Branding CapricornBrand CapricornOverview Research in 2001-2002 indicated that market awareness of Central Queensland varies and that the region faced three perceptual barriers to securing a greater share of tourism. The Capricorn brand campaign recognises these issues and seeks to identify the Capricorn region of Central Queensland as an integral part of the State's over-arching Brand Queensland. Positioning Statement The Capricorn Region of Central Queensland is an unique Queensland holiday destination where you'll meet Real, down-to-earth people, where the attractions remain unspoilt. Vision The "Real holiday experience" theme was introduced in 2002 and remains a strong statement today and has been extended to highlight the destination's key features, iconic attractions, real Australian characters and experiences. Brand Personality Real People, Real Places, Real Experiences
Creative The logo is a stylised map of Queensland indicating the Central Queensland location in relation to the state and the regions coastal and inland coverage. In various applications a stylised Tropic of Capricorn line is used to highlight the 23.5 degrees latitude positioning.
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