Tourism Port Douglas Daintree Brand Book

BRAND BOOK

World's leading sustainable destination, sharing inspirational experiences.

ACKNOWLEDGEMENT OF COUNTRY Tourism Port Douglas Daintree respectfully acknowledges the traditional country across our region. We also acknowledge and pay respects to the traditional owners and their elders past, present and emerging. We acknowledge the important role that the Aboriginal and Torres Strait Islander people continue to play within the Douglas Shire community.

RULES OF ENGAGEMENT In 2021, TPDD undertook a brand review to understand the essence of the destination brand for travellers. The review consulted with previous visitors and potential future travellers on their motivations, emotions and thinking on the destination. This was complimented by the same questions asked of the Douglas community and tourism businesses.

The Port Douglas Daintree brand findings and tone of voice is encouraged to be utilised by members, partners and media to elevate the region, to continue building our brand story and to leverage the existing brand equity of Port Douglas Daintree.

OUR STORY STARTS HERE “Where the rainforest meets the reef” It might be the warmth of the sun gently touching your skin, or that familiar sweet scent of the tropical air. Your shoulders loosen a little, your breathing slows down, and shoes are but a distant memory as you feel the sand between your toes. Welcome to Port Douglas and the Daintree.

One of the few places on earth where two UNESCO World Heritage Sites meet. Where rainforest meets the reef.

OUR VISION World's leading sustainable destination, sharing inspirational experiences.

WHERE THE RAINFOREST MEETS THE REEF...

OUR BRAND STORY It might be the warmth of the sun gently touching your skin, or that familiar sweet scent of the tropical air. Your shoulders loosen a little, your breathing slows down, and shoes are but a distant memory as you feel the sand between your toes. Welcome to Port Douglas and the Daintree.

Set high in Tropical North Queensland, Australia lies Port Douglas and the Daintree, where two UNESCO World Heritage Sites collide. This is the place where the oldest living rainforest meets the reef where the Daintree Rainforest kisses the coastline of the Great Barrier Reef. Port Douglas and the Daintree encapsulates an enviable tropical lifestyle. Four Mile Beach and palm fringed roads lead you to Port Douglas, a place that will charm you with its quintessentially Queensland energy and delight you with its culinary treasures. From fresh-off-the-boat seafood, tropical fruits, locally grown coffee, tea and exotic

Daintree chocolate spiced with rainforest flavours; the region is a stockpot of brilliant flavours. Experience magnificent sunrises and sunsets from each side of the village and be pampered in a spa sanctuary or relax poolside. Ancient stories whisper through the leaves of the Daintree Rainforest, just as they have for millions of years.

When you visit this area, the land of the Kuku Yalanji and Yirraganydji people, be inspired by the diversity of the flora and fauna and marvel at the distinct landscapes that have been in existence since Australia was still part of Gondwana. Here you can be dwarfed by king ferns in the world's oldest surviving rainforest with specimens of plants that existed millions of years ago and endemic wildlife including prehistoric crocodiles, elusive tree kangaroos and magnificent cassowaries.

The First Nations people are the custodians

of the Daintree Rainforest and Great Barrier Reef and protect these natural assets for future generations. You'll leave with a deep connection to this place and its people that will stay with you forever.

The Great Barrier Reef is an extraordinary example of natural beauty, and a masterpiece of Mother Nature. Snorkellers, divers, anglers and lovers of the sea depart daily to explore uninhabited islands and the sheer wonder of the Great Barrier Reef.

With clear skies and clearer turquoise seas, sun-kissed beaches, and active marine life, visiting the secluded islands and sand cays of the region really is a dream come true.

Port Douglas and the Daintree really is one of the world's most remarkable destinations, where you will feel spiritually uplifted, revitalised and rejuvenated, where the natural world and ancient culture remains just as nature intended, where the rainforest meets the reef.

ECOTOURISM DESTINATION Inspired by local Ecotourism Australia-certified champions and driven by the Douglas Shire Council, Tourism Port Douglas Daintree and Ecotourism Australia, the Port Douglas and Daintree region is Australia's first to achieve ECO Destination Certification. This means that Douglas Shire Council, Tourism Port Douglas Daintree and our tourism industry see long-term sustainability as key to our destination's longevity and are working hard to ensure visitors can keep enjoying holidays here for generations to come.

BRAND POSITIONING Brand Values (what we stand for) » Environmental and cultural sustainability » Custodians of our natural assets » Inclusiveness » At our heart to, leave our destination and soul in a better place

Brand Personality (for human traits) » Happy » Welcoming » Relaxed » Spiritually lifting » Transformational » Revitalising » Creative

Brand Attributes (our destination pillars and hero experiences) One of the few places on earth where two UNESCO World Heritage Sites meet. Where rainforest meets the reef.

