Tourism Australia Brand Guidelines

Tourism Australia
Brand Guidelines
Version 2.0
May 2013
How to use
these guidelines
A lot of thought has gone into making These guidelines are not meant Over the page youll find a decision
these guidelines as simple and as easy to be read cover to cover. Theyve tree. If you know who your audience
to use as possible. Their purpose is been designed to help you get is and the purpose of your
to help us produce communication straight to the appropriate section communication, it will take you
material that is consistent in look and within that section find the directly to the appropriate section.
and feel, and most importantly, answers you need.
to ensure we attract, engage and If for some reason you dont
motivate our audiences. The first section of the guidelines, understand something, there are
Our Brand is a must read. It provides relevant contacts for more detailed
a solid foundation of who we are as information throughout.
a brand, and covers everything from
our brand personality, to our key
messaging and style of writing.
Tourism Australia Brand Guidelines copyright 2013 2

Decision tree
A decision tree is the fastest way to make sure youre working from the right section
of the guidelines. All you need to know is who your communication piece is targeting
and what its purpose is.
1. Who is your audience? 2. What is your purpose?
Consumer Is the purpose of your communication to

Our consumer audience is anyone who would consider sell Australia as a holiday destination
Australia for their next holiday. Internationally these are specifically to a broad consumer market? See
people who arent bothered by traditional barriers like Campaign
distance, time and cost. Locally they are Australians with Guidelines
a combined annual income of $70K or more, however
we also target specific segments, such as youth.
Trade and industry Is the purpose of your communication Trade and

This audience is all the businesses that make up the to engage trade, industry, media and Industry
travel industry, as well as our programs such as Aussie internal teams to on-sell Australia as P52
Specialist, ATE, ITB, GDay Australia, Corroboree, JAM a tourist destination?
and BIT.
OR
Is it to on-sell Australia as a business
Business
event destination?
Events
P66
Corporate Is the purpose of your communication to sell

This audience is predominantly government, including both Australia as a business event destination?
the Australian and State and Territory governments. Other
corporate audiences include international facing agencies,
such as the Department of Foreign Affairs. OR
Is it to communicate formal and official Corporate

government representation or information? P43

Contents
Brand Tourism Australia Business Events Australia Consumer campaign
Our brand Applying our brand tools Business Events see Campaign guidelines at
Brand statement ........................................ 7 Corporate........................................................ 43 Our business edge...................................... 67 brand.australia.com................................ 85
Brand proposition....................................... 8 Corporate applications overview......... 44
Our Business Events tools Co-op advertisements . .......................... 86
Brand personality........................................ 9 Cover design.................................................. 45
Logo see Campaign guidelines at
Five key messages....................................... 10 General typographic rules....................... 47
Our logo........................................................... 70 brand.australia.com
Seven key experiences.............................. 11 Grid and layout . .......................................... 48
Our tone of voice......................................... 13 Best practice................................................. 50 Logo variations............................................. 71
How we write............................................... 16 Our logo rules............................................... 72
Trade and Industry...................................... 52 Policies and procedures
Our brand tools Trade and Industry Colours
applications overview............................... 53 Our colours ................................................... 73 Approving content, copyright and
Logos
Cover design.................................................. 54 distributing and publishing................. 88
Our logos and their usage....................... 25 Typography
General typographic rules....................... 56 Intellectual property,
Logo variations............................................. 26 Our typeface................................................. 74
Grid and layout . .......................................... 57 copyright and presentation
Our logo rules............................................... 28
Best practice................................................. 59 and key contact details.......................... 89
Creating a new logo................................... 30 Graphic device
Other logos and their usage................... 31 Our Indigenous graphics.......................... 75
Consumer Youth........................................... 60
Colours Youth applications overview.................. 61 Photography
Our colours.................................................... 33 Tools.................................................................. 62 Our photography......................................... 77
Best practice................................................. 65
Typography Applying our Business Events tools
Our typeface................................................. 34 Business Events applications
overview.......................................................... 79
Graphic devices
Cover design.................................................. 80
Our Indigenous graphics.......................... 36
General typographic rules....................... 81
Our illustrations........................................... 40
Grid and layout . .......................................... 82
Photography Best practice................................................. 84
Our photography......................................... 41

Brand Tourism Australia

In this section
In this section
> Brand statement
> Logo
Brand proposition
Typography
> Brand personality
Colour palette
> Five key messages
Photography
> Seven key
Graphic experiences
device
> Tone
Our tone of voice
of voice
> How we write
Section
Our brand
heading
The story of Australia begins with the land.
A land that inspires dreams and embraces
adventure. A land that opens up and takes you
in as one of its own. A land that brings you to life.
Tourism Australia Brand Guidelines copyright 2013

2011 6
Title
Section
Sub sub section
Brand
statement
A brand positioning statement is Easy going, straight talking
an internal guide for all brand and
communication strategies. It outlines
Australian people combined with
the strengths and associations that Australias vast natural landscape
make a brand not only different make Australia not just a unique
but meaningful.
holiday destination but an
So whats our brand statement? exhilarating one.

Title
Section
Sub sub section
Brand
proposition
On holiday in Australia,
you dont switch off,
you switch on.

Title
Section
Sub sub section
Brand
personality
Our personality is a distinct part of our brand. It describes
our human characteristics who we are and how we present
ourselves to the world. Weve chosen four characteristics that
sum us up:
Down to earth Welcoming

Were refreshingly Were an open and
unpretentious. Nothing friendly bunch. Were
fazes us and nothing always happy to help
bothers us. and everyones a mate.
Irreverent High spirited

Were downright cheeky. Were upbeat and full
We love a good laugh and of energy. Every day is
every good laugh makes a new opportunity to
a great story to tell. find an adventure and
have some fun.

Our brand
Five key Transformation Nature Welcoming

messages Australia is a place of change. It gives
you a fresh perspective. There is space
Australia is a vast landscape, full of
unspoilt natural beauty and some
Australia has its arms wide open.
We are some of the friendliest people
to be yourself and to discover who it is of the friendliest wildlife. Whether on earth. Were famous for our sense
Based on our brand positioning
you want to be. From the moment you youre headed for the remoteness of of mateship and no matter where
statement, weve developed five key
arrive you feel a sense of freedom. You the outback, the pristine coastlines or you go or what you do youll always
messages that are true to our brand
feel refreshed. When your holiday is the amazing Kakadu National Park, feel a sense of inclusion.
and motivating to our audiences.
over, youre a whole new person. you cant help but feel close to nature.
Any content we create should feature
at least one of these key messages,
which provide an insight into the Adventure Immersion
Australian experience.
Australia is one giant adventure. Australia is not a spectator sport.
It has an outdoor activity for everyone You dont sit on the side lines,
whether thats a hike through the you get out there and get amongst
Kimberleys, a surfing tour along the it. Which means every holiday is filled
Gold Coast or a culinary exploration with amazing memories like Steve
of each city. the surfer who helped you catch your
first wave on Bondi. Or Bill the drover
whose cattle you helped round up.
In Australia, everyones invited to
have a go.

Our brand
Seven key Aboriginal Australia
experiences Aboriginal Australia is the worlds oldest living

culture. Learning about the practices and traditions
of Australias Aborigines and Torres Strait Islanders,
Australia offers an abundance of often through art, storytelling, dance, music and
very different experiences. Weve the land itself, is truly fascinating. It is important
to note that whenever we write content or use
highlighted seven of the most unique
photographs of Aboriginal Australia we remain
aspects of Australia and any content respectful and authentic.
we create should include at least one
of these key experiences.
Aussie coastal lifestyle
For most Australians, life is a beach. With 10
coastal World Heritage-listed areas, Australia offers
some of the most diverse, unspoilt coastal experiences
in the world. The majority of Australians live with easy
access to the coast and we make the most of it.
Its our way of life.
Australias vibrant cities

Australia is a young, free-spirited country with an
uninhibited culture. We love the outdoors, but we also
love art, music, fashion, sport and celebrity. And youll
find all of this in our major cities each with their own
unique multicultural precincts, shops, restaurants,
theatres, hotels and bars.
Food and wine

Australia is a foodies paradise. Our famous wines
and cuisine are inspired by fresh, natural produce and
influenced by our multicultural make up. You can get
anything from a great coffee, to a perfectly barbequed
sausage, to a degustation of seafood delights with
a view to match. And affordable, fresh food is
served everywhere.

Our brand
Seven key Australian journeys
experiences Australian journeys are about more than just getting

from Point A to Point B. Theyre about discovering the
diversity of the land and our unique way of life. You
cont. can spend a few days or take weeks. You can bicycle,
take a tour or hike. You can take a train across the
entire length of the country. You can go where life
leads you.
Nature
Australias wild natural beauty is best expressed in
colour through the red of our sandy deserts, the infinite
green shades of our rainforests, the pure white of our
untouched beaches and the rich ocean blues. When you
visit Australia you can see, touch, smell, hear or even eat
things that cannot be found anywhere else in the world.
Outback Australia
The Australian outback is our heartland.
With spectacular colours and dramatic landscapes,
it embodies the spirit and resilience of its people.
Experiencing these vast open spaces, night skies,
cattle stations, pubs and meeting Australians from the
outback is an essential part of any Australian holiday.

