand 

fonts. Recommended size is 10 point, leading 14 point. 




Sansation Light Italic 



1234567890 

Sansation Italic 



1234567890 

Sansation Bold Italic 



1234567890 

36

2.8 

Tone of voice 

Tone 

Tropical North Queensland is adventurous by nature and the copy should endevour to be vibrant and alive too. The 

language should be colourful and engaging, appealing to people who like to push the boundaries and to people 

for whom the mere act of choosing to holiday somewhere tropical is an adventure in itself. For both audiences, the 

sheer majesty and spectacular beauty of the destination should be emphasized as it reinforces the exotic feelings 

they are expecting to tap into on their escape. However it is also important to reassure visitors that they are not at the 

edge of civilisation and that all the comforts and amenities of a major holiday destination - from eco camping sites to 

luxurious resorts - are readily at hand. 

Domestic example copy: 

Indulge your sense of adventure and be inspired by the unforgettable nature of Tropical North Queensland. 

Immerse yourself in the pristine waters of the Great Barrier Reef and come face to face with the abundant 

marine life of the Coral Sea. Discover the majesty of ancient tropical rainforests and feel the spirit of the 

tropics as you journey through this lush wonderland. Be touched by the indiginous culture of our traditional 

ancestors or meet Queensland legends in the outback wilderness regions of Cape York and the Gulf 

Savannah. Whether sleeping under the stars or in the comfort of 5 stars is your preference you will find you 

belong in Tropical North Queensland where it is Adventurous by nature 

37

2.8 

Tone of voice 

Copy rules for Tropical North Queensland, Adventurous by nature 

Where the statement is used in body copy it must always have a comma after Tropical North Queensland and a 

capital A on Adventurous. 

i.e. Tropical North Queensland, Adventurous by nature. 

The only time where the positioning statement can be split is if it is in the same sentence. 

E.g. Nowhere delivers as many natural wonders as Tropical North Queensland and that is why it’s Adventurous 

by nature. 

Or 

If one is the answer to the other. E.g. Who is Adventurous by nature? Tropical North Queensland. 

International example copy: 

Escape to Queensland’s Tropical North and discover a place of vast beauty and natural wonders – an 

Australian tropical adventure brought to you by nature. Being the only place on earth where two World- 

Heritage areas meet, adventures are as diverse as trekking through an ancient rainforest one day, to diving on 

the world’s largest coral reef the next. 

The sheer size and abundant underwater life of the Great Barrier Reef will take your breath away. You can 

explore the many islands and coral cays, hundreds of species of coral and more than 1500 species of fish. 

Your reef adventure can be an awe-inspiring seaplane flight, a world class dive, snorkelling its warm waters or 

from the dry delights of a glass bottomed boat or submersible vessel. 

38

2.9 

Visual treatment 

Most importantly in each shot we must capture the emotion. We don’t want the outtake to just be ‘that place looks 

good’ or ‘I want to be where they are’ but more-so ‘I want to feel how they feel’. 

Where possible we would aim to avoid the hero talent looking directly at the camera. However in some cases it may 

seem natural that a mate is taking the photograph and therefore it doesn’t seem contrived to have people playing up 

to the camera. 

Image Captioning 

For hero imagery a caption is to be placed over the image to describe the scene. 

If the activity is obvious, it is not mandatory to include it, (see example). 

Format 

Activity, Location, Destination 

(e.g. Snorkelling, Fitzroy Island, Tropical North Queensland) 

Caption positioning is preferred on the bottom left of an image in 

Sansation font (Regular) 11pt on an A4 size page. For online situations 

please use Arial font. 

39

2.9 


For all imagery the focus must be more on capturing the feeling of the moment rather than simply showcasing the 

destination. In line with the brand positioning of Tropical North Queensland, Adventurous by nature we must ensure 

that our images are bright, natural, social and active. 

Shooting close up shots of the reaction of the talent to the experience they are enjoying will provide a link to the 

brand campaign, striking a balance between people and place, and therefore producing a more emotional outcome 

for the viewer. 

Whatever the medium, all imagery and footage must capture a moment and share the emotion and the feeling that 

you get from a holiday in Queensland. 