TONE OF VOICE Imagery, footage and language need to continue to reflect and elevate the environmental and cultural significance of the Port Douglas Daintree region.

Capturing the destinations DNA, steeped in spirituality that conjures emotions with the ability to transform people for the better.

Our language should not read like a tourist brochure of alfresco dining and azure waters but reflect our brand values and personality that is happy, creative and welcoming, respective and inclusive, with the end aim to lift people spiritually and make them feel revitalised.

Increasingly the brand message, imagery and content creation needs to share the story and depth of this special place, its people and world significance to differentiate ourselves from other beach destinations.

To position Port Douglas Daintree as a new, undiscovered and exotic location, particularly appealing to high value Australian travellers, while continuing to engage long term with high value international travel experiences.

COMPETITIVE ADVANTAGES The World's Oldest Rainforest We are home to the world's oldest rainforest, the Daintree rainforest. 80 Million years older than the Amazon.

The Great Barrier Reef The world's largest living organism. The story of the reef is one of the most compelling of our time – of collective conservation and protection.

Aboriginal Culture We are the land of the Kuku Yalanji and Yirraganydji people, one of the oldest living cultures in the world, dating back more than 40,000 years.

Tropical Lifestyle Village Tree-lined avenues, welcoming visitors to the tropics. Relaxed coastal atmosphere in the seaside and rainforest village.

Eco-luxe Destination Port Douglas is the world's first eco certified, luxury destination.

Creative Culture The location and lifestyle inspire a creative culture within the local community including artists, musicians, writers, performers and creators of all kinds.

Tropical Climate Winter climate April to October – 19-24°C average day time temperature.

Summer in the tropics November to March celebrate the lush and vibrant summer season

EXPERIENCE PILLARS Reef Islands & Beaches

Adventure & Discovery

Events

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Great Barrier Reef Closest point to the outer GBR Four Mile Beach Snorkelling and diving the GBR

Natural Encounters » » » » »

Daintree Rainforest Mossman Gorge Cape Tribulation Swim with the Dwarf Minke Whales Wildlife of the Rainforest from tree kangaroos to cassowaries to saltwater crocs

Jungle tours Crocodile adventures Mountain biking Kitesurfing & stand-up paddle boarding 4WDrive tours Great Barrier Reef Drive

Lifestyle, Culture & People » » » »

Aboriginal experiences and cultural tours Fresh seafood Tropical fruits and bush tucker tasting Distinctive local produce

Port Douglas Carnivale Port Douglas Raceweek Port Shorts Film Festival Ironman Mountain Biking Sustainable arts festivals Taste Port Douglas Port Douglas Hot & Steamy Festival

MOTIVATORS ATTRACTIONS & EMOTIONS Prime travel motivations, attractions and emotions that Port Douglas Daintree conjures for both previous and potential visitors are:

Travel Motivators

Emotions

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Rest & Relaxation The Daintree Rainforest Visit the Great Barrier Reef Experience a natural environment

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Beaches

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Attractions » » » » »

Great Barrier Reef Daintree Rainforest Mossman Gorge Beaches Cape Tribulation

Happy Relaxed Excited Calm Peace

OUR LOGO The Port Douglas Daintree logo combines our place name with a representation of our famous Great Barrier Reef and Daintree Rainforest overlapping - signifying the importance of these World Heritage listed locations to our region.

This lockup should be used on all communications that promote Port Douglas & Daintree to all audiences. Full Colour Positive, Full Colour Reverse, Mono Reverse and Mono versions are available for use on a range of background colours and textures. Only supplied files should be used and never be recreated, coloured of modified. If the primary brandmark doesn't work for your layout, please contact info@visitportdouglasdaintree.com

MINIMUM SIZE

BRANDMARK USAGE When using the TPDD logo without the tagline the minimum size is 25mm wide.

When using the logo with the tagline the minimum size is 45mm.

To maintain impact and integrity, the logo should always be placed clear of other graphic elements such as text.

A simple way to calculate the minimum clear-space around the logo is to use the height of the 'P' from 'Port', as displayed here.

25mm

45mm

LOGO CLEARANCE

IMAGERY Images are an integral part of telling our story.

Images should display the depth of our region and aim to lift people spiritually and leave them feeling revitalised. To do this your imagery should: » » » » » » » »

Be Authentic Be Relevant Be Happy Be Welcoming Be Relaxed Be Spiritually uplifting Be Revitalising Be Creative

It shouldn't be » Cheesy » Overly Staged » Obvious » Contrived TPDD has a range of images available to members, media and trade. Please email info@visitportdouglasdaintree.com for access.

MARKETING EXECUTION

SOCIAL MEDIA

Portdouglasd aintree

OUR CHANNELS facebook.com/portdouglasdaintree @portdouglasdaintree @portdouglas_aus visitportdouglasdaintree.com