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New brand to boost tourism

Tourism Queensland executive director Steve McRoberts; member for Whitsunday Jan Jarratt; Premier Anna Bligh; and Tourism Whitsundays CEO Peter O'Reilly at the launch of the new tourism brand at Peppers Coral Coast Resort yeserday morning.
Tourism Queensland executive director Steve McRoberts; member for Whitsunday Jan Jarratt; Premier Anna Bligh; and Tourism Whitsundays CEO Peter O'Reilly at the launch of the new tourism brand at Peppers Coral Coast Resort yeserday morning.

THE Whitsundays is boasting a new tourism brand and will be now be referred to as the 74 island wonders.

The change in slogan and logo is part of Tourism Queensland's campaign overhaul, called “Where Australia Shines”.

It was launched in Airlie Beach by Premier Anna Bligh yesterday.

Ms Bligh said the new brand, which is a new take on the old brand, would help to build recovery in the tourism industry.

She said she knew it would not fix the problem overnight.

“We wanted to build on something and not walk away from it,” she said.

“I think you'll agree they are a few simple words but they can be hugely effective if we use them well.”

In revamping the brand, about 6000 Australians from the Whitsundays, Sydney, Brisbane and Melbourne were questioned on what they were looking for in a Whitsunday holiday.

The focus was to tap into the emotions people associated with a holiday here.

Next year the brand will be put on bus shelters, bill boards, ads in print media and on number plates.

There will also be specific advertisements for Airlie Beach, Proserpine and Bowen under the new banner.

Tourism Whitsundays chairman Chris Jacobs said the addition of the word ‘wonders' was perfect for the Whitsundays brand.

“We have all sorts of wonders hanging off and around those islands,” he said.

“It arouses curiosity in people and this is what it is all about- attracting people.”


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