Our brand
Our tone of voice Personality stretch
Overview For consumers For Corporate/Trade and Industry

Maintaining a consistent tone of All communication material, programs All communication material, programs
voice is crucial to our brand. All of and events targeting our consumers. and events targeting Trade and Industry,
our communications should speak and Government.
in the same down to earth friendly
Australian voice.
Depending on who were talking
to a consumer, travel agent or
Government employee our message
Welcoming Approachable
might change, but our tone of voice
will always remain consistent.
Heres a quick guide to the range
Irreverent Encouraging
or stretch of our tone of voice, from
one end of the spectrum to the other.
High spirited Positive
Down to earth Straight forward

Our brand
Our tone of voice Tips for writing to consumers For example
Consumers
Be genuine and use a relaxed tone of voice Youll be lost for words in World Heritage-listed Kakadu National Park.
The way we speak to consumers
should be informal and conversational.
Write as if youre having a friendly
chat. The tone should reflect our brand
personality, be relaxed, high spirited
and genuine.
Use descriptive verbs to highlight the unique Take a rugged 4WD adventure through Australias outback, soaking up the
The language also needs to be wonders of our land
consistent with Brand Tourism
space, silence and timeless vistas.Or discover long white beaches and lush
Australias personality, which is national parks on one of our spectacular coastal journeys.
engaging and appealing. Use descriptive
verbs and sensory adjectives to help
create an engaging experience.
Try to use words and phrases that you
would use in everyday conversation,
Write as though youre having a friendly chat There are all sorts of treasures in the cobblestone laneways that sprawl
with your audience
but be mindful of slang or colloquial secretly off Melbournes ordered city streets.
terms that may not be understood or
translated into other languages.
Use present tense to maintain a sense of Wake up with good coffee in Degraves Street and Centre Place or listen
currency to our content
to live jazz in Bennetts or Manchester Lanes.
Use second person narrative where possible Find out where you can get up close and personal to natures
spectacle in Australia.

Our brand
Our tone of voice Tips for writing to trade and industry/corporate For example
Trade and Industry/Corporate

Use genuine and inclusive language Within easy distance of every city are several national parks and
wildlife reserves.
The way we speak to Trade and
Industry/Corporate should be slightly
more formal. This includes media
releases, presentations, newsletters
and industry communications.
But we must ensure our brand
personality is still consistent. Use vibrant and sophisticated language These educational visits are a powerful way to show agents first hand why
It is important to convey a sense
there really is nothing like Australia for their clients next business event.
of sophistication whilst remaining
vibrant and inspiring. Use positive
language and always try to open and
close your communication positively.
Please keep in mind that the language,
tone and formality of your corporate
Use slightly more formal language You can find out more about the Aussie Specialist Programat
content will vary depending on your tourism.australia.com
audience. Yet it is always important
to ensure that the tone remains
true to Brand Tourism Australia.
Use pronouns where possible, Australia is one of the most diverse countries on the planet, home to more
such as you, yours, we, and ours
than one million species of plants and animals, many of which arent found
anywhere else in the world.
Use positive language and be inspiring There is no better way of rediscovering yourself and reconnecting with nature,
than going walkabout in Australia.

Our brand
How we write Good writing Tips For example
To make your writing easier to read Use verbs in the active not passive Instead of (passive and wordy)
Editorial style and conventions voice wherever possible
and understand: Further information can be obtained by contacting our Strategic Sales
It is best to write in concise, plain
English so that everyone, not just the > Keep sentences short. Find a Department on (02) 9360 1111.
tourism industry, can understand you. balance between being descriptive
and weighing sentences down Preferred style (a direct call to action)
Good writing is writing that with technical terms. Call our Strategic Sales Department on (02) 9360 1111
effectively conveys your message,
> Use the simplest word you can for more information.
avoids misunderstandings, saves
time and gives a favourable find to express an idea, e.g. help
impression of our organisation. rather than facilitate; begin eeping in mind our marketing focus,
K Instead of (defensive and complaining)
instead of commence. Avoid the it is best to use a positive, proactive Without increased funding, Tourism Australia will not be able to advertise
temptation to make your writing tone wherever possible
to specific target groups in that market effectively.
sound more impressive. Clear,
direct language is more effective. Preferred style (realistic and proactive)
> Present ideas and facts in a Tourism Australia will be able to advertise more effectively in that market
logical sequence. if funding is increased.
> Avoid unnecessary words that
dont add anything new, e.g. Avoid overuse of tourism and For example, this sentence in a public Tourism Australia report would baffle most:
airport facilities, production marketing jargon and acronyms Co branding of States coordinated through Tourism Australia will enable
process, Tourism Australia is
deepening of brand image experiences and be used as a platform for
currently advertising in, the
campaign was repeated again. tactical integration.
> Buzz words such as strategic Preferred style :

and targeted are applied to
Working alongside State Tourism offices will provide a stronger platform
our advertising, research and
reviews too frequently. when communicating to the consumer.
I f an industry-specific term Instead of :

must be used, always define it QF announced it would introduce new services between Sydney
in simple language. and Osaka.
When using abbreviations, always
spell out the full title first, with the
abbreviation in brackets: Preferred style :
See common tourism industry acronyms on page 24 Qantas (QF) announced it would introduce new services between
Sydney and Osaka.

Our brand
How we write Category Rule DO DONT
Spelling Some words have alternative spellings > program > programme
Editorial style and conventions cont. > focused > focussed
For consistency, please use the following:
> budgeted > budgetted
> targeted > targetted
Generally speaking, use Australian spelling organise organize
Unless writing exclusively for the US market. colour color

(If in doubt, consult the latest edition of The
Macquarie Dictionary for common Australian
usage, as recommended by the Australian
Government Publishing Service. Use the first entry
where several spelling alternatives are provided).
Always abbreviate for example e.g. eg.
This is the way we do it:
Numbers, dates and percentages Spell out numbers under 10 nine 9
Unless its a measurement, date, 9 km nine km

or in a table, then always use numerals.
For numbers 10 and over, use numerals 15 fifteen
Numbers that open or close a sentence Fifteen thousand 15,000 people attended.
should be spelt out people attended.
Spell out percent, except in tables, 9 percent 9% (in documents other than tables)
where symbols are permissible
9% (in tables)
URL Always write URL without the www australia.com www.australia.com

Our brand
Numbers, dates and percentage Use a comma in four digit denominations $1,000 $1000
Editorial style and conventions cont.
Always write million and billion in full in the 65 million

first instance, then abbreviate to m and bn
$45 billion
Indicate currency in the following style A$400
US$400
Long date format is day/month/year 4 August 2002 04/08/11
Do not use short date format.
Date spans should be expressed in 1 July-4 September or,

the following formats
2001/02
(if across years and decades)
se brackets around STD* codes on local

U (02) 9360 1111 02 9360 1111
telephone numbers
Dont use brackets around mobile 0411 165 489 (0411) 165489
and freecall numbers
F or international numbers, the zero is +61 2 9360 1111 0011 02 9360 1111
dropped from STD* area codes
*STD is the ability of the subscriber to make long distance calls without operator assistance

Our brand
Names and titles Tourism Australia should always be referred to in full Tourism Australia TA
Editorial style and conventions cont.
It should not be abbreviated to TA in
public communications.
Tourism Australia marketing campaigns The Tourism Australia campaign

should be named in italics
Discover the Other Side of Yourself,
screened in four markets
Theres nothing like Australia
Capital letters should be used minimally Yours sincerely Yours Sincerely
e.g. complimentary close Yours faithfully Yours Faithfully
Kind regards Kind Regards
F ilm and publication titles should be The video Spirit, Colour, Contrast
written in italics was shown and delegates were
given a copy of The Big Book
The names of newspapers, books, Sydney Morning Herald

plays and art works are set in italics
Blue Poles
Lists Lists should be introduced with a colon The Asian countries which
and separated with bullet points generate the most tourist traffic
to Australia are:
> Japan
> Korea
> Hong Kong

Our brand
How we write Letters 1 Date
Use the Tourism Australia letterhead Begin your letter with the date
Communication style and conventions written in full.
which includes our website addresses.
The use of logos is only one part of
creating a consistent brand personality.
By unifying our writing style, for both 2 Full name and address
internal and external communications,
this also helps us look and sound like
one brand. 7 July 2011 1
2 Mr Solomon
Level 77 Chrysler Towers
3 Salutation/title 65 Babylon Avenue
Russell Lea New South Wales 1180
3 Dear Mr Solomon
4 Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut
4 Body of letter
laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat
7
5 Complimentary close beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur
nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor, nisi ut aliquid ex ea
commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit
6 Name of writer pariatur?

8
laborum et dolorum fuga.
7 Spacing 5 Yours sincerely
Use consistent spacing so its

easy to read and follow.
6 Andrew Andrews
3 Managing Director
8 Use open punctutation and

block paragraphs
Level 18, Tower 2 Darling 201 Sussex Street Sydney
> Dont indent them GPO Box 2721 Sydney NSW 1006
T: +61 2 9361 1000 | F: +61 2 9361 1000
> Dont punctuate addresses Corporate: www.tourism.australia.com Consumer: www.australia.com
AUSTRALIA CANADA CHINA GERMANY HONG KONG INDIA JAPAN SOUTH KOREA MALAYSIA NEW ZEALAND SINGAPORE UNITED KINGDOM UNITED STATES

Our brand
How we write Email

Email is a quick and easy way to > Blast emails must remain anonymous.
Communication style and
communicate. With all your emails: Each recipient must not be able to
conventions cont.
see the details of other recipients.
> While it is as convenient and informal
as a phone call, email leaves an > Each blast email must provide an
irrevocable written record. It can option for recipients to unsubscribe.
also be impersonal in comparison to
telephone or face to face, and can > If you are asked by a recipient to
easily lead to miscommunication. remove their name from a mailing list
do so immediately. Tourism Australia
> Dont use swear words or slang in is expected to comply with Australian
emails, as they reflect poorly on privacy laws and standards, which
Tourism Australia. They can also protect users from being contacted
prevent your email getting through by Tourism Australia without their
spam filters. expressed permission.
> Wherever possible, unsolicited email > Tourism Australias policy on email
blasts to large mailing lists should and Internet use can be found on
be avoided. i-Net electronic form.
> All email blasts need to be > Also remember to spell check email.
scheduled in advance. Sydney staff Set your Outlook preferences to do
should advise Corporate Affairs of this automatically by clicking Tools/
their intentions. Options/Spelling.

