tropical north queensland
Client relationship since 2006
Change Your Latitude
The new brand campaign for Tropical North Queensland launched in March 2007. The primary objective of this campaign was to differentiate the TNQ brand from other tropical holiday experiences. The natural beauty of the region, and its access to the Great Barrier Reef, places TNQ as a ‘must see one day' destination in the minds of consumers. So the marketing challenge was to elevate TNQ above other tropical destinations and show a variety of experiences to counteract a consumer complacency or a ‘been there, done that’ attitude.
The campaign defines TNQ as a zone that shifts your emotional space once you cross a latitudinal line into the tropics. The campaign is fully integrated across various media. It is spearheaded with a 60 second awe inspiring TVC. The print and outdoor are snapshots of the TVC scenes, using breathtaking scenery which would make anyone want to take a holiday. The online campaign is a definite ‘must see’ – www.changeyourlatitude.com.au. It cleverly allows interaction with Google Earth to explore the region from above, plus there was also a competition element to entice people to interact with the campaign site.
It's a world class tourism campaign that sets TNQ and Queensland apart from the competition. It has been strongly embraced by the many stakeholders involved and will drive the region's tourism growth domestically and internationally.
Our team created the integrated campaign from logo design through online, print, merchandise and much more. It even featured a world-first with the use of Vividas small screen display of the TVC online.
Since its inception, the campaign has been well recognised and highly awarded for its strategic thinking and creativity. It received outstanding results at the recent Brisbane Advertising & Design Awards, taking home 20 awards including Best of Show.
our work
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