Central Highlands Development Corporation wishes to acknowledge the traditional custodians of the land on which we meet today. We pay our respect to the elders, past, present and emerging.

Blackdown Tableland Visit centralqueenslandhighlands.com.au

2 00 contents

01 our Story 05

02 brand pillars 06

03 our region 07

04 using explore more 08

05 tone of voice 09

06 our brandmark 15

07 our sub brands 16

08 brandmark usage 17

09 Co-branding 19

10 colour palette 20

11 Fonts 21

12 Imagery use 22

13 moodboard 23

14 Social media examples 24

15 in market Executions 25 16 our channels & lto/lta channels 29

3 4 01 our story

There are some destinations whose The true value of the destination can attractions all sit on the surface, are be found all over the terra firma of easy to see, predictable, and over- the Central Highlands - populated, and then there are others whether you’re interested in geological that sit more quietly, sparking your creations, cascading cliffs, indigenous curiosity and nudge you quietly to history or the agriculture industry. explore more. While most choose to define their The Highlands is adventure by the Central Queensland one of them, with its diverse landscape Highlands trifecta of natural attractions that encourages you to dig a little - Carnarvon Gorge, Blackdown Tableland deeper with each and every kilometre and the Sapphire Gemfields - to stay you put on your odometer. only on these beaten paths mean you miss what more there is to explore. Located in Central Queensland at the crossroads of the Capricorn In between, small country towns define Highway and the Great Inland Way, the Central Queensland Highlands these two arterials serve like arteries experience, with friendly locals who to the visitor economy, connecting reflect what outback hospitality is travellers to 60,000km2 of the all about, quaint communities and equally arid and verdant Central historical museums and railway Queensland Highlands. stations only a marked signpost away.

No matter which direction you’re No matter when you visit, every day travelling from, or where you’re heading is a new discovery in the Central to next, within the Central Queensland Queensland Highlands, whether it’s a Highlands you’ll find a tableland that’s new indigenous rock art site, a precious set for adventure. sapphire stone or a new mine.

While the region might be diverse in And just when you think that’s landscape, the region is starkly similar everything there is to see and do in the in its shared values; it’s grounded, Central Queensland Highlands, you’ll honest and authentic. find there’s more to explore.

5 02 brand pillars

brand pillar 1 brand pillar 2 brand pillar 3 brand pillar 4 Explore iconic national parks Get down to earth uncover history & heritage Captain your own adventure

Not many places can lay claim to Whether you’re a seasoned fossicker You won’t need to turn to a local You didn’t come to the Central having an oasis in the outback, but taking out a claim for the next library to find the history and heritage Queensland Highlands to be bound the Central Queensland Highlands has 30 years or you’ve arrived on the of the Central Queensland Highlands. by a schedule, timeframes and two of them – Blackdown Tableland Sapphire Gemfields for a day of sifting In fact, this region very much wears itinerary coordinated to the nth and Carnarvon Gorge – tucked through the rubble, there’s a very its history on its sleeve, whether degree, did you? You came here for within its borders. Immerse yourself good chance it won’t just be the travel that be indigenous history, early autonomous discovery, to charter in wilderness and embrace mother memories that will leave you richer pioneering history, mining history or your own adventure and spend as nature, as you follow the paths to from a visit to the Central Queensland agricultural history. Turn back the little or as much time as you want spectacular scenery, rockpools and Highlands. Visitors are encouraged clock and discover stories of the past doing as much or little as you want waterfalls carved out by wind and to find sapphires, which have been with every small town you visit. Let (don’t worry, we don’t judge). Our rain over millions of years of geologic waiting under the surface for tens of locals be your guide and take you affordability means you can spend activity. These are the very landscapes thousands of years for a visitor just on a journey of Central Queensland more time with us than you might that travellers from all over the world like you to find. Very few places in Highlands discovery. otherwise do on the coast and our journey west to see. As you marvel at the world allow you so generously to temperate climate encourages you their geological wonder, you start to become a precious stone miner for a to stay and play a little while. When wonder - why stay for just one night short time and a good time, but the there’s more to explore, you’re in the and tackle just one of the trails, when Sapphire Gemfields do. Come empty driving seat to new adventure. Where there’s so much more to explore? handed, leave with precious memories will you go today? You’re not sure, but (and if you’re lucky, a precious stone). you know it won’t be boring.