Our brand
How we write Subject Rule For example
Indigenous peoples The Department of Families, Housing, Community > Aboriginal and Torres Strait Islander Australians
Non discriminatory language Services and Indigenous Affairs recommends that > Aboriginal and Torres Strait Islander peoples
the following forms be used to designate the original
It is unlawful to discriminate on the inhabitants of Australia and their descendants > Indigenous Australians
grounds of race, age, colour, national > Indigenous peoples
or ethnic origin, gender as well as These terms take account of the fact that there are
sexual preference, marital status two groups of Indigenous Australians, both racially and
culturally different. They are Torres Strait Islanders,
and physical or mental impairment.
who are indigenous to Torres Strait, and Aboriginals
It is also important to make sure
who are indigenous inhabitants of mainland Australia.
that the language we use does not
discriminate against individuals
or groups. If referring to these races individually, or people of > Aboriginal/s
either race, the following terms are preferred: > Aboriginal Australians
> Aboriginal peoples
> Torres Strait Islander/s
> Torres Strait Islander Australians
> Torres Strait Islander people
Discriminatory language Dont make people invisible To our grandfathers, steam trains were the latest
in fast transport.
(This excludes grandmothers)
Dont focus on one characteristic out of context John Smith, despite being in a wheelchair, built a
thriving tourism business.
(Refers unnecessarily to disability)
Dont give credence to stereotypes All gay and lesbian tourists are interested in the
nightclub scene, and our strategy should reflect this.
(Reflects narrow, patronising understanding of segment)
Dont treat people unevenly Three people, including one Aboriginal,

missed their flight.
(Refers unnecessarily to Indigenous peoples)

Our brand
How we write Tourism Australia Tourism Australia Airlines

programs and events industry partners
Common tourism industry acronyms
ASP Aussie Specialist Program ATEC Australian Tourism Export Council D7 Air Asia X JQ Jetstar
Many of our industry partners and
programs have really long names. A program which aims to train tourism UU Air Austral 3K Jetstar Asia Airways
DAMA Destination Australia
So we often abbreviate them to operators to better inform consumers Marketing Alliance SB Air Caledonie KE Korean Air
save space. Always spell out their about travel to Australia. AC Air Canada LA Lan Airlines
full name in the first mention, and DRET Department of Resources,
CA Air China MH Malaysia Airlines
then abbreviate after that. ATE Australian Tourism Exchange Energy and Tourism
CG Airlines PNG OI Our Airline
Tourism Australias largest annual DFAT Department of Foreign Affairs MK Air Mauritius PR Philippine Airlines
trade event. and Trade NZ Air New Zealand QF Qantas Airways
DIAC Department of Immigration PX Air Niugini QR Qatar Airways
ATDW Australia Tourism Data and Citizenship FJ Air Pacific BI Royal Brunei Airlines
Warehouse
NF Air Vanuatu SQ Singapore Airlines
PATA Pacific Asia Travel Association
Aimed at combining Australian OZ Asiana Airlines IE Solomon Airlines
destination and tourism product STO State/Territory Tourism BA British Airways SA South African Airways
information into a common database. Organisation, e.g. Tourism Victoria
CX Cathay Pacific Airways VC Strategic Airlines
TFC Tourism Forecasting Committee CI China Airlines TG Thai Airways International
IMHP International Media
Hosting Program MV China Eastern Airlines TR Tiger Airways
TTF Tourism and Transport Forum
CZ China Southern Airlines TT Tiger Airways Australia
A program designed to attract ADS Approved Destination Status
key media from around the world CS Continental Micronesia UA United Airlines
A tourism agreement with China that DL Delta Airlines TR Tiger Airways
to Australia to report on the
allows Chinese nationals to travel to
countrys many holiday EK Emirates VA V Australia
Australia for a holiday.
experiences and attractions. EY Etihad Airways VN Vietnam Airlines
FIT Fully Independent Traveller BR Eva Air VS Virgin Atlantic Airways
DAP Destination Australia Partnership GA Garuda Indonesia DJ Virgin Australi Airlines
GIT Group Inclusive Tour
A joint initiative between Tourism HU Hainan Airlines
Australia and State Tourism MICE Meetings, Incentives,
HA Hawaiian Airlines
Organisations that seeks to Conventions and Exhibitions
QZ Indonesia AirAsia
better align marketing activities PAX Passengers JL Japan Airlines
within the UK and European market.
AUSTRADE Australian Trade Commission
NTA National Tourism Alliance

In this section
In this section > Our colours
> Our logos and their usage
> Logo
Logo variations > Our typeface
> Our
Typography
logo rules > Our Indigenous graphics
Colour palette > Our illustrations
> Creating a new logo
Photography > Our photography
> Other
Graphiclogos
deviceand their usage
Tone of voice
Section
Our brand
heading
tools
Inside this section, youll find our main tools for
Brand Tourism Australia. It covers all the elements youll
need to work with, along with helpful hints to make
the most of your layouts.

2011 24
Our brand tools
Logos
Our logos Logo name and description Example of use Logos and their configurations
and their usage Stacked Landscape

Australia.com > Consumer facing communications,
Primary logo for consumer messages programs and events
> Campaign
The Tourism Australia logo is This logo should be used as a general call to action
used to identify the Australian on all consumer communication material.
Governments official destination
marketing authority.
Australia > Consumer facing communications,
This logo is available in two Primary logo for consumer messages programs and events
configurations (stacked and > Campaign
landscape) and four variations This logo should be used when our communications
already have a specific call to action. Or when a call to > When you are using a specific URL
according to different
action isnt required, e.g. when you are already online.
communication objectives.
All Tourism Australia logos are
Tourism Australia >C orporate and Trade and Industry facing
available in full colour and one Primary logo for corporate and Trade and Industry messages communications, programs and events
colour in the two configurations. > Domestic audience
This logo should be used for all communications
representing Tourism Australia as an organisation.
This logo can also be used when communicating
to the domestic market.
Government lock up >G

overnment and Trade and Industry facing
Primary logo for Government messages communications, programs and events
This logo should be used for all government and corporate

communications in Australia, when the communication is
not consumer facing.
ote: Guidelines on the appropriate use of the crest in Tourism
N
Australia communications are available. Please contact Corporate
Affairs in Sydney for details.

Our brand tools
Logos
Logo variations Full colour The full colour logo should be

used against white backgrounds
We love our logo. We hate it being only. A keyline version has been
created for use on background
messed with. It looks best in full
content.
colour on a white or light coloured
background and we encourage you
to use it that way.
The full colour positive logo consists
of the kangaroo and sun symbol in full
colour and the wordmark (Australia) Keyline Full colour A B
in full colour.
The full colour keyline logo should
For those instances where the full be used against the following
colour version wont work, we have backgrounds;
the following approved variations. A. On a light colour
B. On a light area of photography
Keyline
Ensure that the photography details
The full colour keyline version dont interfere with the logo in any way.
incorporates a white keyline around
the kangaroo and sun logo, with the Reverse A B
wordmark retaining its blue colour.
The keyline reverse logo should
be used against the following
Keyline reverse backgrounds;
The keyline reverse logo consists
of the kangaroo and sun symbol A. On a dark colour
B. On a dark area of photography
in full colour with the keyline.
The wordmark switches to white. Ensure that the photography details
dont interfere with the logo in any way.
Mono
The mono logo is used wherever Mono The mono version of the logo A B
comes in two versions for each
reproduction methods are restricted
variation;
to black and white. Make sure that
theres enough contrast between A. Mono (black)
the logo and background colour. B. Mono reverse (white)
A GUIDE: HOW TO INCORPORATE
Australias National Landscapes

INTO YOUR CURRENT MARKETING INITIATIVES
Our brand tools
Logos
Logo variations One colour Positive
One colour positive logo should

One colour be used wherever reproduction
The one colour positive logo on a white methods are restricted to one or
background is used wherever reproduction two colours.
methods are restricted to one or two For example:
colours in applications, such as screen > Screen printing
printing and embroidery. > Embroidery
It should also be used if the reproduction

size is small or the reproduction quality
is doubtful.
These logos may only be reproduced in
the Brand Tourism Australia colours and
black, with the exception of Sand.
Reverse
One colour reverse logo should

be used when you have a
solid colour background and
its reproduction methods are
restricted to one or two colours.
For example:
> Screen printing

Our brand tools
Logos
Our logo rules Clear space Tourism Australia Stacked Landscape

X X
Clear space X
X X
Clear space is the minimum area
X
surrounding the logo which must
remain clear of any other visual
X
elements or text.
X
Each of the logo configurations X
uses the cap height measurement X
to determine its clear space.