Captures real and genuine moments 

More observational than posed/staged 

Captures emotion 

Want the outtake to be ‘I want to feel how they feel’ 

All about heroing the people, their faces and the moment 

Solar Flare 

In images for Tourism Queensland we are introducing a lens flare/light source that is used to literally highlight an 

emotional moment. 

The lens flare/light source can be captured naturally by using the position of the sun within each scene. (Being 

mindful that the hero talent do not become silhouetted or dark as a result). To be safe light sources should be 

controlled in post where possible. 

The light source can also be a reflection from a shiny surface such as water, the edge of a glass or other reflective 

objects. Underwater we will use the light rays shining through the surface, and in the rainforest there could be a light 

source appearing through the canopy. 

We must capture a real/genuine ‘put me in the moment’ photography style. More observational, rather than typically 

posed tourism shots. 

40

2.9 


Tropical North Queensland Graphic 

Tropical North Queensland graphic is a distinctive device that represents the rainforest and reef. 

The graphic is to be positioned in the bottom right hand corner of the artwork. The size of the graphic is based on the 

fish at the bottom sitting just below the film strip as shown. 

The graphic is not to be altered in any manner. 

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cupididat non. Nam libluta noblia niouster huiok ioers tim. Temporibud ausen dtem quinsusd et aur delectus ut aut prefer st etis iutate esse 

specul natur ipsum dolor sit amt cupid idat noner consectutiv quis nostrud pertous pertourar quis nostrud ertyu op. 

tropicalholidays.com.au 




41

2.10 

Filmstrip device 

The filmstrip becomes our common design element, its application is extremely versatile and can be easily adapted 

to provide consistency from brand advertising through to retail executions and partner templates. 

Filmstrip Imagery 

The filmstrip device is used to extend the emotion beyond the hero shot, by inserting extra images that add more 

to each story. These extra images can show other activities and places that our hero talent have visited, and or the 

other people in which they have shared moments with. Alternatively it can be used to highlight a chosen moment in 

more detail, such as a close up of seeing a fish in the reef. 

In retail print and collateral the filmstrip device can be adapted to house a retail offer or it can allow us to add images 

and context to a full page retail ad. The logo is to be featured in the far right panel. If the filmstrip device is used 

within a brochure (not on the cover), it may feature all imagery and should not include the logo. 

For further guidelines and user rules for the filmstrip please download the Filmstrip User Guidelines document from 


Example: Filmstrip device is used for press ads, brochure covers and collateral. 


Destination caption goes here. 

Example: Filmstrip device within a brochure (not on the cover). 

Whether you believe that 

Quiatquam eum dolor sustrunt eatem laut que nitatistio. Nihilla borumqu 

Fraser Island is the creation 

odistrum faccat eos aut quame renderi tatasit 

Bit voluptatiume eic temperchit, incilli gendus 

anditis solectis cullore stibus volorerum 

of Mother Nature or in fact the magnis evelent, volorup issuntur arumentis 

ventiur ioreperumque int ent mod et, te eum 

earthly incarnate of Yindingie magnatiisque proreca esenia eaquis praecae. 

voluptur aliquia delia sum rehenti od molore 

Et am doluptae. Nam qui voloren delentio 

the messenger of Aboriginal 

estotatur sit et occatem perferumquas ipition 

vendessinis dolorib usapit atem doloris 

go Beiral, Fraser Island’s 

nonsed et et, consequ iatur? Qui tetur? Et 

eos mollam, ilitio debit labo. Neque restiis 

lautame ndamendit et veruntium, quundis 

mirrored lakes, rebellious 

debitenditis mo moluptis dolorio rectata 

et praepelende non cus est que eium fuga. 

rainforest, mesmerizing sand il is niti blatiaerum sim isit doluptatur? To 

Fersperferum qui quati beruptis sumquo 

blows and historic icons are consequae sinullab inusdae non con rem. 

blacest, que eveniscit iurions edigent nonsed 

Lorpori anduciet volorrunt, quuntin usante 

simply unforgetable. 

et et, consequ iatu. 

quatiunt re lautectatur, veligenis sunt, 

officiaesto occus et, qui cuptae imodis et et Quiatquam eum dolor sustrunt 

Osimint essed quis endam rehenistia 

parcili quiamene dolores aut aspere volore re 

ditaquia inullab oruptat recab iliciis maxim 

Bit voluptatiume eic temperchit, incilli gendus 

qui ommolen. 

dollacc aeptaqui quis nam, conessitatur 

magnis evelent, volorup issuntur arumentis 

rest et mint quiberisitia corporeste perum 

magnatiisque proreca esenia eaquis praecae. 