6 TO TOWNSVILLE mackay darwin

TO CHARTERS TOWERS 03 our region cairns

The Central Queensland Highlands sits canberra perth at the centre of two completely different adelaide sydney worlds – the Southern Great Barrier Reef and melbourne Outback Queensland. hobart To find it, head inland from along the Capricorn Highway or if travelling north to south along the Great Inland Way. Both major highways form a junction in the Central Queensland Highlands and the ‘X’ capella these two highways make on a map, marks the destination’s spot. sapphire rockhampton gemfields emerald TO LONGREACH bluff blackwater The Central Queensland Highland’s main business comet centre might be Emerald, but the region’s natural boguntungan dingo attractions can be found dotted like a compass around the region – Carnarvon Gorge, Sapphire gladstone Gemfields and Blackdown Tableland. woorabinda In between it’s 60,000km2 borders, you’ll find small country towns like Duaringa, Dingo, Capella rolleston bauhinia and Blackwater, which beg you to Explore More. carnarvon arcadia gorge valley

maryborough

TO BRISBANE

7 04 using explore more

Although the tagline for Central Queensland Highlands is examples for use Explore More, it’s been designed for you to customise. Stay longer. Explore More It does not need to be used in its branded format e.g. Central Queensland Highlands Explore More / Carnarvon Peak hour less. Explore More Gorge Explore More, you can use Explore More both before or after the subject. As an example the Rubyvale Work less. Explore More Hotel might like to use, Explore More of our menu. No plans this weekend? Explore More There is no need to complicate the messaging, but if you’re unsure how to apply the tagline, please contact: Drop the caravan legs. Explore More [email protected] Kids spending too much time indoors? Explore More What’s important is the tagline Explore More is used in sentence case e.g. Explore More NOT explore more, The only out of office you need to know. Explore More Explore more or explore More. Our kind of 9-5. Explore More

What else will you find in the Sapphire Gemfields? Explore More correct formatting Save the date for these regional events. Explore More Explore More Explore More Get offroad. Explore More. IN-COPY FORMATTING HEADLINE FORMATTING Explore More of Capella

Explore More than your backyard

Explore More than your four walls

8 05 tone of voice

If the Central Queensland Highlands logo and tagline was removed from every piece of marketing material, how would customers know who said it?

The answer lies in the tone of voice, which is why it’s so important we speak consistently to our target audience.

9 05.2 how we use our tone of voice

We understand the visitor experience What then are our customer has nothing to do with us, it’s all about motivations when they are the customer. travelling in region? That’s why our language is customer- focused, with emotive language to your customers are: connect the audience into the experience. We aim to lead with our customer Budget-conscious motivations, as we know these are what drive the holiday decision-making process Family-friendly – even those travelling We are authentic, humble and down to without children like that the Central earth, with a tone that matches the visitor Queensland Highlands is family-friendly experience. We are confident in who we Pet-friendly and motivated by where their are, but perhaps more importantly, we fur baby can visit too know who we are not.

We know we’re not for everyone, so we Wanting to escape the cooler weather to aim to build meaningful relationships somewhere that’s always temperate with our true audience, not try and be all things to all people. Spontaneous. They like that they don’t have to have their trip organised within an We believe Explore More is both a directive inch of its life. They can be spontaneous, and an invitation. Explore More ignites nomadic and follow their nose travelling intrigue (what else is there to do in the the Central Queensland Highlands Central Queensland Highlands?) and sparks their curiosity (what else will we find in the Are motivated by all the things to see and Central Queensland Highlands?). do, especially low cost and free activities

The way we speak Interested in regional events to experience aims to do the same. life like a local

10 05.3 introducing our tone

No matter whether you’re writing website copy, a travellers guide, social media posts or an eNews, the tone of voice for the Central Queensland Highlands should be consistent.

You should be able to tell who has written it, even if all branding was removed from the communication asset itself. honest We know the key to any marketing success is consistency, and the only way to build a national we are bold, bright and direct consumer brand, is through communication structures.

Our tone of voice governs how we speak, to make sure our brand personality shines through everything we do. In all communications, our tone of voice conveys the positive following attributes. we are optimistic, vibrant and encouraging

familiar we are inclusive, inviting and down to earth

11 communicate with the customer like you're wearing shorts and thongs. not like you're in a suit and tie.

12 05.4 how we write

enewsletter example social media caption example blog post / itinerary example

3 days in the Central queensland highlands You’ve just picked up a boarding pass that reads EMD, what more Sick of the same four walls? is there to explore? With three days on your side, you’ll have enough time to tick off Emerald city, its quaint neighbouring towns and try your hand We’ve got your 2021 plans covered at fossicking for sapphires in the largest Gemfields in the Southern Hemisphere. It’s time you went off the beaten track and Put Emerald, Rubyvale and Sapphire on your explored the Central travel itinerary, and explore more of the Central Queensland Highlands. If you thought national park camping was Queensland Highlands with this itinerary as all boots, backpacks and a bad back as a EXPLORE MORE take home souvenir, we see your camping your guide. assumptions and raise you glamping in . With walks that range from 1.5km return to 87km – you’ll want to put your feet up and stay and play a while. From fossicking for sapphires We told you there’s always more to explore

to digging into Australian #exploreCQH history, every day is a new discovery when you take the road less travelled and detour inland from the coast.

