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Queensland Brand Book

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3 Our brand is how we present Queensland to the rest of the world. It's who we are. The reason we exist. And by 'we', we mean the tourism industry collectively. We're all faces of the Queensland story - from the biggest hotel right down to the smallest local tour operator. That's why it's so important our brand vision is something we can all get behind, believe in and share. It's a big responsibility, but we're up to the challenge. This document outlines an exciting new direction for Queensland, one which gives us the opportunity to reframe our quintessential Queensland life. Over the next few pages, we'll articulate the evolution of our brand by sharing our vision for what truly sets us apart. CAPE HILLSBOROUGH, MACKAY REGION O U R B R A N D , O U R Q U E E N S L A N D

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