Huiatquam eum dolor sustrunt 

idelloratur sapere nimus volorro est, 


tremious opusti 

solorenditas ex etur sendae ped quasperia 


debit quame laccaectora plignis aut eos Pigenesequis et volorep taeptas simusci te eos mollam, ilitio debit labo. Neque restiis 

duciis nihilitas repudam consequis dolenia core provid modic tem nam re sint is repra debitenditis mo moluptis dolorio rectata 

ntoribus ratesciat ommolut que nobis ma nim expland igenimus sam eostibe rehent, il is niti blatiaerum sim isit doluptatur? To 

veligniet ma dolore, ut et vendi vernate sun quamus, sim cum quam eumquam, soles ea consequae sinullab inusdae non con rem. 

Am faccat eictenihilis adi arum voluptatius quibus, seruntio blaccae volorep repudam Lorpori anduciet volorrunt, quuntin usante 

eum ditist quasit im ilitatecte volupta 

vitium sanditatem unte mil int aut quatiusant, quatiunt re lautectatur, veligenis sunt, 

temolectur reicia quis et la pliquos aut mos solor aborest, consequo comnimint ulparum officiaesto.occus etetertquitcuptae imodis et 

mo voluptat accat eictenihilis adi arum 

quatia quo voluptatemquaepere praecte et parcili quiamene dolores aut aspere volore 

voluptatius eum. 

mpelecepudi rerrum, sitiores alibusamus re qui ommolen dipsand. 

Whether you believe that 

Quiatquam eum dolor sustrunt 

Fraser Island is the creation Bit voluptatiume eic temperchit, incilli gendus 

of Mother Nature or in fact the magnis evelent, volorup issuntur arumentis 

earthly incarnate of Yindingie magnatiisque proreca esenia eaquis praecae. 


the messenger of Aboriginal 


go Beiral. 

eos mollam, ilitio debit labo. Neque restiis 

debitenditis mo moluptis dolorio rectata 

Osimint essed quis endam rehenistia ditaquia 

il is niti blatiaerum sim isit doluptatur? To 

inullab oruptat recab iliciis maxim dollacc 

consequae sinullab inusdae non con rem. 

aeptaqui quis nam, conessitatur rest et mint 

Lorpori anduciet volorrunt, quuntin usante 

quiberisitia corporeste perum idelloratur 

quatiunt re lautectatur, veligenis sunt, 

lautectatur, veligenis sunt, officiaesto.occus 

sapere nimus volorro est, solorenditas ex 

officiaesto occus et, qui cuptae imodis et et etetertquitcuptae imodis et. qui ommolen. 

etur sendae ped quasperia debit quame 

parcili quiamene dolores aut aspere volore re consequae sinullab inusdae non con rem. 

laccaectora plignis aut eos duciis nihilitas 

qui ommolen. consequae sinullab inusdae Lorpori anduciet volorrunt, quuntin usante 

repudam consequis dolenia ntoribus ratesciat 

non con rem. Lorpori anduciet volorrunt, quatiunt re. 

ommolut que nobis ma veligniet ma dolore. 

quuntin usante quatiunt re 

Occuptatquo beatur uiatquam eum dolor sustrunt lamert utert or aut re mo 

cor aut plitio blandem oluptatis volut 

8. 2010 Fraser Coast Holiday Planner For more information visit frasercoastholidays.info 

Example: Filmstrip device within a brochure. 

42

3. Visual Overview 

This section showcases best practice applications of the brand. The combination of atmospheric imagery, 

logos, supporting graphics, typography and vibrant colours, express a clearly distinctive Brand Tropical North 

Queensland message. 

43

3.1 

Print advertising 

Print Guidelines for A4 Sized Ad 

Type area 

Minimum 10mm on A4 Ad. 





Alive font 44pt 

Shine font 48pt 

Upper & lower case 

Range left 

Apply ‘Outer glow’ if required 

Caption for hero image. 

Font Sansation 11pt. 

Destination name goes here. 

Destination caption goes here. 

