Tropical North Adventurous by nature Sub-regional Style Guidelines Contents

Introduction 3 Positioning Straplines 4 Tone of Voice 5 Brand Strategy Mission Beach & Cassowary Coast 6 Palm Cove 7 Atherton Tablelands & Kuranda 8 Gulf Savannah 9 & Daintree 10 & Great Barrier Reef 11 Cooktown & Cape York 12 Brand Family 13 Brand Colours 14 Brand Textures 15 Texture Usage 16 Visual Overview A4 Art 17 Domestic Press Brand Ads 18 Pull-up Banner & Press Ad Cooperative 19 Digital Banners 20 E-Newsletter 21 Online & Digital 22

2 The Sub-regional Branding

Introduction The purpose of this guide is to ensure the visual Summary of Rules direction of Brand Tropical North Queensland and 1. Brand logos MUST NOT be digitally altered, its seven sub regions (Mission Beach, Cairns & adapted or changed in any way whatsoever and Great Barrier Reef, Atherton Tablelands, Palm Cove, must retain their original colours and Port Douglas and Daintree, Gulf Savannah, proportions, i.e. logos must not be distorted or Cooktown and Cape York) is maintained to the stretched in any way. highest standards. 2. Original artwork must be used at all times when This sub-regional document is a supplement to the creating design, advertising and promotional master brand “Tropical North Queensland Style material. Guidelines” and cannot be used without first 3. All design work must utilise only the Brand referencing this master document. Download both Tropical North Queensland and Sub-regional the Master and Sub-regional Style Guidelines from design elements (logo, brand colours, fonts, www.ttnq.org.au. textures, positioning lines, tone of voice, visual Brand integrity strongly relies on the consistent and treatment and supporting graphics including the accurate application of its visual material across all filmstrip device). Any exceptions or requests mediums. The aim of this document is to make it as otherwise must be directed to the Tourism easy and convenient as possible for TNQ regions to Tropical North Queensland Director Consumer promote the 'Tropical North Queensland, Marketing. Adventurous by nature' brand suite. It should 4. All design, advertising and promotional material provide regions the independence and flexibility to must be sighted before any distribution and in appoint designers to do everything from making some cases must be approved by Tourism simple amendments to reproducing work locally. Tropical North Queensland's Director Consumer Marketing.

3 Sub-regional Positioning Straplines

Each region has been supplied with a unique positioning line designed to highlight the region’s differentiated Mission Beach & Cassowary Coast Seductive by nature positioning and tie back to the Adventurous by nature brand family. Palm Cove Refined by nature These positioning lines are not designed to replace Adventurous by nature but Atherton Tablelands & Kuranda Uplifting by nature support it by building on the sub-regional Gulf Savannah Rugged by nature story. Please apply the following logic when Port Douglas & Daintree Revitalised by nature using the sub-regional positioning lines for each region: Cairns & Great Barrier Reef Adventurous by nature • Do not use the sub-regional line to Cooktown & Cape York replace the logo line, Adventurous by Epic by nature nature (all regional logos adopt Adventurous by nature as their logo strap line) • Use the line as creative headings as per the guidelines • Use the line where appropriate in creative copy

