Townsville North Queensland unveils its vibrant new destination brand, ‘Up for Unexpected’, encouraging and inspiring Aussie travellers to explore the region and all it has to offer.
The new brand campaign showcases and celebrates the unexpected experiences and hidden gems that can be found throughout Townsville North Queensland. Whether it's exploring the natural beauty of Magnetic Island, discovering the local art scene, or indulging in the region's world-class dining options, there's something new for every type of traveller.
Lisa Woolfe, Director of Visitor Economy and Marketing at Townsville Enterprise, says, "There's a lot to love about Townsville North Queensland, and this campaign truly showcases the region's strengths and unrivaled power to surprise and delight visitors. Yes, we've got luxurious beaches to laze beside and hatted restaurants to graze, but for those seeking new experiences, we have so much more just waiting to be explored. Our campaign promise is to discover the unexpected – the stuff that the best kind of adventure stories are made of and what curious explorers live for".
"The region has a wealth of activities and secret spots to discover, and we're excited to share it with visitors who are ready to delve into the unexpected. We hope this campaign will spark a feeling of wanderlust in our own picturesque Aussie backyard, and inspire people to come and explore all that Townsville North Queensland has to offer," Lisa adds.
Launching this new destination campaign is a scenic brand video featuring a range of the region’s prominent attractions, set to an original song written and performed by renowned musician and Townsville local, Trent Bell, created specially for the destination’s new creative platform.
This destination brand launch comes off the back of extensive consumer research, focusing on capturing the essence of Townsville North Queensland and strengthening its position and contribution to Australia's once again booming tourism economy.
Mayor of Townsville, Jenny Hill congratulates Townsville Enterprise on the successful launch and development of the new tourism brand Townsville North Queensland: Up for unexpected.
“Tourism is a big part of our market here in North Queensland and this new brand fits with what the community and our visitors are looking for,” Mayor Hill said.
“This is a new brand for the entire region. It’s not just about Townsville. It’s about Charters Towers, it’s about Hinchinbrook, it’s about the Burdekin. We’ve all got something to offer. How many places in Australia can you get off a plane and go to a great tropical island, head west to see the Texas Longhorns in Charters Towers or drive south to the Burdekin to see how sugar is made.”
With this new campaign, Townsville Enterprise is looking forward to welcoming more domestic visitors to the region and sharing all the wonderful local experiences that await them.
Tourism Minister Stirling Hinchliffe said Townsville’s new tourism campaign is backed by the Queensland Government.
“Funding for Townsville’s Up for the Unexpected is part of the Palaszczuk Government’s election commitment to Queensland Regional Tourism Organisations,” Mr Hinchliffe said.
“Townsville Enterprise understands Townsville’s visitor attractions and the priorities of local tourism operators better than anybody else. It’s terrific to see this campaign highlighting North Queensland’s great lifestyle to the world and growing more good tourism jobs for Townsville’s visitor economy.”
The Up for Unexpected campaign is set to roll out across various media channels, including social media, television, and online advertising, in the coming weeks.
For more information on the ‘Up for Unexpected’ campaign, visit Townsville Enterprise.com.au.
*Source: Rhiannon Hughes | Sling & Stone rhiannonhughes@slingstone.com
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