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Queensland Announces New Tourism Campaign

September 28, 2010 By: Jena Tesse Fox

Surfers Paradise on the Gold CoastA new global brand creative aimed at attracting more Americans to visit Queensland was launched today. The new $4 million global tourism brand—Queensland, Where Australia Shines—was unveiled on Queensland’s Gold Coast.

“The new brand...captures the essence of what sets us apart from other destinations," said Tourism Queensland CEO Anthony Hayes, praising the state's famous sunshine and the more metaphorical sunny nature of the people who live there. 

Tourism Queensland Regional Director Americas Shana Pereira said the  positioning of Queensland, Where Australia Shines was based on extensive consumer research and industry consultation. “Queensland, Where Australia Shines was developed as part of Tourism Queensland’s Global Brand Strategy, which aimed to ensure the state’s destinations and experiences were positioned in a way that connected with visitors from the U.S.,” Pereira said.

New brands for Queensland’s biggest tourism regions—Brisbane, Gold Coast, Cairns and the Great Barrier Reef, Sunshine Coast and the Whitsundays—would be launched in the coming weeks.

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