Coast misses out on revamp
THE FRASER Coast has been left off a list of regions about to undergo a marketing revamp to coincide with Tourism Queensland's new branding launch yesterday.
The $4.16 million rebranding package is built around a new slogan “Queensland, Where Australia Shines,” and involves a film shoot of Queensland destinations and international marketing campaigns.
Tourism Queensland will also develop specific brand strategies in five regions, including Brisbane, Gold Coast, Sunshine Coast, the Whitsundays and north Queensland.
But the Fraser Coast, which last financial year saw the highest loss in visitor numbers of any region in Queensland, was left off the list.
Tourism Queensland chief executive officer Anthony Hayes said yesterday that although the Fraser Coast was not singled out for a marketing revamp, it would benefit under the new branding.
“That's the way it's been now for a couple of years. We've really only had the five major regional marketing brands and the other destinations come under brand Queensland,” he said.
He said although the local tourism industry was suffering, its “Perfect By Nature” branding should not change, and it reflected the unique experiences the Fraser Coast had to offer.
Fraser Coast South Burnett Tourism general manager Damien Massingham said the Fraser Coast brand was still very strong and would be strengthened by the new Tourism Queensland campaign.
“The current brand ‘Fraser Coast: Perfect By Nature' fits perfectly within this new brand because nature is one of the parts of the brand.”
But Holiday Hervey Bay administrator Kevin Smith said a change could stimulate industry.
“Noosa rebrands itself very frequently and very successfully with different colours and they still maintain the core message. They're constantly rebranding, so is the Gold Coast and the Sunshine Coast and yet for some reason everything's left alone here,” he said.