THE CHALLENGE

Tourism and Events Queensland (TEQ) wanted to understand how to best present, position and communicate their destination assets to prospective interstate/NZ travellers to drive growth in visitation in 2016/2017 and beyond.

THE RESULT

We developed an integrated multi-stage process of brand architecture and segmentation, to drive both cost and time efficiencies. TEQ were then able to strategically prioritise the 7 core pillars and target the identified high-growth segments. This all fed into the creative strategy development process and execution which led to the creation of the 2017 Tourism Queensland campaign.