Tourism Queensland has launched a $4 million rebrand and ditched "Where else but Queensland" as it embarks on a global push.
The new tagline "Queensland, Where Australia Shines" leads the rebrand, which was created by Clemenger BBDO.
The campaign includes above-the-line advertising and online ads, which will draw on a content archive featuring 70 destination case studies, 500 new images and 32 hours of film. A global social media campaign is also set to launch at an unspecified date.
In addition to the Queensland rebrand, the activity will incorporate the development of regional marketing activity for Brisbane, Gold Coast, Sunshine Coast, Whitsundays and Tropical North Queensland, which are set to launch in the coming months.
"[The rebrand] shows visitors that Queensland is the Australian holiday destination where they too can shine and escape the pressures of everyday life," Queensland Premier Anna Bligh said.
"Feedback from our tourism industry, both in Australia and overseas is that they love the new brand and we are sure Queenlanders will as well, as they more than anyone know that Queensland is where Australia shines."
Queensland minister for tourism Peter Lawler said: "This brand will enable our tourism industry to develop more effective marketing activities based on what visitors want and need from their Queensland holiday.
"The way we communicate has changed enormously in 12 years; growth of the internet, online media and social networking makes it nearly impossible to maintain separate 'domestic' and 'international' brands."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.