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Central Highlands Development Corporation wishes to acknowledge the traditional custodians of the land on which we meet today. We pay our respect to the elders, past, present and emerging.

Blackdown Tableland Visit centralqueenslandhighlands.com.au 2

00 contents 01 our Story 02 brand pillars 03 our region 04 using explore more 05 tone of voice 06 our brandmark 07 our sub brands 08 brandmark usage 09 Co-branding 10 colour palette 11 Fonts 12 Imagery use 13 moodboard 14 Social media examples 15 in market Executions 16 our channels & lto/lta channels

05 06 07 08 09 15 16 17 19 20 21 22 23 24 25 29

01 our story There are some destinations whose attractions all sit on the surface, are easy to see, predictable, and overpopulated, and then there are others that sit more quietly, sparking your curiosity and nudge you quietly to explore more. The Central Queensland Highlands is one of them, with its diverse landscape that encourages you to dig a little deeper with each and every kilometre you put on your odometer. Located in Central Queensland at the crossroads of the Capricorn Highway and the Great Inland Way, these two arterials serve like arteries to the visitor economy, connecting travellers to 60,000km2 of the equally arid and verdant Central Queensland Highlands.

The true value of the destination can be found all over the terra firma of the Central Queensland Highlands whether you’re interested in geological creations, cascading cliffs, indigenous history or the agriculture industry. While most choose to define their adventure by the Central Queensland Highlands trifecta of natural attractions - Carnarvon Gorge, Blackdown Tableland and the Sapphire Gemfields - to stay only on these beaten paths mean you miss what more there is to explore. In between, small country towns define the Central Queensland Highlands experience, with friendly locals who reflect what outback hospitality is all about, quaint communities and historical museums and railway stations only a marked signpost away.

No matter which direction you’re travelling from, or where you’re heading to next, within the Central Queensland Highlands you’ll find a tableland that’s set for adventure.

No matter when you visit, every day is a new discovery in the Central Queensland Highlands, whether it’s a new indigenous rock art site, a precious sapphire stone or a new mine.

While the region might be diverse in landscape, the region is starkly similar in its shared values; it’s grounded, honest and authentic.

And just when you think that’s everything there is to see and do in the Central Queensland Highlands, you’ll find there’s more to explore.

02 brand pillars

brand pillar 1

brand pillar 2

brand pillar 3

brand pillar 4

Not many places can lay claim to having an oasis in the outback, but the Central Queensland Highlands has two of them – Blackdown Tableland and Carnarvon Gorge – tucked within its borders. Immerse yourself in wilderness and embrace mother nature, as you follow the paths to spectacular scenery, rockpools and waterfalls carved out by wind and rain over millions of years of geologic activity. These are the very landscapes that travellers from all over the world journey west to see. As you marvel at their geological wonder, you start to wonder - why stay for just one night and tackle just one of the trails, when there’s so much more to explore?

Whether you’re a seasoned fossicker taking out a claim for the next 30 years or you’ve arrived on the Sapphire Gemfields for a day of sifting through the rubble, there’s a very good chance it won’t just be the travel memories that will leave you richer from a visit to the Central Queensland Highlands. Visitors are encouraged to find sapphires, which have been waiting under the surface for tens of thousands of years for a visitor just like you to find. Very few places in the world allow you so generously to become a precious stone miner for a short time and a good time, but the Sapphire Gemfields do. Come empty handed, leave with precious memories (and if you’re lucky, a precious stone).

You won’t need to turn to a local library to find the history and heritage of the Central Queensland Highlands. In fact, this region very much wears its history on its sleeve, whether that be indigenous history, early pioneering history, mining history or agricultural history. Turn back the clock and discover stories of the past with every small town you visit. Let locals be your guide and take you on a journey of Central Queensland Highlands discovery.

You didn’t come to the Central Queensland Highlands to be bound by a schedule, timeframes and itinerary coordinated to the nth degree, did you? You came here for autonomous discovery, to charter your own adventure and spend as little or as much time as you want doing as much or little as you want (don’t worry, we don’t judge). Our affordability means you can spend more time with us than you might otherwise do on the coast and our temperate climate encourages you to stay and play a little while. When there’s more to explore, you’re in the driving seat to new adventure. Where will you go today? You’re not sure, but you know it won’t be boring.