Australia X X
Where possible, create more
These rules also apply to the X X X
clear space than the minimum
Australia.com primary logo.
requirements, but never less. X
Minimum size X
Minimum size specifications ensure
that the logo remains clearly legible X
X
in all applications and all methods X
of reproduction.
Minimum size Tourism Australia Stacked Landscape Stacked Landscape
Each of the full colour logo
configurations has a minimum
size specification as shown here.
In cases when the logo must be
reproduced at sizes less than these
minimums or when the quality of the
reproduction method is doubtful 15mm/70px 15mm/70px 11mm/60px 11mm/60px
e.g. silk screening or embroidery,
only the one colour positive or
reverse versions, as specified on Australia
the previous page, should be used.
These rules also apply to the
Australia.com primary logo.
15mm/70px 15mm/70px 11mm/60px 11mm/60px

Our brand tools
Logos
Our logo rules

Incorrect use
Incorrect use of the logos can weaken
the integrity, impact and consistency
of them.
To ensure high quality results, carefully
follow the recommendations set out in
these guidelines. Do not flip the logo Do not place the logo Do not crop into the logo Do not distort the logo Do not alter the placement
on an angle or size of the logo elements
Do not separate the sun, kangaroo and wordmark elements Do not add other elements Do not alter the colour Do not use the logo without
or use them in isolation to the logo of the logo the keyline on solid colours
Do not use a logo Do not change the colour Do not place the logo
that has poor contrast of the keyline on a detailed image
to its background

Our brand tools
Logos
Creating
a new logo
The Tourism Australia brand has If you do think you need to create > Why you need a new logo?
built up a lot of equity over the years. a new logo, ask yourself:
It is a well known brand because
we never dilute it with sub brands.
> Why isnt it appropriate to use one of our
We are always consistent with existing logos?
our communication.
> Will your audience be seeing other Tourism
Australia logos and will this confuse them?
> What are the benefits of this new logo?
> What disadvantages might this new

logo create?
> How will you use this new logo?
> How long will you need this new logo for?
If you still think there is enough of

a reason to create a new logo
please contact consumer marketing.

Our brand tools
Logos
Other logos Corporate Aussie Specialist
and their usage This logo should only be used in countries where
it is registered (Australia, NZ, US, EU countries).
The corporate logo should be used when mention
Aussie Specialist of the ASP is made in a formal sense, or when
Tourism Australia is promoting the program externally.
The Aussie Specialist and Premier Aussie
Specialist logos may be used internally
and externally. They may also be used in
either the long landscape version or the Aussie Specialist with Tourism Australia
stacked version depending on where This logo must only be used to represent agents
they appear and which works best. that have qualified to Aussie Specialist status.
The Premier/Aussie Specialist with URL

This is suitable for use by Tourism
Australia, State and Territory
Organisations (STOS) and Industry Partners.
Premier Aussie Specialist with Tourism Australia
Lock up with qualified travel agent This logo version can be used by all stakeholders.
The PAS logo must only be used to represent agents
This is suitable for use by qualified
that have qualified to Premier status.
Premier/Aussie Specialist agents only.
Please ensure the Australia and Kangaroo
assets are displayed at all times so there
is always reference to Tourism Australia.
The Premier/Aussie Specialist with URL Stacked Landscape
This version can be used when Tourism Australia wants

to promote the Premier/Aussie Specialist Program
and encourage travel agents to register and complete
the training. It can also be used by an STO or Industry
aussiespecialist.com
Partner to promote the program and encourage agents
to complete their specific training module on the ASP.
aussiespecialist.com
Lock up with qualified travel agent Stacked Landscape
This version can be used when a qualified Premier/

Aussie Specialist agent wants to promote themselves to
consumers and inform them that they have completed
the Aussie Specialist Program.

Our brand tools
Logos
Other logos Aboriginal Australia Full colour positive Stacked Landscape
and their usage

Sometimes events and programs
require their own logo.
Aboriginal Australia
This logo is reserved for material Full colour reverse Stacked Landscape
relating to Indigenous tourism.
It is for use in Trade and Industry
communications or by the Indigenous
team only.
Make sure your choice of colour
compliments the background/imagery.
No Leave No Life (NLNL) Mono Stacked Landscape
The NLNL logo is used for all

promotional activity related to the
domestic No Leave No Life program.
The Tourism Australia logo must also
be included.
Theres no lead colour for the logo.
Choose a colour that supports one
of the seven key experiences and No Leave No Life One colour
make sure that it compliments the
background colour.

Our brand tools
Colours
TA Red family TA Deep red C 10 M88 Y58 K38 % Tints 100 20
Pantone 201 U HEX: 981E32
WEB: 993333
TA Red C 0 M90 Y93 K0 % Tints 100 20

Pantone 179 U HEX: DE3831
WEB: CC3333
Our colours TA Orange family TA Deep orange

Pantone 1385 U
C 0 M50 Y100 K7
HEX: ED8500
% Tints 100 20
WEB: FF9900
Origin of colours TA Orange C 0 M40 Y98 K0 % Tints 100 20
The Brand Tourism Australia colour Pantone 7408 U HEX: FFB300
palette draws on the natural beauty of WEB: FFCC00
Australia, observing the striking contrast TA Yellow family TA Deep yellow C 0 M25 Y100 K0 % Tints 100 20
in light and shade when touched by Pantone 7406 U HEX: FFC20E
Australias dazzling light. WEB: FFCC33
TA Yellow C 7 M5 Y95 K5 % Tints 100 20

The palette is split into six tints and Pantone 605 U HEX: E1CD00
six shades of these colours. WEB: No suitable websafe conversion
TA Sand family TA Deep sand C 12 M9 Y35 K14 % Tints 100 20

Use of tints Pantone 453 U HEX: c5c09b
As a rule, tints should be used for WEB: No suitable websafe conversion
backgrounds, pullout boxes, graphs TA Sand C 0 M3 Y19 K6 % Tints 100 20
and charts. Pantone 4545 U HEX: F1E5C7
WEB: No suitable websafe conversion
Colour for web TA Green family TA Deep green C 55 M12 Y92 K43 % Tints 100 20
Pantone 575 U HEX: 557630
All the colours can be used for the
WEB: 336600
Brand Tourism Australia website as well
as black. TA Green C 40 M10 Y100 K0 % Tints 100 20
Pantone 390 U HEX: 91AE35
For accessibility reasons, we dont WEB: 669900
recommend any writing on the web TA Blue family TA Deep blue C 100 M36 Y9 K47 % Tints 100 20
to be from the TA Red, TA Orange, Pantone 302 U HEX: 004165
TA Yellow and TA Sand family. WEB: 0 03366
*Please note that office printers are not consistent in TA Blue C 66 M0 Y0 K0 % Tints 100 20
colour quality. Please refer to the CMYK breakdown. Pantone 298 U HEX: 3DB8E4
WEB: 33CCFF
TA Turquoise family TA Deep turquoise C 100 M0 Y28 K65 % Tints 100 20

Pantone 3165 HEX: 00535E
WEB: 006666
TA Turquoise C100 M0 Y31 K7 % Tints 100 20

Pantone 320 HEX: 00A0AF
WEB: 009999
TA Black for web TA Black HEX: 231F20 % Tints 100 20

WEB: 0 00000
TA Text colour TA Text colour C 15 M25 Y36 K59

Pantone 7533 U HEX: 4A3C31
WEB: 333333

Our brand tools
Typography
Our typeface
TA Smudger and
Print external TA Smudger Regular
We use two typefaces for the

majority of Brand Tourism Australia
ABCDEFGHIJKLMNOPQRSTUVWXYZ
communications. Each one offers a
range of typographic expressions. TA Headline abcdefghijklmnopqrstuvwxyz
01234567890!$%&*:()?[]
TA Smudger
The handwritten typeface, TA Smudger,
are our heading Note: Kerning should be set to optical and tracking set to 15.
typefaces
is irreverent, modern and informal in
style. Its random shapes complement
TA Headline Regular
the hand-crafted style of Brand
Tourism Australias Indigenous Art.
Used sparingly, TA Smudgers unique The purpose of using TA Smudger or TA Headline is ABCDEFGHIJKLMNOPQRSTUVWXYZ
personality is a distinctive element of
01234567890!$%&*:()?[]
to provide individuality and character to headlines
the visual identity. in advertising and other applications.
Both must not be used for any text, other than Note: Kerning should be set to optical and tracking set to .
TA Headline headlines or pull out quotes.
The handwritten typeface, TA Headline,
is a welcoming and relaxed font that The Sans Basic B3 Light and Light italic
reflects the brand personality.
TheSans Basic is ABCDEFGHIJKLMNOPQRSTUVWXYZ
TheSans Basic
our heading and abcdefghijklmnopqrstuvwxyz
TheSans Basic has a wide range of
0123456789!@#$%&*()?
weights which allow itself to adopt a
number of personalities. TheSans Basic body copy typeface The Sans Basic B5 Plain and Plain italic
is designed to be highly legible.
TheSans Basic is an extremely flexible typeface
that can be used for large scale applications such as abcdefghijklmnopqrstuvwxyz
signage, as well as heading, sub heading and body
copy depending on your communication objectives.
0123456789!@#$%&*()?
The Sans Basic B7 Bold and Bold italic
abcdefghijklmnopqrstuvwxyz
0123456789!@#$%&*()?

Our brand tools
Typography
Our typeface
Calibri is
Print internal Calibri Regular and Italic
our word
When our two main typefaces,
TA Smudger and TheSans arent abcdefghijklmnopqrstuvwxyz
available, we use the following
0123456789!@#$%&*()?
typefaces for all internal
communication and our website. processing Calibri Bold and Bold italic
Calibri
As TA Smudger and TheSans Basic
typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ
arent system fonts, they may not
be practical or available for some To allow for flexibility. Calibri is our word 0123456789!@#$%&*()?
Microsoft applications. In these processing typeface. It should be used in Microsoft
instances, the typeface Calibri may Word processing, PowerPoint applications and
promotional items where TA Smudger and TheSans
be used. Calibri is a system font that
Basic arent available.
is available on most PCs and will
display and print text consistently
across most digital files.
Tahoma
Tahoma is
Website Tahoma Regular
Use Tahoma 11pt for all website copy.
It shouldnt be used anywhere else. ABCDEFGHIJKLMNOPQRSTUVWXYZ
our website
For any double byte languages use Arial
unicode system fonts. This includes any
Asian languages with accents. 0123456789!@#$%&*()?
typeface Tahoma Bold
For consistency, use Tahoma for website copy as abcdefghijklmnopqrstuvwxyz
a replacement to TheSans Basic only.
0123456789!@#$%&*()?