Are you ready to Explore More?

13 05.5 when writing, we avoid clichés

The following tourism hyperbole has no place in our marketing, as it does not meet our brand personality of being honest and familiar:

Unique

Boutique accommodation

For all tastes and budgets

Something for everyone

Bespoke traveller

For visitors and locals alike (or anything ‘a like’)

Famous for (unless what you’re referring to is genuinely famous on an international scale)

14 06 our brandmark

The Central Queensland Highlands brandmark combines our name with our tagline, Explore More, to encourage visitors to extend their stay.

This lockup should be used on all communications promoting the Central Queensland Highlands, only interchangeable with the four sub brands (Emerald, Carnarvon Gorge, Blackdown Tableland and Sapphire Gemfields) which can be used for relevant local area marketing campaigns.

Where smaller towns do not have a suitable lockup (e.g. PRIMARY BRANDMARK FULL COLOUR PRIMARY BRANDMARK MONO REVERSED Capella, Blackwater etc), the Central Queensland Highlands lockup should be used in lieu of creating a sub-brand.

We have provided full colour positive, full colour reverse, mono reverse and mono versions for use according to the usage and note that only these supplied files should be used.

Do not modify the supplied logo files in any way. Instead, if the primary brandmark doesn’t work for your layout, please contact [email protected] to find a suitable arrangement.

Download the logo files, HERE. PRIMARY BRANDMARK FULL COLOUR REVERSED PRIMARY BRANDMARK MONO

15 07 our sub-brands

PRIMARY BRANDMARK PRIMARY BRANDMARK PRIMARY BRANDMARK PRIMARY BRANDMARK

PRIMARY BRANDMARK REVERSED PRIMARY BRANDMARK REVERSED PRIMARY BRANDMARK REVERSED PRIMARY BRANDMARK REVERSED

16 08 brandmark usage sizing variations dos and dont's

To retain legibility and the integrity of our Central Queensland Highlands Brandmark, clear space and minimum size guidelines should always be adhered to.

For clear space, the X height is equal to that of the Brandmark text.

Brandmark minimum sizes for both print and digital applications are as follows:

CLEAR SPACING CORRECT USE INCORRECT USE print digital

MINIMAL SIZING 30MM HEIGHT MINIMAL SIZING 115PX HEIGHT CORRECT USE INCORRECT USE

17 08.1 brandmark usage sizing variations dos and dont's

CLEAR SPACING CORRECT USE INCORRECT USE print digital

MINIMAL SIZING 60MM WIDE MINIMAL SIZING 225PX WIDE CORRECT USE INCORRECT USE

18 09 co-branding

INTERNATIONAL BRANDMARK FULL COLOUR INTERNATIONAL BRANDMARK FULL COLOUR REVERSE

CO-BRANDING LOGO WITH REGIONAL COUNCIL

19 10 colour palette

granite grey ochre orange harvest yellow moss green sapphire blue bottlebrush reD

PANTONE: COOL GREY 10 PANTONE: 164 C PANTONE: 1235 C PANTONE: 367 C PANTONE: 7685 C PANTONE: 704 C C CMYK: (0, 55, 75, 0) CMYK: (0, 31, 91, 0) CMYK: (39, 0, 76, 0) CMYK: (81, 45, 0, 31) CMYK: (0, 90, 72, 29) CMYK: (57, 46, 40, 25) RGB: (255, 127, 69) RGB: (253, 187, 48) RGB: (164, 214, 94) RGB: (44, 86, 151) RGB: (158, 43, 47) RGB: (99, 102, 106) HEX: FF7F41 HEX:Fdbb30 HEX: a4d65e HEX: 2c5697 HEX: 9E2b2f HEX: 63666a

20 11 fonts

There are three typefaces TRIUMP (PRIMARY) used in the Central Triump is our primary typeface. It is a simple san serif font, strong, hard wearing and well-suited for high- Queensland Highlands brand. impact headlines with a distinct visual personality. The combination of these typefaces have been chosen ABCDEFGHIJKLMNOPQRSTUVWXYZ for their proportional balance abcdefghijklmnopqrstuvwxyz and legibility. Together they 0123456789 express our easy going, yet energetic personality. KONIG (SECONDARY) Download the fonts, HERE. Konig is our secondary typeface. It is a handcrafted vintage display typeface that is strong and bold. It is used for our tagline, and can also be used as an alternative for headlines and callouts. Please note: The Konig typeface is to be used as lowercase letters only, eliminating any alternate character ligatures and stylised accents. abcdefghijklmnopqrstuvwxyz 0123456789

WORK SANS (SUPPORTING) Work Sans is our supporting sans-serif typeface. It is contemporary, clean and approachable, and can be used in all caps as a typographic feature.