4 Tone of Voice

Cairns & Great Barrier Reef Feel the energy of a vibrant tropical culture brought to life with festivals, events and experiences shaped by the Great Barrier Reef Tropical North Queensland is Adventurous by nature and the Wet Tropics rainforest. Revel in the outdoors lifestyle and and the copy should endevour to be vibrant and alive ease of an intimate cosmopolitan city that is adventurous by nature. too. The language should be colourful and engaging, appealing to people who like to push the boundaries Mission Beach & Cassowary Coast Be seduced by an easy going beachside retreat where natural and to people for whom the mere act of choosing to encounters, not crowds are the norm. Free your playful side holiday somewhere tropical is an adventure in itself. exploring 14km of sand by bike, marvelling at romantic ruins or For both audiences, the sheer majesty and rafting the rapids to discover why Mission Beach is adventurous spectacular beauty of the destination should be by nature. emphasized as it reinforces the exotic feelings they Gulf Savannah Explore a vast Savannah landscape where spectacular gorges, are expecting to tap into on their escape. ancient lava tubes and the history of Australian pioneers await discovery. Uncover these hidden gems in a rugged land that is Each region should embrace this overarching style of adventurous by nature. copy while weaving it within their own unique destination experience and positioning. Palm Cove Refine your senses with an exotic getaway to an absolute beachfront tropical hideaway where every day is all about you. Copy rules for Tropical North Queensland, Indulge in beachfront dining, decadent day spas and tropical resorts Adventurous by nature to uncover why Palm Cove is adventurous by nature. Cooktown & Cape York Follow in the footsteps of early explorers on an epic adventure Where the TNQ or sub-regional statement is used in taking in memorable pubs, Aboriginal culture and Australian body copy it must always have a comma after the pioneering history. Journey through natural wilderness to the top of destination ie: Tropical North Queensland and a capital and discover a landscape that is adventurous by nature. on the sub-regional positioning. i.e. A on Adventurous. Example: Tropical North Queensland, Adventurous by Atherton Tablelands & Kuranda Serene waterfalls, towering and crater lakes contrast against a nature. tapestry of farms along self-drive trails to timeless villages and The only time where the positioning statement can be fascinating markets. Discover the exotic tropical flavours, unique split is if it is in the same sentence. wildlife and outdoor pursuits that make the Tablelands adventurous Example: Nowhere delivers as many natural wonders by nature. as Tropical North Queensland and that is why it is Port Douglas & Daintree Let the charm of a boutique tropical village and the wonders of the Adventurous by nature. Great Barrier Reef and Daintree Rainforest revitalise you. Indulge in Or dining, shopping and pampering and experience the beauty of two If one is the answer to the other. E.g. Who is World Heritage areas in a region that is adventurous by nature. Adventurous by nature? Tropical North Queensland.

5 Brand Strategy

Mission Beach & Cassowary Coast CORE PROMISE Seductive by nature “Feel the freedom of Feel the freedom: Focuses on the visitor's feeling of rejuvenation, reinforces the getting away from crowds and easygoing beach culture. our culture, be seduced Be seduced by nature: Reflects the natural beauty of the destination and its emphasis on activities by nature” that revolve around nature.

Attributes Nature Cassowaries Butterflies Rainforest Birthplace of GBR park Diversity Tropical islands Adventures Rafting Skydiving Bushwalking Beach Pampering Alternative health

Feel Inspired Invigorated Rejuvenated Exhilarated Relaxed

Personality Eclectic Charming Playful Casual Friendly Natural Adventurous Relaxed Healthy

6 Brand Strategy

Palm Cove CORE PROMISE Refined by nature “Feel the calming ease of Calming ease: Focuses on the soul, intimate atmosphere, peaceful, relaxed feel of the destination. an absolute beachfront Beachfront: Highlights key attribute.

Tropical hideaway: Captures the exotic nature, iconic palm lined esplanade and tropical vibe. tropical hideaway”

Attributes Absolute beachfront Melaleuca trees & gardens Village atmosphere Close to services of major city Restaurants, shopping, spa Resorts Indulgence Ease of access and movement

Feel Happy Relaxed Rejuvenated Impressed Alive Peaceful Letting go Unburdening

Personality Warm & friendly Engaging Sociable Lifestyle change Attractive Cate Blanchett Gentle, inspired Spiritual Confident Foodie Peaceful Ying and yang

7 Brand Strategy

Atherton Tablelands & Kuranda CORE PROMISE Uplifting by nature “Discover the flavour of

Discover the flavour: Focuses on the excitement the visitor feels with new discoveries and the food bowl experiences. timeless villages on a

Timeless villages: Reflects the variety, feel and pace of the destination. journey through fertile Journey through landscapes” fertile landscapes: Reflects the diversity of the destination and the intrinsic journey.