Explore iconic national parks

Get down to earth

uncover history & heritage

Captain your own adventure

03 our region

TO TOWNSVILLE

mackay

darwin

TO CHARTERS TOWERS

cairns

brisbane

The Central Queensland Highlands sits at the centre of two completely different worlds – the Southern Great Barrier Reef and Outback Queensland.

perth

hobart

capella

TO LONGREACH

In between it’s 60,000km2 borders, you’ll find small country towns like Duaringa, Dingo, Capella and Blackwater, which beg you to Explore More.

sydney

adelaide melbourne

To find it, head inland from Rockhampton along the Capricorn Highway or if travelling north to south along the Great Inland Way. Both major highways form a junction in the Central Queensland Highlands and the ‘X’ these two highways make on a map, marks the destination’s spot. The Central Queensland Highland’s main business centre might be Emerald, but the region’s natural attractions can be found dotted like a compass around the region – Carnarvon Gorge, Sapphire Gemfields and Blackdown Tableland.

canberra

sapphire gemfields boguntungan

tieri

rockhampton

emerald

bluff blackwater comet

springsure

rolleston carnarvon gorge

dingo

duaringa

gladstone

woorabinda bauhinia arcadia valley

maryborough

TO BRISBANE

04 using explore more Although the tagline for Central Queensland Highlands is Explore More, it’s been designed for you to customise. It does not need to be used in its branded format e.g. Central Queensland Highlands Explore More / Carnarvon Gorge Explore More, you can use Explore More both before or after the subject. As an example the Rubyvale Hotel might like to use, Explore More of our menu. There is no need to complicate the messaging, but if you’re unsure how to apply the tagline, please contact: pthompson@chdc.com.au What’s important is the tagline Explore More is used in sentence case e.g. Explore More NOT explore more, Explore more or explore More.

examples for use Stay longer. Explore More Peak hour less. Explore More Work less. Explore More No plans this weekend? Explore More Drop the caravan legs. Explore More Kids spending too much time indoors? Explore More The only out of office you need to know. Explore More Our kind of 9-5. Explore More What else will you find in the Sapphire Gemfields? Explore More

correct formatting Explore More

Explore More

IN-COPY FORMATTING

HEADLINE FORMATTING

Save the date for these regional events. Explore More Get offroad. Explore More. Explore More of Capella Explore More than your backyard Explore More than your four walls

05 tone of voice If the Central Queensland Highlands logo and tagline was removed from every piece of marketing material, how would customers know who said it? The answer lies in the tone of voice, which is why it’s so important we speak consistently to our target audience.

05.2 how we use our tone of voice We understand the visitor experience has nothing to do with us, it’s all about the customer. That’s why our language is customerfocused, with emotive language to connect the audience into the experience. We aim to lead with our customer motivations, as we know these are what drive the holiday decision-making process We are authentic, humble and down to earth, with a tone that matches the visitor experience. We are confident in who we are, but perhaps more importantly, we know who we are not. We know we’re not for everyone, so we aim to build meaningful relationships with our true audience, not try and be all things to all people. We believe Explore More is both a directive and an invitation. Explore More ignites intrigue (what else is there to do in the Central Queensland Highlands?) and sparks their curiosity (what else will we find in the Central Queensland Highlands?).

The way we speak aims to do the same.

What then are our customer motivations when they are travelling in region?

your customers are: Budget-conscious Family-friendly – even those travelling without children like that the Central Queensland Highlands is family-friendly Pet-friendly and motivated by where their fur baby can visit too Wanting to escape the cooler weather to somewhere that’s always temperate Spontaneous. They like that they don’t have to have their trip organised within an inch of its life. They can be spontaneous, nomadic and follow their nose travelling the Central Queensland Highlands Are motivated by all the things to see and do, especially low cost and free activities Interested in regional events to experience life like a local

05.3 introducing our tone No matter whether you’re writing website copy, a travellers guide, social media posts or an eNews, the tone of voice for the Central Queensland Highlands should be consistent. You should be able to tell who has written it, even if all branding was removed from the communication asset itself. We know the key to any marketing success is consistency, and the only way to build a national consumer brand, is through communication structures. Our tone of voice governs how we speak, to make sure our brand personality shines through everything we do. In all communications, our tone of voice conveys the following attributes.

honest we are bold, bright and direct

positive we are optimistic, vibrant and encouraging

familiar we are inclusive, inviting and down to earth

communicate with the customer like you're wearing shorts and thongs. not like you're in a suit and tie.

05.4 how we write enewsletter example

social media caption example

blog post / itinerary example

3 days in the Central queensland highlands You’ve just picked up a boarding pass that reads EMD, what more is there to explore?

Sick of the same four walls?