Graphic device positioned right 

hand bottom corner, rays vertical 

to the edge of page between 30-50% 

opacity 

Film Strip on 3 o angle, 

100% opacity 

1. Logo panel 

44mm 

5 

4 

3 

2 1 

2-5. Secondary image panels 

These images allow us to tell more of 

the holiday story. These images must 

convey experiences that add to the 

story of the hero image. 





33mm 





Retail Offer panel. 

A panel can be used to feature 

a retail offer. 

Film strip from base 

33mm (3 lines of copy) 

Film strip depth 44mm 

Body copy font 

Sansation Regular 11/13pt 

Call to action 

Alive 16pt 

44

3.2 

Outdoor advertising 

Brand Billboard 

45

3.3 

Pull-ups & Cooperative Ad 

Large Format Pull-up Banners 

Full Page Cooperative Ad 

46

3.4 

Domestic Press Brand Ads 



Half Page Brand Ad 

Jungle Surfing, Daintree, Tropical North Queensland 

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Temporibud ausen dtem quinsusd et aur delectus ut aut prefer st etis iutate esse specul natur ipsum dolor sit amt cupid idat noner consectutiv quis nostrud pertous pertourar. 


Full Page Brand Ad 

47

3.5 

Optional Domestic Press Brand Ads 

Examples including iconic 

destination headlines 

48

3.6 

Domestic Press Ad Cooperative & Retail 

It is preferred that the hero Tropical 

North Queensland primary green 

colour is used for panels and 

baseplates. However, where 

appropriate alternate colours from 

the approved colour palette can 

be used. 

Full Page Retail Ad 

Half Page Co-op Ad 

49

3.7 

International Press Ad Cooperative 


Where Australia Shines 

for Adventure 

Destination caption goes here 

Escape to Queensland’s Tropical North and discover a place 

of vast beauty and natural wonders – an Australian tropical 

adventure brought to you by nature. Being the only place 

on earth where two World-Heritage areas meet, adventures 

are as diverse as trekking through an ancient rainforest one 

day, to diving on the world’s largest coral reef the next. 

The sheer size and abundant underwater life of the Great 

Barrier Reef will take your breath away. You can explore the 

many islands and coral cays, hundreds of species of coral 

and more than 1500 species of fish. Your reef adventure 

can be an awe-inspiring seaplane flight, a world class dive, 

snorkelling its warm waters or from the dry delights of a 

glass bottomed boat or submersible vessel. 

Cairns is the international gateway to Queensland’s tropics. 

It’s the ideal place to start or finish your adventure. You’ll 

find a huge selection of accommodation styles, world class 

dining, entertainment and cultwvural facilities. It’s also an 

adventure into history. Delve into Aboriginal and Torres 

Strait Islander culture of the area or take a journey along 

the coastline of the Great Tropical Drive to learn about the 

colourful past of this vibrant part of the world. 

BeReRo inveR at dolup eRtis tuious 

■ Berero inveror aut doluptat uioster 

■ Terero inveror aut duptat uioster 

■ Terero veror aut duptat uioster or aut 


■ Wherero inveror aut duptat uioster 


■ Perero inveror aut doluptat uiosteror aut 

All international marketing activity 

driven by Tourism Queensland 

must carry Queensland, Where 

Australia Shines (QWAS) branding. 

Destination brand positioning can 

be reflected through the marketing 

activity via headlines, copy tone and 

imagery as required. 

BeReRo inveR at dolup eRtis tuio FeRmious 

Etmoium noiusert uiosert. 

Cesciis sus antio blaborr uptate etur atem fugia as exrchi llignis con commodit la 

sita cori utlam latatem volorum atem. 

BeReRo aBoR aut inveRoR qui aCCus aut dolento doluptat. opuio teRmi $699 

Etmoium noiusert uiose 

07 4159 2266 

mantrabargara.com.au 

Cesciis sus antio blaborr uptate etur atem fugia as exrchi llignis con commodit la sita cori ut. 

BeReRo inveRoR aut dolupat 

Etmoium noiusert uiosert 

Cesciis sus antio blaborr uptate etur atem fugia as 

exrchi llignis con commodit la sita cori utlam latatem 

volorum atem. 

BeReRo staY 5 niGHts inveRoR FoR aut tHe doluptat. pRiCe oF 4 


07 4159 2266 


Cesciis sus antio blaborr uptate etur atem fugia as exrchi llignis con 

commodit la sita cori ut. 





volorum atem. 



