Townsville North Queensland - Up for Unexpected

Townsville Enterprise has launched its major annual tourism campaign, reinforcing its Up for Unexpected brand and positioning Townsville North Queensland as a must-visit destination filled with surprises, unforgettable experiences and memorable moments.  

With past results showing 76% of exposed audiences take action toward booking a holiday once exposed to the campaign, the Townsville North Queensland brand continues to drive strong engagement and visitation. 

The campaign, which goes live today and runs until June, will feature a mix of digital advertising, PR and broadcast activities, influencer collaborations, content partnerships, and aviation and trade partnerships. 

READ THE MEDIA RELEASE

Our Brand Journey

Key objectives:

Our Brand Promise

The stuff the best kind of adventure stories are made of. And what our Curious Explorers live for! Leveraging our strengths and unrivalled power to surprise and delight our visitors.

Discovering something you didn’t know you were looking for or think possible.

Experiencing something new, different, or familiar, but with a twist. Sparking feelings of surprise and delight. Fascination and wonder. 

Opening your eyes to the world around you.

Creative Assets Examples

Townsville North Queensland - Up for Unexpected is the new destination brand that will grow and evolve with our region and launched on 24 February through a major campaign. 

Our audiences across our key visitor markets of Queensland, Melbourne and Sydney will see our new brand across print, social media, digital display, television, billboards, digital, content partnerships, PR coverage, influencers, trade and airline partnerships and transit advertising. 

Campaign partners

Thanks to our industry partners for partnering on this latest campaign.

Hear more about our brand journey

About Townsville North Queensland

There’s a lot to love about the Townsville North Queensland region. We’re a destination that has been growing and transforming, while at our authentic heart remaining true to who we are, without compromise. The big smoke of regional Queensland, the official capital of North Queensland with an unrivalled power to surprise. We’re for the curious explorer seeking new experiences – serendipitous surprises, new stories, raw nature. A quintessential tropical paradise proudly ranked as one of the globe’s top 100 sustainable destinations. From the majestic Great Barrier Reef to the wonders of the World Heritage Wet Tropics rainforest. Dusty outback drives and tropical island experiences - we’re proud of it, we preserve it. Here you’ll discover something you didn’t know you were looking for or think possible - experiences that are new, familiar but with a twist. Our diversity is our distinction. Home of untouched and untamed landscapes, people and places of significance – Townsville North Queensland is a region you can explore deeper without going further.

How to Get Involved

• Share the Up for Unexpected experience with your database by downloading campaign assets and sharing them across your accounts. This could be the campaign assets themselves, or finding ways to showcase your business' offering. Here are some resources you're welcome to use:

  CREATIVE ASSETS

  BRAND GUIDELINES

  QUICK LINKS AND TEMPLATES

Our Brand Results

Townsville Enterprise is thrilled to release the results from the first five months of the brand launch - read the media release.

Townsville North Queensland's destination awareness is up 166 per cent since the campaign launch.

The biggest result here is that 70 per cent of people who saw the campaign advertising took action. Whether that was booking a flight, googling Townsville North Queensland, talking to a friend or family member about the destination or visiting the destination website, seven out of 10 people took action from seeing our new brand in market.

This brand uplift study, completed by Southern Cross Austereo research team - SCA iQ, provides vital research and insights into our campaign activity. It demonstrates that our new destination brand and creative is working.

• Destination awareness of Townsville North Queensland improved +166%.
• The Townsville North Queensland advertising drove action – with 70% of respondents saying they took some action because of seeing the campaign. The campaign also got people talking, with more than 1 in 4 respondents saying they had spoken to family/friends about Townsville.
• Overall awareness of Townsville improved by +25%.
• 24% of people are more likely to consider Townsville as a holiday destination.
• One in five of those exposed to the campaign would now consider visiting Townsville North Queensland in the next 12 months for a holiday.
• The campaign improved Townsville’s association with ‘unexpected’, ‘offers natural, immersive experiences’ and ‘offers luxury experiences’ – which were all components of the campaign. There was a +175% increase in association with ‘Unexpected’, a +100% increase in association with ‘Offers natural, immersive experiences’ and a +118% increase in association with ‘Offers luxury experiences’.
• There was a +11% improvement in NPS (advocacy) for Townsville, showing an increased propensity to recommend the region.
• The campaign advertising had high likeability, with 53% of respondents liking what they saw. They liked that the ads showed them features of the region that they didn’t know about, showcasing a wide variety of activities and sights, and they loved the bright colours and imagery.