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Brisbane Region ‘Hero Experiences’ Fact Sheet

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Brisbane Region ‘Hero Experiences’ Fact Sheet Brisbane Region ‘Hero Experiences’ Fact Sheet The Visitor Experience Why ‘Hero Experiences’? region’s 2020 tourism vision, brand A tourism ‘experience’ is the emotional Focussing on a destination’s ‘hero promise, and the ‘themes’ that underpin feeling or personal achievement a visitor experiences’ is: the vision and brand. derives from the purchase, participation responding to the demands of our Vision or consumption of a tourism product – domestic and international visitors, accommodation, attractions or tours. “By 2020 the Brisbane region will be designed to gain a competitive The ‘tourism product’ is what the customer recognised as offering Australia’s most advantage over other destinations, and buys; the ‘tourism experience’ is what welcoming, spirited and energised they remember. an opportunity to focus the efforts subtropical capital city offering world of tourism stakeholders and class major events, coastal, island and What are ‘Hero Experiences’? create partnerships. countryside experiences.” Hero experiences are those world class The identified destination ‘hero iconic experiences that: Core Brand Promise experiences’ builds on existing destination Feel the vitality of city life with a provide a destination with a real and Queensland brand work, provides subtropical twist. competitive advantage over operators with the opportunity to improve other destinations, and innovate their operations without Themes focus on what is truly unique or major capital investment and ultimately is Vibrant, Relaxed, memorable or engaging about a about creating unique memories for our Urban Outdoor Lifestyle destination, and visitor and positive word of mouth. Events and Culture meet the needs of identified The Brisbane Region ‘Hero Experiences’ Nature at your doorstep bursting with target markets. have been developed to deliver the colour and life THE EXPerIenceS SPecTruM This diagram illustrates the process of moving from offering Experiences = Greater Economic Value individual commodities, products and services to delivering compelling and engaging experiences. GREATER DIFFERENTIATION EXPERIENCESEXPERIENCE Higher yield Meet the vintner, learn to pair wines with food PRODUCTGOODS SERVICESSERVICE Bottled wine Wine tastings UNDIFFERENTIATED Lower yield COMMODITY Grapes PRICE Source: Nancy Arsenault, Celes Davar and Todd Lucier (2011) Brisbane Region ‘Hero Experiences’ Vibrant, Relaxed, Events and Culture Nature at your doorstep Urban Outdoor Lifestyle Enjoy exclusive shows, exhibitions and bursting with colour and life Only Queensland can deliver a sporting events, alongside outstanding Get amongst it and thrill to iconic wildlife, sophisticated new world city whose local offerings, in world class venues and adventure and nature-based experiences colourful and subtropical setting inviting outdoor settings. set amongst a subtropical landscape of draws you outdoors into a vast array Supporting Attributes and vibrant blues and cooling greens. of enticing and invigorating activities Potential Clusters: Supporting Attributes and and experiences. Arts: Powerhouse, Queensland Performing Potential Clusters: Supporting Attributes and Arts Centre and Queensland Gallery of Feed the wild dolphins (Moreton Island); Potential Clusters: Modern Art; Major Events and Festivals; Whale watching (Moreton Bay); Cuddle a Alfresco dining and bars; outdoor markets, young designer markets; farmers markets; koala (Lone Pine Sanctuary); Some of the festivals, movies and events; outdoor cultural and culinary precincts; sporting world’s largest sand islands (Moreton and leisure spaces: Roma St, Botanical codes: Brisbane Broncos, Brisbane North Stradbroke); sand tobogganing; Gardens, South Bank, New Farm Park, Roar, Brisbane Lions, Queensland Reds, guided day walks and tours; skydiving and Mt Coot-tha, River walk & Kurilpa or Brisbane Heat; Major sporting events: ballooning; heritage listed national parks Goodwill Bridge; Walking and cycling; Brisbane International and State of Origin. and precincts; Inland dams and lakes. Riverlife (kayak the Brisbane River); Urban adventure – Story Bridge Climb & Abseil, Kangaroo Point Cliffs..
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