WORK SANS REGULAR WORK SANS MEDIUM WORK SANS BOLD ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOP QRSTUVWXYZ QRSTUVWXYZ QRSTUVWXYZ abcdefghijklmnop abcdefghijklmnop abcdefghijklmnop qrstuvwxyz qrstuvwxyz qrstuvwxyz 0123456789 0123456789 0123456789

21 12 imagery usage

The following are a few points to note when selecting photography: Photography is an integral part of telling the “Explore More” Composition brand story. Our photography should be compelling and engaging, depicting the spirit and energy of the diverse Simple and uncluttered. When using a single image, plan that text may be people and places of the Central Queensland Highlands. layered over the top of the image and a clear space should be allocated. Imagery should always: place When capturing a place consider how people interact with the location. While the primary focus ison the place the image should also reflect activity where possible. Be authentic scaling Represent a moment Within the suite of images there should be a contrast in the scale of the focal points. Show experiences set against nature Framing/Cropping Be emotive On hero photography no tight cropping, images should maintain a sense of space. Be genuine expression Focus on people inside the destination Natural facial expressions and movement. No static/staged poses. Capturing a Avoid oversaturated or overly staged creative moment, energy, life and spirit.

Be relevant to the season lighting/effects Natural and ambient lighting should be used. No special effects or heavy retouching.

stock photography It is possible to use stock photography however extreme care should be taken when selecting images.

22 13 moodboard

23 14 social media examples

We have rebranded our consumer Facebook and Instagram channels to @centralqueenslandhighlands to marry into the new brand name for the region.

Given the name is long in characters and therefore unsuitable for a hashtag, we have opted for a primary hashtag #ExploreCQH which should be used on all social media posts. This is the hashtag we are encouraging visitors to share their imagery with the Central Queensland Highlands.

There are no requirements for secondary hashtags, although it’s recommend the post build further brand equity by using destination specific tags in all variations, such as #centralqueenslandhighlands This is what we call a room with a view! Looking down the barrel of another week If you thought Central Queensland Highlands spent behind the desk? Not us. was all mining and big agriculture, prepare to #centralqueensland #centralqldhighlands When was the last time you pointed your see our softer, floral side as you #exploreCQH Explore More of your backyard planning a trip bonnet west to #exploreCQH? this Spring #centralhighlandsqld #centralqld to #exploreCQH  Find us at the junction of the Great Inland Way Capella We have provided examples below for how you and Capricorn Way, just a few hours west of Rockhampton can incorporate Explore More into your social You bring the tent. We’ll provide the rest. media in both an organic and paid capacity.

24 15 in market executions

Explore more take a walk than your own backyard on the wild side

Carnarvon Gorge Carnarvon Gorge Visit centralqueenslandhighlands.com.au Visit centralqueenslandhighlands.com.au

EXAMPLE BILLBOARD - DOWNLOAD HERE EXAMPLE BILLBOARD - DOWNLOAD HERE

Visit centralqueenslandhighlands.com.au

EXAMPLE BILLBOARD - DOWNLOAD HERE

25 15 in market executions

Explore more than your own backyard

Carnarvon Gorge Visit centralqueenslandhighlands.com.au and download our visitors guide and touring map

EXAMPLE 1/2 PAGE PRESS ADVERT - DOWNLOAD HERE

26 15 in market executions

EXAMPLES OF TACTICAL EXECUTION FOR SOCIAL MEDIA - DOWNLOAD HERE

27 15 in market executions

EXAMPLES OF WEBSITE BANNER EXECUTIONS - DOWNLOAD HERE

28 16 our channels & lto/lta channels

our channels our partner channels

/CENTRALQUEENSLANDHIGHLANDS /VISITCAPRICORN /OUTBACKQUEENSLAND

@CENTRALQUEENSLANDHIGHLANDS @VISITCAPRICORN @OUTBACKQUEENSLAND CENTRALQUEENSLANDHIGHLANDS VISITCAPRICORN.COM.AU OUTBACKQUEENSLAND.COM.AU

#EXPLORECQH #VISITCAPRICORN #OUTBACKQUEENSLAND

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