Attributes Accessibility Variety of activities Network of villages Food experiences Arts & crafts, markets Nature, wildlife, rainforest, waterfalls, lakes watching Country town atmosphere, pubs

Feel Amazed Welcome Natural exhilaration Delighted Fulfilled Surprised

Personality Welcoming Colourful Genuine Artistic Conservative Trustworthy Positive Cultural Friendly

8 Brand Strategy

Gulf Savannah CORE PROMISE Rugged by nature “Explore the rugged heart

Uncover the rugged heart: Focus on the journey of exploration, looking below the surface to get to know the of pioneering Australia in essence of the people and the land. a vast savannah of Pioneering Australia: Reflects the region's role in forging the Australian story.

Hidden gems: Reflects the adventure of the destination and its natural attractions. hidden gems”

Attributes Natural attractions Explorers Pubs Mining & gemfields Birdwatching Outback Fishing Enduring heritage Characters Cattle stations Camping & Fires Outback trains Morning Glory Sunsets Starry nights

Feel Proud Inspired Fulfilled Awe Peaceful Achievement

Personality Welcoming & friendly Salt of the earth Resilient Rugged Sincere Forthright Resourceful Adventurous Larrikin Family focused Mate Caring

9 Brand Strategy

Port Douglas & Daintree CORE PROMISE Revitalised by nature “Feel the welcoming vibe Welcoming vibe: Reflects the welcoming, inclusive nature of the destination where visitors feel alive and revitalised. Boutique tropical village: Reflects the cosmopolitan, intimate and personal feel of Port Douglas as a place to experience food, wine, arts and culture. of a boutique tropical Unspoilt: Embraces the unique, wild and unspoilt environment of World Heritage rainforest and reef. village that opens the Attributes door to the unspoilt Port Douglas: Proximity to reef and rainforest Four Mile Beach, Fishing - estuary Reef, Village, Sophistication Shopping, Restaurants World-class accommodation Scenic road access, Celebrity destination World Heritage wonders

Daintree: Two World Heritage areas Oldest tropical rainforest Unspoilt natural beauty Indigenous culture of reef and rainforest” Fringing reef access from beach Wild beaches Eco-friendly accommodation Bushwalks, creek crossings Waterholes and waterfalls Feel Port Douglas: Happy, relaxed, indulged, elated Excited, carefree Welcomed and included Revitalised, alive

Daintree: Amazed, privileged, inspired Wonder, invigorated Free, humbled, connected to nature Peaceful Personality Port Douglas: Vibrant, worldly, approachable Cool & casual, cheeky, cosmopolitan Fun, relaxed, warm, vibrant, stylish Distinctive, genuine, easygoing Naturally beautiful, relaxed, fluid Welcoming, not pretentious, Kate Hudson

Daintree: Environmentally aware, passionate Adventurous, creative, free spirited Culturally aware, sensitive, natural Easygoing, unspoilt, vibrant, relaxed Energetic, grounded, not pretentious Inspiring, intense, eco warrior, unpredictable Stature and integrity Nurturing, Angelina Jolie 10 Brand Strategy

Cairns & Great Barrier Reef CORE PROMISE Adventurous by nature “Feel the energy of a Energy: Reflects the adventurous and vital nature of the destination. vibrant tropical culture Vibrant tropical culture: Captures the colour and exotic feel of the destination and reinforces its geography to embrace the reef and the rainforest. shaped by the Great Shaped by the Great Barrier Reef and Barrier Reef & rainforest: Reflects the appeal of Cairns with its intrinsic link to the reef and rainforest. rainforest”

Attributes Esplanade and Lagoon Marina, boardwalk, terminal Scenic rim of mountains Cosmopolitan atmosphere Tropical lifestyle Entertainment, shopping, markets International airport, access Sport, events, festivals Compact, easy to get around Diversity of choice with activities Accommodation, transport Access to reef and rainforest

Feel Energised Rejuvenated Naturalised Excited Passionate Appreciative Achievement Elation Fulfilled

Personality Friendly Welcoming Daring Unique Dynamic Adventurous Multifaceted Extroverted Charismatic Carefree Worldly Spirited

11 Brand Strategy

Cooktown & Cape York CORE PROMISE Epic by nature “Follow the footsteps of Follow the footsteps of early explorers: Focuses on the journey of uncovering Australian history and being part of it by going where early explorers on an the region's early inhabitants and explorers have gone. epic adventure through Epic adventure: Reflects the achievement visitors feel.