Our brand tools
Graphic devices
Our Indigenous Adventure Calmness
graphics Tribes travel vast landscapes under desert

sun and midnight sky. In dug-out canoes they
In the surety of the lore, life is lived close to
the spirit of the land. On this ancient continent
navigate the coast by stars. Clan groups join in seasons align in harmony under a starlit
Indigenous people have used the processions to secret, sacred ceremonial universe. Dawn breaks gently in the bush. It is a
distinctive images to communicate grounds, where fire and song light up the tranquil blending of night into day.
knowledge of generations.
their stories for thousands of years.
The Indigenous art designs, created
by Balarinji and Warlimpirranga
Tjapaltijarri, visualise the irrepressible
vitality that is alive and awake in the
Australian people and environment.
There are currently six Indigenous
art designs in our brand. Each one Openness Optimism
represents their own specific feeling The tribe moves by season to new hunting The land and its lore sustain an enduring
and story. grounds. Maps and marks on the land welcome continuum. There will always be abundance as
travellers from other clans. The elements govern season follows season, as there has been since
In the competitive travel industry a life of openness and simplicity, where skin lines the beginning. Life on this ancient continent
market, they are visually unique link north and south, east and west there are no holds wonder and beauty at its essence
and unmistakably Australian. strangers amongst nomadic wanderers. sunsets on pulsing rock face, morning ice
on desert snow or a glassy ocean swell.
Levity Tingari Cycle Configuration A

This design invokes a sense of freedom A series of concentric circles represent meeting
and lightness. places, connected by a series of parallel lines
representing journey paths. The modern
graphic device that has been derived from
this artwork is bold and strong, and is to be
used in a subtle manner.
Configuration B

Our brand tools
Graphic devices
Our Indigenous Configuration type Example
graphics Square configuration

The square configuration is primarily used
Adventure Calmness Openness Optimism Tingari Cycle A
in applications that are square format.

Configurations and technique
As the Indigenous graphics are such
a strong part of Tourism Australias
identity, inclusion of them is an
important element in keeping with
the Brands identity. Finding the right
balance with the Indigenous graphics Horizontal configuration Adventure Calmness Openness
is important so that elements sit The horizontal configuration is primarily
harmoniously on the page. used in applications that are landscape
in format, or when an extreme landscape
The Indigenous graphics that work pattern technique is required.
best are those that can be integrated
from the edge of the page and used
subtly, acting as a watermark. In this
way they support the design, but
dont dominate it. Compact configuration Openness
The five Indigenous graphic designs The compact configuration is primarily

used in applications that are small in format.
are available in a number of pattern
technique configurations to suit
differing applications and available
spaces. Each configuration has been
created to suit a particular application
format. Our table describes each in
more detail.
Repeat pattern configuration Adventure Calmness Openness
Note: These configurations may be rotated at The repeat pattern configuration is primarily
90 degrees to suit vertical formats, but must used in applications that are landscape in
not be skewed or have elements moved
format and require a smaller background
or deleted. All versions of the pattern technique
pattern scale.
can be adjusted using cropping, scaling and colour
tint variations. All configurations are available
as artwork.

Our brand tools
Graphic devices
Our Indigenous Technique Example
graphics Transition
The transition technique is used to support
Adventure Adventure reversed Calmness
photography or marketing messages,

Configurations and technique cont. providing extra depth and texture to
brochure front and back covers, banners
and specialised applications.
Pattern technique (colour)

The pattern technique must use two tints
of a single chosen colour.
Pattern technique
(photographic overlay)
This is a visual example of the photographic
overlay technique.
The photography overlay technique requires special
attention in both its conceptual appropriateness
and technical application. Given these issues, the
use of this technique must be approved by an
appropriate Tourism Australia representative
or applied by Tourism Australias own team of
in-house designers. If you wish to use this
technique, please contact the Design Studio
in Sydney for details.

Our brand tools
Graphic devices
Our Indigenous
graphics
Incorrect use
The Indigenous art designs have been
created to be used only in the ways
described in these guidelines. To use
them in any other way is disrespectful
to their Indigenous cultural meaning. Do not use Indigenous graphics Do not change the relationship Do not use colours other than Do not distort the elements
They should be treated as priceless in white of the elements the BA colours
works of art.
Here are some examples of misuse that
either weaken or completely destroy
the integrity, impact and consistency
of the art.
Do not combine the elements Do not reproduce the Do not remove elements within Do not create low contrast
of various Indigenous graphics Indigenous graphics in a keyline individual Indigenous graphics between Indigenous graphics
and background
Do not use Indigenous graphics Do not create low contrast Do not use any other colour
in too many colours between Indigenous graphics combinations other than those
and type specified in these guidelines

Our brand tools
Graphic devices
Our illustrations Usage of illustrations
Entry Criteria
Illustrations should be used in a similar way to
Illustrations add an element of the Indigenous graphics and in similar tones.
playfulness, as well as complimenting They are a decorative element to support a key
the Indigenous graphics. They also message or theme, without being dominant.
tie in with the style of the hand Only use a maximum ofTHE FOLLOWING ELIGIBILITY CRITERIA
two illustrations Currently has access to professional marketing FURTHER INFORMATION
rendered typefaces. (which can be repeated) per page. Dont
ARE UPDATED PERIODICALLY AS support (in-house or contracted), is marketed Tourism Accredited
For further information about the promotion and
professionally and must demonstrate ongoing marketing of the ITCP, please contact Tourism Australia:
Member of the ATDW
THE PROGRAM EVOLVES, SO PLEASE
overuse them by putting them on every page. business and marketing skills development or is
The one colour illustrations can easily CHECK TO MAKE SURE YOU STILL participating in IBAs ITCP Mentoring Program Have a customer relationship database in operation

Kristi OBrien
Experiences Project Manager - Indigenous Tourism
Currently has access to professional marketing
be applied as a decorative element, MEET THE CRITERIA.
Illustrations are best used small to maintain Have an acceptable, documented Succession Plan for
the business (detailing who will run the business if support (inhouse or contracted) and is marketed
Tourism Australia
T: +61 2 9361 1257
overlapping photographs. their charm. the owner is not able to due to illness/ injury etc) professionally please note this will need to be
supported by your STO and TA.
E: kobrien@tourism.australia.com
Be willing to participate in a Mystery Shopper
For information about the mentoring, please contact
Full and Marketing Members program to ensure criteria is being met and identify Have an Indigenous employment strategy in place
Indigenous Business Australia.
Note: A library of illustrations is available in and implement improvement strategies

Must be at least 50% Indigenous owned (as per IBA Working towards a Reconciliation Action Plan
the Brand Asset Management site. criteria) offering an experience which is delivered by (see www.reconciliation.org.au)
Associate Marketing Members
Indigenous people Demonstrated long term partnership and/or be
www.brand.australia.com Participating product(s) are marketed as offering endorsed by relevant Indigenous custodians, family
Must run as a full time commercial enterprise for at
least 6 months of the year a predominantly Indigenous experience which is or community spokesperson
owned/and or delivered by Indigenous people (to be
Registered for GST Have an acceptable, documented Succession Plan for
endorsed by STO)
the business (detailing who will run the business if
Proactive in the domestic and international Must run as a full time commercial enterprise for at
Our Champions
the owner is not able to due to illness/ injury etc)
marketplace least 6 months of the year
Be willing to participate in a Mystery Shopper
Able to be contacted by phone and email (responds Registered for GST program to ensure criteria is being met and identify
within 24 hours)
Proactive in the domestic and and implement improvement strategies
Booking mechanisms in place international marketplace Periodic reviews of compliance against the criteria will take
Website maintained with current information Able to be contacted by phone and email (responds place, and members may be asked to submit supporting
within 24 hours) documentation as evidence of ongoing compliance. Failure
Queensland
Produce yearly domestic and inbound rate sheets
Colour considerations Wfor illustrations
ork cooperatively with TA, STOs, and RTOs Booking mechanisms in place
to meet the criteria on an ongoing basis may result in
suspension or cancellation of membership.
Illustrations should be used as a watermark
Member of your RTO and local visitor centre or Website maintained with current information
tourist bureau
or a single colour. When appearing on a light
Have a strong understanding of customer service
Produce yearly domestic and inbound rate sheets
Work cooperatively with TA, STOs and RTOs

background they should appear
environment as a tint of
Member of your RTO and local visitor centre or
30 percent or less. Where illustrations have
Hold current relevant licences and insurances tourist bureau
Have a current business plan which you are operating
been repeated, they should be either the
in accordance with, and is reviewed annually
Have a strong understanding of customer
service environment
same colour, or a watermark.
Tourism Accredited Hold current relevant licences and insurances
CAPE
Member of the ATDW Have a current business plan which you are operating
YORK
Have a customer relationship database in operation in accordance with, and is reviewed annually
JARDINE
RIVER
NAT PARK
IRON RANGE
NAT PARK
1 ARCHER
BEND
NAT PARK
1 Aurukun Wetland Charters MELVILLE
NAT PARK
2 Currumbin Wildlife Sanctuary LAKEFIELD
3 6 Daintree Eco Lodge & Spa