With three days on your side, you’ll have enough time to tick off Emerald city, its quaint neighbouring towns and try your hand at fossicking for sapphires in the largest Gemfields in the Southern Hemisphere.

We’ve got your 2021 plans covered It’s time you went off the beaten track and explored the Central Queensland Highlands. EXPLORE MORE

From fossicking for sapphires to digging into Australian history, every day is a new discovery when you take the road less travelled and detour inland from the coast.

If you thought national park camping was all boots, backpacks and a bad back as a take home souvenir, we see your camping assumptions and raise you glamping in Carnarvon National Park. With walks that range from 1.5km return to 87km – you’ll want to put your feet up and stay and play a while. We told you there’s always more to explore

Put Emerald, Rubyvale and Sapphire on your travel itinerary, and explore more of the Central Queensland Highlands with this itinerary as your guide.

#exploreCQH

Are you ready to Explore More?

05.5 when writing, we avoid clichés The following tourism hyperbole has no place in our marketing, as it does not meet our brand personality of being honest and familiar: Unique Boutique accommodation For all tastes and budgets Something for everyone Bespoke traveller For visitors and locals alike (or anything ‘a like’) Famous for (unless what you’re referring to is genuinely famous on an international scale)

06 our brandmark The Central Queensland Highlands brandmark combines our name with our tagline, Explore More, to encourage visitors to extend their stay. This lockup should be used on all communications promoting the Central Queensland Highlands, only interchangeable with the four sub brands (Emerald, Carnarvon Gorge, Blackdown Tableland and Sapphire Gemfields) which can be used for relevant local area marketing campaigns. Where smaller towns do not have a suitable lockup (e.g. Capella, Blackwater etc), the Central Queensland Highlands lockup should be used in lieu of creating a sub-brand.

PRIMARY BRANDMARK FULL COLOUR

PRIMARY BRANDMARK MONO REVERSED

PRIMARY BRANDMARK FULL COLOUR REVERSED

PRIMARY BRANDMARK MONO

We have provided full colour positive, full colour reverse, mono reverse and mono versions for use according to the usage and note that only these supplied files should be used. Do not modify the supplied logo files in any way. Instead, if the primary brandmark doesn’t work for your layout, please contact pthompson@chdc.com.au to find a suitable arrangement. Download the logo files, HERE.

07 our sub-brands

PRIMARY BRANDMARK

PRIMARY BRANDMARK REVERSED

08 brandmark usage sizing variations

dos and dont's

To retain legibility and the integrity of our Central Queensland Highlands Brandmark, clear space and minimum size guidelines should always be adhered to. For clear space, the X height is equal to that of the Brandmark text. Brandmark minimum sizes for both print and digital applications are as follows: CLEAR SPACING

digital

MINIMAL SIZING 30MM HEIGHT

MINIMAL SIZING 115PX HEIGHT

CORRECT USE

INCORRECT USE

CORRECT USE

INCORRECT USE

08.1 brandmark usage dos and dont's

sizing variations

CLEAR SPACING

digital

MINIMAL SIZING 60MM WIDE

MINIMAL SIZING 225PX WIDE

CORRECT USE

INCORRECT USE

CORRECT USE

INCORRECT USE

09 co-branding

INTERNATIONAL BRANDMARK FULL COLOUR

INTERNATIONAL BRANDMARK FULL COLOUR REVERSE

CO-BRANDING LOGO WITH REGIONAL COUNCIL

10 colour palette

granite grey

ochre orange

harvest yellow

moss green

sapphire blue

bottlebrush reD

PANTONE: COOL GREY 10 C

PANTONE: 164 C

PANTONE: 1235 C

PANTONE: 367 C

PANTONE: 7685 C

PANTONE: 704 C

CMYK: (57, 46, 40, 25)

CMYK: (0, 55, 75, 0)

CMYK: (0, 31, 91, 0)

CMYK: (39, 0, 76, 0)

CMYK: (81, 45, 0, 31)

CMYK: (0, 90, 72, 29)

RGB: (255, 127, 69)

RGB: (253, 187, 48)

RGB: (164, 214, 94)

RGB: (44, 86, 151)

RGB: (158, 43, 47)

HEX: FF7F41

HEX:Fdbb30

HEX: a4d65e

HEX: 2c5697

HEX: 9E2b2f

RGB: (99, 102, 106) HEX: 63666a

11 fonts There are three typefaces used in the Central Queensland Highlands brand. The combination of these typefaces have been chosen for their proportional balance and legibility. Together they express our easy going, yet energetic personality. Download the fonts, HERE.