Top of Australia: Point of difference of the destination within TNQ and the rest of the world. natural wilderness to the top of Australia” Attributes History Unexplored wilderness Aboriginal culture Characters Historic Pubs Outdoor experiences Laidback Trip to the Tip Pioneering history Unspoilt Gold Captain Cook

Feel Sense of belonging Surprise Captivated Relaxed Achievement Reward

Personality Real Australian Pioneer Dry humor Self-sufficient Pioneering Unpretentious Resourceful Resilient Welcoming & friendly Down to earth Paul Hogan Adventurous

12 Sub-regional Brand Family

13 Sub-regional Brand Colours

The primary brand colour for each of the sub-regions has been chosen to reflect the nature of each region, Cooktown & Palm Cove Cape York and to be complimentary with the Pantone 3275 C Pantone 1807 C textures and imagery for each region.

CMYK (Coated) CMYK (Coated) It is preferable that the primary brand C 96 C 35 colour be utilised wherever possible, M 0 M 100 Y 47 Y 100 however alternate colours from the K 0 K 15 master palette can be used where

Hex value: 00aba1 Hex value: 9C3639 appropriate.

Port Douglas Atherton Tablelands Cairns & Mission Beach & Gulf Savannah & Daintree & Kuranda Great Barrier Reef Cassowary Coast

Pantone 376 C Pantone 356 C Pantone 7417 C Pantone 313 C Pantone 266 C

CMYK (Coated) CMYK (Coated) CMYK (Coated) CMYK (Coated) CMYK (Coated) C 56 C 90 C 0 C 100 C 75 M 0 M 30 M 77 M 6 M 85 Y 100 Y 95 Y 79 Y 21 Y 0 K 0 K 0 K 0 K 0 K 0

Hex value: 7dc242 Hex value: 047235 Hex value: f16142 Hex value: 00a3c5 Hex value: 60489d

14 Sub-regional Brand Textures

A major element in the branding is the introduction of a textured strip, unique to each sub-region. Each texture has been created to reflect a recognisable property of the allocated region. They are immediately identifiable and elicit an emotive response from the viewer that encapsulates the feel of the represented sub-region.

Port Douglas Cooktown & Atherton Tablelands Cairns & Mission Beach & Gulf Savannah Palm Cove & Daintree Cape York & Kuranda Great Barrier Reef Cassowary Coast Fan Palm frond Indigenous Rock Art Sunbaked Earth Coastal Palm fronds Lagoon fish sculptures Sparkling Ocean

15 Texture Usage

Texture usage example, pull-up display banner

The primary use for the texture is as a strip at the head of artwork, to give a clear, strong relief for headline text & to be instantly recognisable over a variety of collateral. Where this is inappropriate (ie. landscape artwork such as half page adverts) the texture may be 380mm used with discretion in other areas.

Textures should not be used in both the header and footer of an advert & the transparency level should not be altered in any way. 10mm

For visual clarity, the textured band is separated from joining elements by a separator strip. The strip should preferably be in the core branding colour of the region.

Examples follow demonstrating usage options.

Texture usage example, A4 advert/cover

55mm

2mm

16 A4 Art Overview

Guidelines for A4 Sized Art Type area Minimum 17mm on A4 Ad.

Port Douglas & Daintree Port Douglas & Daintree

Revitalised by nature Revitalised by nature Alive font 45pt Shine font 38pt Upper & lower case Range left Apply ‘Outer glow’ if required

Caption for hero image. Font Sansation 11pt.

Film Strip on 3o angle, 100% opacity 1. Logo panel 2 1 44mm 4 3 5 2-5. Secondary image panels These images allow us to tell more of the holiday story. These images must convey experiences that add to the story of the hero image.

Retail Offer panel. 45mm A panel can be used to feature a retail offer.

