by Mat Churchill

That's the tag line to Tourism North Queensland's new branding which was launched on Friday in the tranquil surrounds of the Tanks Arts Centre in Cairns. Representatives of State and Local Government, tourism bodies, and the tourism industry were present, and their enthusiasm and optimism for the new brand was on show for all to see.

Port Douglas and Daintree adventure tourism businesses such as Back Country Bliss, Jungle Surfing, and the Australian Muster Experience were on hand to help promote the launch.

Queensland's Minister for Tourism, Peter Lawlor, said the development of the brand 'Tropical North Queensland - adventurous by nature' was helped by the feedback of everyday Australians.

"Input was sought from 6,000 Australians on what they look for in a tropical holiday," he said. "There has been a shift in the marketing to the experience rather than the destination.

"The way we communicate needs to focus on genuine experiences," Mr Lawlor said. "This new vision for the region is lively and full of energy."

Mr Lawlor congratulated Tourism Queensland (TQ) and Tourism North Queensland (TNQ) for their work in producing the new brand.

See the new Tropical North Queensland television commercial (top left)

Anthony Hayes, chief executive of TQ, said the brand took 15 months to create from concept to launch."The great beauty that Tropical North Queensland has over everywhere else is not only the beauty and the nature, but the adventure that goes with it," he said.

Rob Giason, CEO of Tourism Tropical North Queensland (TTNQ) said the new brand has many advantages over its predecessors. "For the five years I've lived here the brand has always been confusing. This ('adventurous by nature') is something we can sell to the world."

Mr Hayes said tourism operators could expect to see the benefits of the new branding this wet season."As of today, we'll be taking every opportunity to be talking about being 'adventurous by nature'," he said.

However, a major launch to consumers will not take place until March in a bid to "build momentum for the next high season."

"This positioning is tailor made for Challenge Cairns," Mr Giason said. "The strategy will try to build the shoulders. Chinese New Year is in February and we'll have up to 20,000 visitors (to the region)."

Mr Giason said Tropical North Queensland had 650 tour options that fit with the 'adventure by nature' theme.

The tourism heads believe the brand will be successful in the international and domestic markets, but stressed that for success to be achieved it relies on the support of local businesses in Tropical North Queensland..

"It's really got to be carried by you to the world," Mr Giason said.

Tell us what you think of the new Tropical North Queensland brand and its television commercial