NAT PARK 6 10
Indigenous Tourism Champions Program | Update + Marketing Activity Indigenous Tourism Champions Program | Update + Marketing Activity 7
Cooktown
4 Dreamtime Journey DAINTREE
NAT PARK 3 12
STAATEN
by Kookaburra Tours RIVER
NAT PARK 7 8
Cairns
5 Echo Creek Spirit of the 11
ATHERTON
TABLELANDS
Rainforest Tour 5
LAWN HILL
NAT PARK
6 Guurrbi Tours UNDARA
NAT PARK
7 Kuku Yalanji Cultural Habitat Tours
Townsville
8 Rainforestation Nature Park - 4
Mt Isa
Pamagirri Aboriginal Experience BOWLING
GREEN BAY
NAT PARK
9 Riverlife Mirrabooka EUNGELLA
NAT PARK
Mackay
10 The Bama Way -Aboriginal Journeys
(Adventure North Australia)
Tropic of Capr
icorn
11 Tjapukai Aboriginal Cultural Park Longreach
DIAMANTINA
NAT PARK Rockhampton
12 Walkabout Cultural Adventures
Gladstone
SIMPSON CARNARVON
DESERT GORGE
NAT PARK NAT PARK
Bundaberg
Tourism Australia Brand Guidelines copyright 2013 Hervey Bay
40
BUNYA MTS
Maryborough
NAT PARK
Our brand tools
Photography
Our photography Here is your checklist to follow when

selecting images:
Why these images work well Moodboard
They draw on the key experiences:

Photography is perhaps the most Seven key experiences
Outback Australia,
effective way of showcasing what Every image should draw on at least Australian journeys, Nature
Australia is all about. Images can one of our key experiences: Aboriginal
The mood and tone is:
highlight the beauty and diversity of Australia, Aussie coastal lifestyle,
Australian, real, emotive,
the landscape, people and culture. They Australias vibrant cities, Food and
experiential, warm, engaging
also provide an insight into the unique wine, Australian journeys, Nature,
lifestyle and experiences on offer. Outback Australia. The colour palette is:
Warm and vibrant
Every image helps tell our story. So its
ood and tone
M Lighting is:
important that they reflect our key
Images should feel Australian, real, Used in a dramatic way to highlight
experiences as well as look like theyre
honest, authentic, emotive, genuine, the landscape
all from the same family.
fun, experiential, warm, natural,
engaging, thoughtful and intimate. They draw on the key experiences:
Note: Ensure you have permission to use any
images, and approvals before publishing. With Nature, Australian journeys,
photographs taken by external photographers,
Colour Aussie coastal lifestyle
get the usage rights for both image and talent.
Images should either reflect the warm The mood and tone is:
The Tourism Australia image gallery is an online Australian, real, emotive,
colours of Australias centre, signalling
resource that provides free downloads of thousands experiential, authentic, genuine, fun
of Australian lifestyle and location visuals. warmth, energy and vibrancy. Or reflect
images.australia.com
the cool colours of Australia, signalling The colour palette is:
rest, refreshment and reflection. Cool and refreshing
Lighting is:
Lighting
Uniform and directional to focus
Lighting is an integral compositional on key elements
tool. It helps create a mood, add
drama and enhance an experience.
They draw on the key experiences:
Avoid harshly lit scenes and strident
Australians vibrant cities,
saturated colours. Softer lighting will
Food and wine
yield a subtle graded palette.
The mood and tone is:
Emotive, engaging, experiential,
fun, real
The colour palette is:

Warm and vibrant
Lighting is:
Diffused to feel inviting and genuine

In this section
In this section
> Corporate
> Trade
Logo and Industry
> Consumer
Typography
Youth
Colour palette
Photography
Graphic device
Tone of voice
Applying our brand tools

You know who youre talking to, so lets get straight to it.
Each section gives you all the tools you need to help you
design your layouts effectively.

In this section
In this section
> Corporate applications overview
> Cover
Logo design
> General
Typography
typographic rules
Colour palette
> Grid and layout
Photography
> Best practice
Graphic device
Tone of voice
Section heading
Corporate
Inside this section, youll find specific tools created just for
Corporate and Government communications. Dont forget that
you can always refer to Brand Tourism Australias tools to get
more familiar with our brand elements.

2011 43
Applying our brand
Corporate
Corporate
applications
overview
1
Working with
2
These examples and tools will help you

Tourism Australia
create effective communication material GLOBAL MARKETING PROSPECTUS 2013/14
relevant to your intended audience.
1 Logos
Use the Tourism Australia logo for

all corporate communications. The
Government Crest lock up should be
used for all Government communication,
and can feature on the cover and inside. 2
Marketing Opportunities
2 Typography
Headings should be set in either TheSans,
3
TA Smudger or TA Headline, depending on your
3 Colour palette 4
All of the colours in the Brand Tourism

Australia colour palette can be used
(see page 34).
4 Indigenous graphics
All the Indigenous graphics can be used.

Corporate also uses a technique called
transition (as shown in the example
on the near left).
5 Photography 1
All images from the Brand Tourism Australia

photo library can be used. Choose relevant
images that support your message.
Visit images.australia.com
5 5
Transition cover Full bleed cover

Applying our brand
Corporate
Cover design 1 Logo placement
Logo should be positioned in the top or bottom

Transition right corner.
The transition technique is designed to
provide a visual linking device between 2
two distinct areas on a cover layout. 2 Photography
It is often used for more formal and Choose photography that supports your message. Also make
informative corporate material. sure there is negative space within the image to allow space
for the logo to clearly appear.
The transition technique uses a hero
image with a transition graphic. This
graphic consists of an area of solid 3 Transition technique
colour with an Indigenous graphic edge The transition can be positioned at the top or bottom of the
as shown in the following examples. page. The solid colour panel can occupy either one half or one
third of the page, as shown below.
There are three kinds of transition
graphics to choose from (see page 38).
Here is your guide to creating a
transition cover.
Indonesia Sales Mission 2012

4 Typography
Choose a type size that doesnt dominate the page. Create

4
Directory of Australian Sellers
a nice visual balance between the type, the transition and
hero image. The type should be positioned clearly within the 19-21 April
transition.
5 1
5 Choice of colour
Create synergy between the hero image and the
transition graphic by referencing a colour from within
the photograph.

Applying our brand
Corporate

1
Logo should be positioned in the top or bottom right corner.
Full bleed
This cover design is used when you
want to really capture and engage your 2
audience. It allows you to focus solely on 2 Photography

a unique Australian highlight, using one Choose photography that supports your message. Also make
striking photo of the landscape, wildlife, sure there is negative space within the image to allow space
The Great
for the logo and headline to clearly appear.
people or culture. Just make sure you 3
choose an image that compliments the

content of the brochure.
South West Edge
full bleed cover. A guide book to making the most
of your Landscape Positioning
3 Typography
Use TA Smudger or TA Headline for the heading if you AUSTRALIAS NATIONAL LANDSCAPES PROGRAM
want energy and personality. When either of these are

used for the heading, TheSans B3 Light or B5 Plain should
be used for the subheading. This creates hierarchy and
makes it easy to read. Choose a type size that doesnt
dominate the page. Aim to create a nice visual balance
between the type, logo and hero image.
4
Indigenous graphics can be added to the cover. This
example uses the horizontal configuration of calmness.

Applying our brand
Corporate
General
typographic rules 1 Heading copy
TA Smudger, TA Headline or
TheSans B3 Light is used depending
When it comes to typography, first and on its communication objectives.
foremost, always be clear, simple and How we deliver 1 How we Implement
legible. This can generally be achieved
with a distinct visual hierarchy between Tourism Australia Strategy Map 2 Tourism Australia Programs
2 Sub heading
different levels of information and a Set in TheSans B3 Light.
good use of space and colour.
Extra levels of information hierarchy can The map below provides an overview of
Tourism Australias strategic approach
3 Tourism Australia will implement our strategies through programs aimed at increasing demand,
3 Introductory copy strengthening our relationship with the travel distribution system and industry development:
be created (e.g. subhead, B3 uppercase, for 2010-13. This encompasses Tourism
Set in TheSans B3 Light.
Australias role and purpose which provide
intro copy and sentence case) but try to overall strategic direction and the regulatory
keep your layout as simple as possible. and business frameworks in which Tourism
Australia operates.
TOURISM
4 Leisure Consumer Marketing Program Events), Accreditation, Indigenous Stakeholder Engagement Program
AUSTRALIAS ROLE To inspire our consumer target to come Tourism Development, Australias To build awareness, understanding,
4 Body copy heading
This quick snapshot shows how varying GROW DEMAND
to Australia, engage them in rich and
deep conversations that help move them
National Landscapes, Online Distribution
and industry development related
involvement and alignment with
Tourism Australias strategies through
Set in TheSans B7 Bold.
the colour, size and weight of type can be for both leisure tourism
(international + domestic) and
along the consumer purchase cycle research. Activities under this program a formalised and cohesive approach
and connect them to knowledgeable incorporate key elements arising from with stakeholders including the Federal
used to create a hierarchy of information business events (international) and
sellers of Australia within the global the National Long Term Tourism Strategy. Government, State Governments, buyers
support industry to increase visits,
5
and maintain reader interest. dispersal, economic value
distribution network to convert that and sellers of Australia and Tourism
5 Body copy interest into actual travel. This program Trade Development Program Australia staff.
incorporates the full range of consumer To build the capability of the
Set in TheSans B3 Light.TOURISM AUSTRALIAS PURPOSE marketing activities including advertising international travel industry to Organisation Development Program
and promotions, cooperative marketing confidently sell Australia to be achieved To deliver a skilled and motivated staff
Increased Increased Increased activities with partners, public relations through the training and education who work as a global collaborative team,
Arrivals Regional Dispersal Spend and online. of travel agents on Australian product Tourism Australia undertakes a range of
through the Aussie Specialist Program, activities focused on building a positive
6 Business Events Australia Program account management of distributors,
PORTFOLIO bUDGET STATEMENT OUTCOME organisation culture as well as individual
6 Colour for type To leverage the business events sectors providing Australian destination and learning and development.
PMS7533UIncrease
should demand for Australia as a destination, strengthen the travel
be used as body copy colour. capacity to deliver high yielding visitors
who also return as repeat visitors. A
product content to the distribution
system and direct connections with Corporate Enablers Program
distribution system and contribute to the development of a sustainable tourism
industry through consumer marketing, trade development and research activities key emphasis of all business events agents through famils and trade events. To ensure compliance with a range of
Pantone 7533 U trade marketing initiatives will be to audit and governance requirements,
position Australia as a competitive, Insights and Research Program Tourism Australia will focus its
C 15 M25 Y36 K59
PORTFOLIO bUDGET STATEMENT PROGRAMS
environmentally and socially responsible To drive industry sustainability and corporate services - technology,
HEX: 4A3C31 Strengthen Travel destination and to leverage Australias Tourism Australia strategy development, internal communications, learning and
WEB: 333333
Increase Demand Distribution System Industry Development competitive strength in this area. as well as monitor and evaluate development, finance, procurement,
outcomes of Tourism Australia activity administration and risk services - to
Industry Development Program and tourism industry performance. facilitate efficient and effective delivery.
TOURISM AUSTRALIA PROGRAM ACTIVITIES DELIVERED by To build the capability of the Tourism Australia staff, the tourism
international travel industry to industry and government stakeholders Agency Retainer Program
confidently sell Australia - to be achieved need to be well equipped with strategic To monitor agency retainer spending
Leisure Industry Development
Business Events Stakeholder through initiatives surrounding Trade insights and research that is relevant across Tourism Australias markets and
Consumer (includes Trade Events, Insights and Research
Australia Engagement
Marketing Trade Development) Marketing (including the training and to their needs and assist improved spending on global agency fees in Sydney,
education of travel agents on Australian decision making. ensuring agency cost efficiencies.
product through the Aussie Specialist
SUPPORTED by Program, Trade Development and Trade
Organisational Development Corporate Enablers Agency Retainer