TRIUMP (PRIMARY) Triump is our primary typeface. It is a simple san serif font, strong, hard wearing and well-suited for highimpact headlines with a distinct visual personality.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 KONIG (SECONDARY)

Konig is our secondary typeface. It is a handcrafted vintage display typeface that is strong and bold. It is used for our tagline, and can also be used as an alternative for headlines and callouts. Please note: The Konig typeface is to be used as lowercase letters only, eliminating any alternate character ligatures and stylised accents.

abcdefghijklmnopqrstuvwxyz 0123456789 WORK SANS (SUPPORTING) Work Sans is our supporting sans-serif typeface. It is contemporary, clean and approachable, and can be used in all caps as a typographic feature. WORK SANS REGULAR

WORK SANS MEDIUM

WORK SANS BOLD

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789

12 imagery usage The following are a few points to note when selecting photography: Photography is an integral part of telling the “Explore More” brand story. Our photography should be compelling and engaging, depicting the spirit and energy of the diverse people and places of the Central Queensland Highlands. Imagery should always:

Composition Simple and uncluttered. When using a single image, plan that text may be layered over the top of the image and a clear space should be allocated.

place When capturing a place consider how people interact with the location. While the primary focus ison the place the image should also reflect activity where possible.

Be authentic Represent a moment Show experiences set against nature Be emotive Be genuine Focus on people inside the destination Avoid oversaturated or overly staged creative Be relevant to the season

scaling Within the suite of images there should be a contrast in the scale of the focal points.

Framing/Cropping On hero photography no tight cropping, images should maintain a sense of space.

expression Natural facial expressions and movement. No static/staged poses. Capturing a moment, energy, life and spirit.

lighting/effects Natural and ambient lighting should be used. No special effects or heavy retouching.

stock photography It is possible to use stock photography however extreme care should be taken when selecting images.

13 moodboard

14 social media examples We have rebranded our consumer Facebook and Instagram channels to @centralqueenslandhighlands to marry into the new brand name for the region. Given the name is long in characters and therefore unsuitable for a hashtag, we have opted for a primary hashtag #ExploreCQH which should be used on all social media posts. This is the hashtag we are encouraging visitors to share their imagery with the Central Queensland Highlands. There are no requirements for secondary hashtags, although it’s recommend the post build further brand equity by using destination specific tags in all variations, such as #centralqueenslandhighlands #centralqueensland #centralqldhighlands #centralhighlandsqld #centralqld We have provided examples below for how you can incorporate Explore More into your social media in both an organic and paid capacity.

This is what we call a room with a view! When was the last time you pointed your bonnet west to #exploreCQH?

Looking down the barrel of another week spent behind the desk? Not us. Explore More of your backyard planning a trip to #exploreCQH Find us at the junction of the Great Inland Way and Capricorn Way, just a few hours west of Rockhampton

If you thought Central Queensland Highlands was all mining and big agriculture, prepare to see our softer, floral side as you #exploreCQH this Spring

📍Capella

You bring the tent. We’ll provide the rest.

15 in market executions

Explore more than your own backyard

take a walk on the wild side

Carnarvon Gorge Visit centralqueenslandhighlands.com.au

EXAMPLE BILLBOARD - DOWNLOAD HERE

Visit centralqueenslandhighlands.com.au

EXAMPLE BILLBOARD - DOWNLOAD HERE

15 in market executions

Explore more than your own backyard

Carnarvon Gorge Visit centralqueenslandhighlands.com.au and download our visitors guide and touring map

EXAMPLE 1/2 PAGE PRESS ADVERT - DOWNLOAD HERE

15 in market executions

EXAMPLES OF TACTICAL EXECUTION FOR SOCIAL MEDIA - DOWNLOAD HERE

15 in market executions

EXAMPLES OF WEBSITE BANNER EXECUTIONS - DOWNLOAD HERE

16 our channels & lto/lta channels our channels

our partner channels

/CENTRALQUEENSLANDHIGHLANDS

/VISITCAPRICORN

/OUTBACKQUEENSLAND

@CENTRALQUEENSLANDHIGHLANDS

@VISITCAPRICORN

@OUTBACKQUEENSLAND

CENTRALQUEENSLANDHIGHLANDS

VISITCAPRICORN.COM.AU

OUTBACKQUEENSLAND.COM.AU

#EXPLORECQH

#VISITCAPRICORN

#OUTBACKQUEENSLAND