07 4159 2266 








volorum atem. 



07 4159 2266 








volorum atem. 

staY 5 niGHts FoR tHe pRiCe oF 4 

07 4159 2266 








volorum atem. 



07 4159 2266 








volorum atem. 



07 4159 2266 








volorum atem. 



07 4159 2266 




For more information about holidays in Cairns & Great Barrier Reef visit 

insert url here 

50

3.7 

International Press Ad Cooperative 


Where Australia Shines 

for Adventure 



For international marketing 

partnership activity between Tourism 

Tropical North Queensland and 

Tourism Queensland and other 

stakeholders, branding options are: 

















volorum atem. 



07 4159 2266 








volorum atem. 



07 4159 2266 








find a huge selection of accommodation styles, world 

class dining, entertainment and cultural facilities. It’s also 

an adventure into history. Delve into Aboriginal and Torres 




BeReRo inveR at dolup eRtis tuio FeRmious 

Etmoium noiusert uiosert. 

Cesciis sus antio blaborr uptate etur atem fugia as exrchi llignis con commodit la 

sita cori utlam latatem volorum atem. 

BeReRo aBoR aut inveRoR qui aCCus aut dolento doluptat. opuio teRmi $699 


07 4159 2266 


Cesciis sus antio blaborr uptate etur atem fugia as exrchi llignis con commodit la sita cori ut. 





volorum atem. 



07 4159 2266 








volorum atem. 



07 4159 2266 
















volorum atem. 



07 4159 2266 








volorum atem. 

staY 5 niGHts FoR tHe pRiCe oF 4 

07 4159 2266 








volorum atem. 



07 4159 2266 
















BeReRo inveR at dolup 

Jetstar package 

6 days and 5 nights Gold 

Coast package, return 

economy flights, airport 

transfers and Sea World 

Day Pass. 

BONUS: Adults get 

breakfasts at kids prices 

AND kids stay & eat FREE. 

Lorum ipsum dolor sit amet, 

consectutiv quis nostrud 

exercitation ull Empersperunto 

volupta voluptam lam ullene eos 

nam voluptataspe cumquae re 

sunt apeliqu untium.Tatecab is 

ut ut alia sed qui netum illupit 

magnisti consectur aliquame por 

aspedignis mo omnimustiam, 

07 1234 2266 

website.com.au 

*Cesciis sus antio blaborr uptate etur atem fugia as exrchi llignis con 

commodit la sita cori ut. Cesciis sus antio blaborr uptate etur atem 

fugia as exrchi llignis con commodit la sita cori ut.Id eatur? Aritios 

tiatius ressequi asimustiaeri asincil mod esectur?At odit, tet aciis ea 

etureri atiandae verferi remolor emquati unt quostin con cumendi 

autemporum, quos conseque sum rem iuntioria consecabore pa 

verferovit faccum ipsamet a volupta tiurita esenimilis ererum labo. 





volorum atem. 



07 1234 2266 








find a huge selection of accommodation styles, world 

class dining, entertainment and cultural facilities. It’s also 

an adventure into history. Delve into Aboriginal and Torres 












BeReRo inveR at dolup 

Jetstar package 

$ 

2599 * $ 2599 * 

per person twin share 

save $ 450 * 





volorum atem. 



07 1234 2266 




6 days and 5 nights Gold 

Coast package, return 

economy flights, airport 

transfers and Sea World 

Day Pass. 

BONUS: Adults get 

breakfasts at kids prices 

AND kids stay & eat FREE. 

Lorum ipsum dolor sit amet, 

consectutiv quis nostrud 

exercitation ull Empersperunto 

volupta voluptam lam ullene eos 

nam voluptataspe cumquae re 

sunt apeliqu untium.Tatecab is 

ut ut alia sed qui netum illupit 

magnisti consectur aliquame por 

aspedignis mo omnimustiam, 

07 1234 2266 


*Cesciis sus antio blaborr uptate etur atem fugia as exrchi llignis con 

commodit la sita cori ut. Cesciis sus antio blaborr uptate etur atem 

fugia as exrchi llignis con commodit la sita cori ut.Id eatur? Aritios 

tiatius ressequi asimustiaeri asincil mod esectur?At odit, tet aciis ea 

etureri atiandae verferi remolor emquati unt quostin con cumendi 

autemporum, quos conseque sum rem iuntioria consecabore pa 

verferovit faccum ipsamet a volupta tiurita esenimilis ererum labo. 

per person twin share 

save $ 450 * 





volorum atem. 



