Social & Government
Driving growth in Queensland Tourism
Driving growth in Queensland Tourism
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.
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.