Tropical Tablelands Tourism, corporate arm of Discover Atherton Tablelands, is rebranding to Tourism Atherton Tablelands in a bold move designed to consolidate the marketing potential of the region.
Eddy Nye, chair of Tourism Atherton Tablelands, said rebranding the corporate arm would provide a fresh new look and better align with the successful Discover Atherton Tablelands consumer destination brand.
The move would also see the Tourism Atherton Tablelands brand better align with other tourism organisations in the wider region, such as Tourism Port Douglas Daintree and Tourism Tropical North Queensland.
“The Atherton Tablelands is so much more than ‘tropical tablelands’ suggests. Up here we grow papaws and mangoes and bush tucker next to blueberries and stone fruit – produce that is more usually related to cooler climate foodie destinations like Tasmania,” Mr Nye said.
“Because of the altitude, our weather is much cooler without the humidity that is usually associated with a tropical holiday.”
The new Tourism Atherton Tablelands corporate brand will be underpinned by a fig leaf logo, rolled out to members this financial year as a regional promotion stamp, along with the new tag line #discoverperfect, which continues to underscore the destination Atherton Tablelands’ campaigns.
“The fig leaf logo is a nod to the prolific native fig trees on the Atherton Tablelands. It was first used by the Atherton Tablelands Promotion Bureau three decades ago and is readily recognised.
“It ties the corporate brand and the consumer destination brand together and is available to all tourism and business operators on the Atherton Tablelands who would like to adopt the regional branding on their websites, brochures or social channels,” Mr Nye said.
“The #discoverperfect tag supports a number of tourism activities, including #DiscoverAdventure, #DiscoverWaterfalls, #DiscoverNature, #DiscoverFood, #DiscoverHistory, #DiscoverOutback and #DiscoverAncientRainforest, together with Another #perfect Atherton Tablelands experience.
Mr Nye said despite the hardships presented by the Covid-19 pandemic, the 2019/20 year had seen increased online reach to potential visitors.
The destination Atherton Tablelands social media channels reached a combined audience of 4.1 million and website page views of almost half a million. The most visited pages were waterfalls, activities and tours, and experiences. The destination’s blog / travel tips section reached more than 70,000 social media users.
As part of Covid-19 recovery marketing activity, two social media campaigns were also run from June 1 to June 21 targeting Atherton Tablelands brand awareness and pointing to the Atherton Tablelands website, for comprehensive travel advice.
The brand awareness campaign focused on intrastate travel with a regional focus on Cairns, Townsville, Mackay and Brisbane through Facebook and Instagram.
Other marketing highlights in the 2019/20 year included distribution of 100,000 printed copies of the 52-page Discover Magazine, more than 100,000 downloads of the digital version, development and distribution of a Themed Trails booklet with 100,000 printed copies inserted in Discover 2019/20, the Discover Atherton Tablelands app available from iTunes and Google Play stores,.
Video content include five new experience-led television commercials and completion of eight highlight destination videos.
For more information on the organisation, visit tourism.athertontablelands.com.au.