Snapshot

Brand Overview

Queensland Brand Overview

Queensland is made for holidays. It offers a warm, relaxing, fun, vibrant, energetic and the ultimate pleasure holiday experience, where you have the freedom to do as much or as little as you like and you become the person you’d like to be. When you get home you feel like you have had a holiday, and know you want to return soon!

Bundaberg Destination Positioning Statement

"The Bundaberg region is a quality short break and holiday destination offering country, coast and Barrier Reef Island experiences. The region's product strengths include access to the Southern Great Barrier Reef, turtle watching, beaches, National Parks, and sugar and rum production."

Main Appeals and Attributes

• The unspoilt coastline - clear waters for swimming and beach activities
• The availability of well located, affordable camping and cabin sites
• The relaxed, uncrowded and children-friendly atmosphere
• Access to the Southern Great Barrier Reef and Lady Elliot Island
• Prime location for observing nesting sea turtles and the largest concentration of nesting loggerhead turtles on the east coast
• Historical and Cultural attractions such as the Hinkler Hall of Aviation and the Bundaberg Rum Bondstore
• Cania Gorge National park and country lifestyle in the North Burnett

• Inland fishing lakes and dams

Target Market

Primary Market - Connectors (Intrastate)

They see holidays as a chance to connect with the people they care most about. They will often compromise their own preferences in terms of activities to ensure everyone has a good time. It's about what is real and what's important.

Secondary Market - Social Fun-seekers (Interstate)

The essence of their holiday is having a fun time. While they do a lot of different activities, it's sharing the experience with friends and other holidaymakers that makes the difference.

For more information about these segments, please see here.