The State of Queensland has rebranded itself as part of a major global push for tourism. The State now has a new 'Q' logo, and are using the tagline 'Queensland, Where Australia Shines'.' It's part of an international social media campaign, an updated website and advertising in major international markets.
New online media avenues have made it easier, according to the State Tourism Minister, to position the state differently for both Australian and international audiences.
It's been twelve years since the state's previous brand campaign, with the "˜Where else but Queensland" tagline, and has been guided by the tourism body responsible for the uber successful Best Job In The World campaign.