Tourism Queensland have launched a new global tourism brand entitled, "Queensland, where Australia shines". To view the complete advertisement click play on the screen image opposite.

Premier Anna Bligh yesterday unveiled the new vision for the state.

Our very own member for Cook Jason O’Brien MP added his weight to the new tourism brand.  He said it will shine a new light on the whole state including North Queensland.

“Queensland, Where Australia Shines is exactly who we are,” Mr O’Brien said.  “Far North Queensland is Australia’s best holiday destination and we have known that for a long time.

Mr O’Brien said the new brand is likely to make people think of their own favourite “shining moment.  One of the things I personally love about up here is going for an early morning walk or late afternoon stroll on Four Mile Beach.  I’m
sure that many people can relate to these kinds of special moments that would make much of the rest of the world quite jealous!”.

“This is a $4.16 million investment that will set us apart from other destinations,” Mr O’Brien said,  “After 12 years under the brand platform, Where else but Queensland, this is a new era for Tourism Queensland and I congratulate them on the vision and creative potential for Queensland, Where Australia Shines.  I think 'Queensland, Where Australia Shines' is a brand that will resonate with Australian and international visitors and will enable our tourism industry to grow.

Mr O’Brien said to celebrate the launch of 'Queensland, Where Australia Shines', there would also be some great online holidays deals available from now until December through www.queenslandholidays.com.au 

“Queensland’s own shining airline Virgin Blue and other industry partners have also come on board as part of a retail campaign valued at $2.2 million".

“Over the coming weeks this campaign will offer a range of great Virgin Blue airfares to ten Queensland destinations, which will be promoted via television, radio, online and outdoor advertising, to followers of Tourism Queensland’s social media sites such as Facebook and Twitter and to the 380,000+ subscribers to Shine in 'Queensland – Queensland Holidays’ e-newsletter.”

“The tourism industry is so important to the Queensland economy contributing $9.2 billion and directly and indirectly employing 222,000 Queenslanders.”

Tourism Queensland boss Anthony Hayes admitted the new branding will inevitably have its critics”. But he said the tourism body was determined to change its message. “It is essential we get on the front foot and tell an aggressive story for Queensland”.

He said too many critics focus on purely the tagline or the 60-second video, and do not look at the wider initiatives being undertaken.  While no timeframe has been put on the longevity of the branding, officials are confident it will be in place for the next decade. The launch of the branding was welcomed by industry bodies.

Editors comments: I like the video, I'm not sure I like the brand, I expect it will grow on me.  However I still can't get out of my head that we are promoting so heavily to an international audience that doesn't exist rather than a domestic market that does.  I wish someone would convince me that this isn't a waste of tourism funds!   Comments please, tell me I'm wrong!