Call to action Alive 16pt Film strip from base Body copy font 45mm Sansation Regular 11/13pt Film strip depth 44mm

17 Domestic Press Brand Ads

Atherton Tablelands & Kuranda Gulf Savannah Uplifting by nature Rugged by nature

UNDARA LAVA TUBES

Explore a vast Savannah landscape where spectacular gorges, ancient lava tubes and the history of Australian pioneers await discovery. Uncover these hidden gems in a rugged land that is adventurous by nature. gulf-savannah.com.au

Half Page Brand Ad

HOT AIR BALLOONING,

Serene waterfalls, towering trees and crater lakes contrast against a tapestry of farms along self-drive trails to timeless villages and fascinating markets. Discover the exotic tropical flavours, unique wildlife and outdoor pursuits that make the Tablelands adventurous by nature. athertontablelands.com.au

Full Page Brand Ad 18 Pull-up Banner & Press Ad Cooperative

Mission Beach & Cassowary Coast Seductive by nature

Lorem ipsum dolor sit amet, consectetur Mission Beach Offer 1 Mission Beach Offer 2 adipiscing elit. Nam vulputate pharetra sollicitudin. LOREM IPSUM DOLOR SIT AMET LOREM IPSUM DOLOR SIT AMET Nullam eros ligula, mollis id adipiscing nec, blandit Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam vulputate pharetra adipiscing elit. Nam vulputate pharetra ac eros. Proin semper commodo leo id cursus. sollicitudin. Nullam eros ligul. sollicitudin. Nullam eros ligul. Integer id nisl dolor, sit amet venenatis nibh. Mauris pellentesque metus semper augue pulvinar Pay for 3 nights & stay 4! Pay for 3 nights & stay 4! viverra. Suspendisse dictum scelerisque ante sit amet porttitor. 1800 000 000 1800 000 000 [email protected] [email protected] Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam vulputate pharetra sollicitudin. Nullam eros ligul. Nam vulputate pharetra sollicitudin. Nullam eros ligul. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Aenean pretium, lectus sed mattis venenatis, lectus nunc Mission Beach Offer 3 Mission Beach Offer 4 ultricies eros, tristique aliquam nibh diam at LOREM IPSUM DOLOR SIT AMET LOREM IPSUM DOLOR SIT AMET Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, consectetur magna. Curabitur eget enim et leo vehicula adipiscing elit. Nam vulputate pharetra adipiscing elit. Nam vulputate pharetra convallis nec id magna. sollicitudin. Nullam eros ligul. sollicitudin. Nullam eros ligul.

Mauris non velit nec nunc imperdiet dapibus. Nulla Pay for 3 nights & stay 4! Pay for 3 nights & stay 4! ullamcorper vulputate lorem, ac molestie nibh 1800 000 000 1800 000 000 malesuada fermentum. Pellentesque adipiscing [email protected] [email protected] Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit. ligula non lectus facilisis rhoncus. Nam vulputate pharetra sollicitudin. Nullam eros ligul. Nam vulputate pharetra sollicitudin. Nullam eros ligul.

For more great Mission Beach holiday deals, visit missionbeachtourism.com

Half Page Co-op Ad

Large Format Pull-up Banners 19 Digital Banners

160x600px 300x250px Gulf Savannah Rugged by nature... Rugged by nature...

CLICK FOR GREAT HOLIDAY DEALS! Frame 1 gulf-savannah.com.au

CLICK FOR GREAT HOLIDAY DEALS! gulf-savannah.com.au

Frame 2

Frame 1 Frame 2 20 E-Newsletter

E-News Header

E-News Footer 21 Online & Digital

Consumer website homepage Facebook landing page

MY QUEENSLAND HOLDAY Outback Adventures Sign in or Register THE OFFICIAL WEBSITE OF THE GULF SAVANNAH

HOME ACCOMMODATION TRAVEL INFO EXPERIENCES TRAVEL TOOLS DESTINATIONS THINGS TO SEE & DO HOLIDAY DEALS Uplifting by nature

Rugged by nature

Accommodation Find your Adventure

Places Events Holiday Deals Events Calendar

22