Applying our brand
Corporate
Grid and layout

1 Typography
Straightforward, formal and Always match the heading and
informative communication sub heading style you used on
A grid gives you consistency with the cover.
How we deliver 1
How we Implement
Tourism Australia Strategy Map 1 Tourism Australia Programs
longer pieces of factual information.
This example uses:
It helps you create structure and is 2
informative and clear. Most corporate Heading
The map below provides an overview of Tourism Australia will implement our strategies through programs aimed at increasing demand,
TheSans B3 Light 1
material will use a six column grid. Tourism Australias strategic approach
for 2010-13. This encompasses Tourism
strengthening our relationship with the travel distribution system and industry development:
Sub heading Australias role and purpose which provide
overall strategic direction and the regulatory
You can then group your layout into TheSans B3 Light and business frameworks in which Tourism
Australia operates.
TOURISM
1 Leisure Consumer Marketing Program Events), Accreditation, Indigenous Stakeholder Engagement Program
AUSTRALIAS ROLE To inspire our consumer target to come Tourism Development, Australias To build awareness, understanding,
two or three column grids. It also gives Body copy heading GROW DEMAND
1 to Australia, engage them in rich and
deep conversations that help move them
National Landscapes, Online Distribution
and industry development related
involvement and alignment with
Tourism Australias strategies through
you the flexibility of having one smaller TheSans B7 Bold for both leisure tourism
along the consumer purchase cycle research. Activities under this program a formalised and cohesive approach
(international + domestic) and
and connect them to knowledgeable incorporate key elements arising from with stakeholders including the Federal
business events (international) and
column with one wider column. Body copy support industry to increase visits,
sellers of Australia within the global
distribution network to convert that
the National Long Term Tourism Strategy. Government, State Governments, buyers
and sellers of Australia and Tourism
dispersal, economic value
TheSans B3 Light interest into actual travel. This program Trade Development Program Australia staff.
incorporates the full range of consumer To build the capability of the
TOURISM AUSTRALIAS PURPOSE marketing activities including advertising international travel industry to Organisation Development Program
and promotions, cooperative marketing confidently sell Australia to be achieved To deliver a skilled and motivated staff
2 Indigenous graphics Increased
Arrivals
Increased
Regional Dispersal
Increased
Spend
activities with partners, public relations
and online.
through the training and education
of travel agents on Australian product
who work as a global collaborative team,
Tourism Australia undertakes a range of
through the Aussie Specialist Program,
Indigenous graphics can be PORTFOLIO bUDGET STATEMENT OUTCOME Business Events Australia Program account management of distributors,
activities focused on building a positive
organisation culture as well as individual
To leverage the business events sectors providing Australian destination and learning and development.
used to create structure and Increase demand for Australia as a destination, strengthen the travel capacity to deliver high yielding visitors product content to the distribution
distribution system and contribute to the development of a sustainable tourism who also return as repeat visitors. A system and direct connections with Corporate Enablers Program
a visual interest. Use one that industry through consumer marketing, trade development and research activities key emphasis of all business events agents through famils and trade events. To ensure compliance with a range of
trade marketing initiatives will be to audit and governance requirements,
sits harmoniously with other PORTFOLIO bUDGET STATEMENT PROGRAMS position Australia as a competitive, Insights and Research Program Tourism Australia will focus its
environmentally and socially responsible To drive industry sustainability and corporate services - technology,
page elements. In most cases, Strengthen Travel destination and to leverage Australias Tourism Australia strategy development, internal communications, learning and
Increase Demand Distribution System Industry Development competitive strength in this area. as well as monitor and evaluate development, finance, procurement,
a subtle watermark of the 4
Industry Development Program
outcomes of Tourism Australia activity
and tourism industry performance.
administration and risk services - to
facilitate efficient and effective delivery.
graphic works best. TOURISM AUSTRALIA PROGRAM ACTIVITIES DELIVERED by To build the capability of the
international travel industry to
Tourism Australia staff, the tourism
industry and government stakeholders Agency Retainer Program
confidently sell Australia - to be achieved need to be well equipped with strategic To monitor agency retainer spending
Leisure Industry Development
Business Events Stakeholder
This example uses the horizontal Consumer
Marketing
Australia
(includes Trade Events,
Trade Development)
Insights and Research
Engagement
through initiatives surrounding Trade
Marketing (including the training and
insights and research that is relevant
to their needs and assist improved
across Tourism Australias markets and
spending on global agency fees in Sydney,
configuration of calmness. education of travel agents on Australian

product through the Aussie Specialist
decision making. ensuring agency cost efficiencies.
SUPPORTED by Program, Trade Development and Trade
3 Organisational Development Corporate Enablers Agency Retainer
3 Tinted background 5
This example uses a three column layout A tinted version of a Brand

based on the six column grid. Tourism Australia colour can
be used as a background. It
adds pace and differentiation
within the internal layout, but
shouldnt be over used. 4 Graphs, table and charts 5 Grid
Use colour and tints from the Brand Tourism A generic grid is made up of 6 columns
Australia palette to highlight data and details. across. It gives you lots of flexibility, and
keeps the layout clean yet versatile. You can
also create contrast with the focus and size
of your elements.
A document may also have different margins

to give greater flexibility to the design.

Applying our brand
Corporate
Grid and layout

Injection of life and personality
The standard six column grid system
1 Typography
keeps things clean and consistent.
Always match the heading and
Yet it still allows you to inject energy sub heading style you used on
and personality. Especially with the the cover.
use of TA Smudger or TA Headline, This example uses:
photography and interesting colour
combinations. Heading
TA Smudger
1 Australias Aboriginal tourism offers
Introductory copy
a wonderful diversity of amazing experiences
TheSans B3 Light Australias aboriginal tourism sector is rapidly evolving and offers a wonderful
Body copy 1 diversity of amazing experiences which are culturally enriching, personally
inspiring and great fun!
TheSans B3 Light
Emphasising
TheSans B7 Bold Italic On behalf of Tourism Australia I would > Stay in Aboriginal owned Why sell Aboriginal Many agents currently lack the
like to share with you an insight into accommodation amidst the knowledge and confidence to sell
exciting new possibilities, where Coorong Wetlands, the heart of
tourism experiences Aboriginal experiences effectively,
Overview of the Indigenous Tourism
1 itineraries can be arranged to access Kakadu, Nitmiluk National Park, The 2009 Jackson Report, produced by by specialising in this unique sector, Champions Program (ITCP)
some of Australias most exclusive the Grampians or at various spots the Steering Committee for the agents can deliver truly unique
locations including pristine remote along the beautiful Kimberley National Long-Term Tourism Strategy itineraries and add a great deal of TA and IBA have developed a three year joint strategy to work closely
beaches, lush rainforests, hidden Coastline. Enjoy the warmth (sponsored by the Australian value to their clients travel plans.
with the best export ready Aboriginal tourism products in Australia
waterfalls and rugged gorges. and humour of the local hosts Government) identified Aboriginal
Sunnie Rossi, owner of FCM Travel to ensure they continue to grow and meet the needs of the global
and the comfort of well run tourism experiences as one of
Aboriginal guides add a culturally in Los Angeles met with some of tourism industry.
accommodation. Soak up the Australias four competitive advantages.
enriching layer to some of Australias our Aboriginal tourism operators
scenery in some of the worlds It reported that 16 per cent of all The ITCP is a cohesive national program linking IBAs financial
best experiences: at last years Gday USA: Australia
most spectacular pristine international visitors to Australia investment in supply side initiatives for Indigenous business
> Go kayaking, fishing, camel wilderness locations. in 2007 participated in at least one Week & Toronto Roadshow, and improvement in with TAs demand side marketing initiatives.
2 Indigenous graphics trekking, hiking or on a four-wheel
drive safari with an Aboriginal
> Take a cultural tour or visit a
Indigenous tourism activity and
677,000 domestic overnight visitors also
said if you dont include an
Indigenous experience in an The ITCP looks to build on the National Indigenous Tourism Product
cultural centre to learn about
tourism operator to get an insight engaged in an Indigenous experience. Manual (NITPM) to continue to build a reputation of reliability and
Indigenous graphics can into contemporary and traditional
the Aboriginal way of life. Gain
a deeper understanding of local Tourism Research Australia found
itinerary you are doing your
clients a disservice. consistent quality in service delivery across the Aboriginal tourism
lifestyles and see amazing scenery
be used to create structure and wildlife with an expert guide.
history, traditions, hunting and
bush tucker. See ancient rock
that 13% of International Indigenous
tourism visitors in 2008 were from
sector. TA will selectively market the Champions who met stringent
criteria, ensuring that they are able to meet the needs and expectations
and visual interest. This art and hear the Dreamtime
stories to get a new perspective
the US. That represents over 100,000
visitors annually from the US. Source:
5 of trade and the international market.
example uses the horizontal on some of Australias most

amazing landscapes.
Indigenous Tourism Visitors in Australia
2008 Snapshot.
configuration of calmness.
This example uses a three column 2
4
layout and asymmetical layout
3
based on the six column grid. 3 Tinted background
A tinted version of a Brand

