islands of the great barrier reef

Client relationship since January 2007

The Great Barrier Reef is undoubtedly one of Australia and Queensland’s greatest tourism assets. In 2007, Tourism Queensland & CumminsNitro seized the chance to reinvigorate its international positioning by introducing a new and exciting approach to experiencing the reef.

Experience more of the reef by living on it.

You don’t truly experience something until you immerse yourself in it. And because the Islands of the Great Barrier Reef are actually on the reef, you get to live the experience completely. So the ‘Islands of the Great Barrier Reef’ brand inspires visitors to not only visit the reef but really immerse themselves in an experience above the reef.

Due to the successful adoption of the new IGBR brand, this year we will embark on broad creative development, to bring the story to life, and a global campaign to immerse everyone in the world’s greatest reef experience.

our work

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