07 1234 2266 




- Use QWAS branding and promote 

the destination positioning through 

headlines, copy tone and imagery as 

required. Both the QWAS logo and 

the Cairns and Great Barrier Reef 

logo should be used 

OR 

- Use full Cairns and Great Barrier 

Reef branding. QWAS logo and 

Cairns and Great Barrier Reef logo 

should be used 



51

3.8 

Baseplates 

In baseplates, the Tropical North 

Queensland graphic element can be 

used as a stand alone graphic device 

on solid colour in the right hand side 

of the page or screen. 

Side Option 

2 Column 

5 Column 

7 Column 




52

3.9 

Digital Banners 

160 x 600px 

300 x 250px 

Frame 1 

Frame 2 

728 x 90px 

Frame 1 

Frame 1 

Frame 2 

Frame 2 

53

3.10 

Online & digital 

Consumer website 

The Queensland Holidays website contains over 3000 pages of regularly updated content and prides itself as the 

most comprehensive source of information on the web for visitors seeking tourist information on Queensland 

accommodation, tours and places to visit. 

Home page - queenslandholidays.com.au 

Tropical North Queensland Page - tropicalholidays.com.au 

54

4. QLD BrandDepot & Image Gallery 

55

4.1 

QLD BrandDepot & Image Gallery 

QLD BrandDepot 

The QLD BrandDepot is Tourism Queensland’s online resource centre for brand and campaign marketing tools. 

QLD BrandDepot provides tools, inspiration and ideas to improve our industry’s ability to market Queensland. 

BrandDepot is a one-stop-spot for accessing, downloading and sharing the latest files, tools and campaigns 

for Queensland and its destinations. 

Access is available to registered users including Tourism Queensland staff, tourism industry professionals 

and creative agencies seeking marketing tools for use in the positive promotion of Queensland. 

For further information visit tq.com.au/branddepot or contact the BrandDepot Coordinator at 

branddepot@tq.com.au or +61 7 3553 5486. 

Image Gallery & Footage Library 

In 2010, Tourism Queensland completed a photo and film shoot of over 70 Queensland destinations to support 

the new brand platform. The new images, footage and existing material is available through Tourism Queensland’s 

online Image Gallery. The Gallery contains the ultimate collection of high resolution Queensland images, capturing 

a wide array of tourism experiences and showcasing the diversity and splendour of this naturally beautiful state of 

Australia. 

Images are available to travel and tourism industry professionals, media and anyone seeking professional images 

for use in the positive promotion of Queensland. The collection contains approximately 20,000 high resolution 

images available for instant download. Wild footage may also be viewed and ordered through our Moving 

Footage Library. 

For further information visit http://tq.lookat.me.com.au or contact the Image Gallery Coordinator at 

image.gallery@tq.com.au or +61 7 3535 5489. 

56

5. Key Contacts 

57

5.1 

Key contacts 

Tourism Queensland 

Alison Bendall 

Marketing Manager 

Level 10, Tourism Queensland House, 

30 Makerston St, Brisbane Qld Australia 4000 

T +61 7 3535 5283 

E alison.bendall@tq.com.au 

Gemma Bosworth 

Marketing Coordinator 

Level 10, Tourism Queensland House, 

30 Makerston St, Brisbane Qld Australia 4000 

T +61 7 3535 5392 

E gemma.bosworth@tq.com.au 

Tourism Tropical North Queensland 

David Inches 

Director Consumer Marketing 

51 The Esplanade 

Cairns Qld Australai 4870 

T +61 7 4015 1202 

E david.inches@ttng.org.au 

58

Level 10 Tourism Queensland House 

30 Makerston Street 

Brisbane Queensland 4000 

GPO Box 328 Brisbane 

Queensland 4001 Australia 

T 61 7 3535 3535 

F 61 7 3535 5563 

E reception@tq.com.au 

W queenslandholidays.com.au 

W tq.com.au 

twitter.com/queensland 

twitter.com/tourismqld 

facebook.com/visitqueensland 

59

Style Guidelines - Tourism Queensland

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