4 Grid 5 Pull out box
Tourism Australia colour can
be used as a background. It The grid consists of six columns, which provides the Use colour and tint to
adds pace and differentiation flexibility to create two or three column layouts (or highlight information.
within the internal layout, but even asymmetrical layouts using only five of the six
shouldnt be over used. columns). Create contrast between elements by sizing
them to one, two or three column widths.
A document may also have different margins to give

greater flexibility to the design.

Applying our brand
Corporate
Best practice Communication objectives

Straightforward, formal and 2020 Tourism Industry Potential
a scenario for growth CHINA CHINA
Here are some examples of corporate informative. Aviation Aviation
communications and how our tools

$94bn
WHY IDENTIFY AUSTRALIAS The Australian tourism industry 3.1 Aviation Summary 3.2 Aviation Forecast
TOURISM POTENTIAL?
needs to focus on improving its > While aviation capacity on the China to > Air China also increased services to Aviation Summary > A Memorandum of Understanding was > China Southern announced it will been expanded to over 1
Tourism is a vital industry for Australia. Australia route declined four per cent Sydney and Melbourne, while China signed between Australia and China in launch services to Cairns, Perth and which will lead to compe
have been used effectively.

Tourism generates $94 billion in spending. As a performance and competitiveness. Major carriers Air China,
in 2009, demand has since improved, Eastern increased services to Melbourne March 2011, allowing for 8,000 extra seats Adelaide by 2013 as part of the carriers medium and long haul d
sector, tourism contributes $34 billion in GDP China Eastern,
pushing up average load factors and and improved domestic connections per week between Australia and China. growth strategy. The airline plans > With very strong growth
thats 2.6% of Australias total GDP. Tourism The 2020 Tourism Industry renewing interest by a range of carriers. within China to their Australian services.
China Southern,
to have 50 weekly services between
amount of spending tourism generates Qantas, > Access is improving to a number Australia is expected to g
is Australias largest services export earner and As a result, there has been solid growth AirAsia increased their Hangzhou to China and Australia by 2013.
provides around half a million jobs. Potential provides a vision in capacity throughout 2010. Kuala Lumpur services in March 2010.
Hainan Airlines of destinations and origins such as share of total capacity ou
$34bn
Guangzhou, Melbourne, Brisbane, > Additional flights will continue to be with only Taiwan, Hong K
For tourism to continue to play a significant Seasonal peaks January / mid
that the industry and all > As of November 2010, China Southern > The return airfare for direct carriers during Shenzhen and Hangzhou. encouraged such as direct services, Thailand and the United
and sustainable role in the economy, the Airlines had increased its Australian off season averages between RMB 3500 February (Chinese charters and third country carriers to experience stronger g
New Year), July, > China Southern and Hainan Airlines,
industry needs to be more competitive and levels of government can rally services from 10 to 24 per week. to RMB 5000 but can double during peak which launched their Australian particularly to new destinations. > China Southern has 336
productive. Over the past decade, Australias periods, particularly Chinese New Year. August Consolidation and alliances will continue
services in January 2011, are order, Air China 261, Chin
international competitiveness has not kept behind, a unifying direction Australian cities Sydney, expected to gain market share. to shape the China market, along with 260, Hainan 79 and Xiam
pace with global trends and this has translated Serviced Melbourne, increased liberalisation. The Approved
to improve performance and 68, highlighting the cont
into a decline in international market share. amount tourism contributes to the economy Brisbane Destination Status (ADS) scheme has growth expected from th
Domestic tourisms visitor numbers have
0.5million
decreased with Australians increasingly maximise opportunities. Direct seats 567,900 seats
choosing to travel abroad rather than at home. (calendar year 2010) (+30%)
The Australian Minister for Tourism, Hon. the value of targets and goals . Through the
1 Load factors 80% (-1%)
Martin Ferguson, AM MP launched the development of the Potential, the Australian (calendar year 2010)
National Long-Term Tourism Strategy tourism industrys opportunities and Percentage change 3% China Outbound Seats to Australia
(Strategy) in December 2009. The Jackson challenges have been quantified. This is critical in average airfares Year End Dec09 Year End Dec10 Year End Dec11 (f)
Report, an input into the Strategy, identified for a successful roll-out of the Strategy. number of tourism jobs Nov 2010 against
1 (Tourism Satellite Account 2009/10
Nov 2009
Governments and industry need to set targets for the industry and develop plans based on Australias competitive 51%
Document updated March 2011) 58% 37%
advantage and priority destinations (The Jackson Report, 2009) Percentage change -20%
in average airfares Nov 0%
0%
2010 against 0%
0% 2%
Sep 2008
18% 2% 44%
THE POTENTIAL WHAT WILL A SUCCESSFUL AUSTRALIAN TOURISM INDUSTRY LOOK LIKE IN 2020? Sources: 23%
31%
16%
Department of Immigration and Citizenship 19%
POTEnTIAl fOR OvERnIgHT TOURISM ExPEnDITURE by 2020 WHAT IS IT? Bureau of Infrastructure, Transport and
Regional Economics
$150 The 2020 Tourism Industry Potential is International Air Transport Association
a rallying call to Australian industry and
governments to focus on increased returns
from the tourism industry. The Potential is
$130 focused on overnight visitor expenditure. By China Inbound Seats to Australia
Global Leadership Team Meeting

2020 the Potential is estimated to be between
Trend
$115 billion and $140 billion in overnight Year End Dec09 Year End Dec10 Year End Dec11 (f)
Potential expenditure. Adding in day trips, total
$110 expenditure is estimated to be between $135
$Billions, nominal
billion and $160 billion. 75% 0% 75% 70%
Key airlines and share of passengers in 2010 China Seats by Carrier 0%
A range approach has been used to allow for Year End Dec10 0% 0%
0%
various scenarios. The upper end of the range Airline 2006 2007 2008 2009 2010 1% 0%
0% 5%
$90 represents a path of growth where the tourism Cathay Pacific 11% 11% 15% 21% 20% 17%
industry has achieved market shares in source 20%
25% 23%
Qantas 31% 31% 28% 20% 17% 24%
markets better than those achieved earlier this 14%
decade, while the lower end of the range allows China Southern Airlines 7% 7% 7% 8% 14%
$70 for the impact of a range of shocks (economic,
Air China 12% 12% 14% 15% 13%
health, terrorism) or current market shares. 18% 13% Pie charts refer to direct capacity.
China Eastern Airlines 11% 12% 10% 12% 12%
Source: Airport Coordination Australia, Centre for Asia Pacific Aviation
HOW IS IT MEASURED? Singapore Airlines 12% 11% 8% 7% 6% 6% 12% Bureau of Infrastructure, Transport and Regional Economics
$50
Overnight expenditure (nominal dollars) is Other 17% 17% 17% 18% 18% International Air Transport Association
the primary measure of the Tourism Industry
Potential. Day trips has been kept as a relative Table includes direct and indirect capacity.
$30 share of expenditure for the lower estimate Source: Department of Immigration and Citizenship
and held constant for the upper estimate.
99
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10 CHINA Market Profile | Market Overview CHINA Market Profile
Ai li
Airline 2006 2007 2008 2009 2010
1 Cathay Pacific 11% 11% 15% 21% 20%
2 Qantas 31% 31% 28% 20% 17%

Cathay Pacific
3 China Southern Airlines 7% 7% 7% 8% 14% Qantas
4
Transition cover Hierarchy of information Indigenous graphics and graphs
Air China 12% 12% 14% 15% 13% China Southern Airlines
Air China
5 China Eastern Airlines 11% 12% 10% 12% 12%
China Eastern Airlines
6 Singapore Airlines 12% 11% 8% 7% 6% Singapore Airlines
#N/A
7
Create synergy between the hero image Highlight or separate information using This is a great example of the Indigenous
Oth
Other 17% 17% 17% 18% 18%
#N/A
8 Total 100% 100% 100% 100% 100% #N/A
9 Other
10
and the transition graphic by referencing colour and different type sizes. graphics square configuration in use as
a colour from within the photograph. a header/banner. Also note the use of
colour tints for the graphs.
2020
how are we Tracking againST TouriSM 2020 key perForMance indicaTorS? how are we Tracking againST TouriSM 2020 key perForMance indicaTorS?
The Americas
Visitor spend And MArket shAre AustrAliAs key MArkets Touris
Overall, in the first two years of the strategy, overnight visitor spend visitor spend, Tourism Australias key measure, grew in five markets (China,
International Markets United States of America performance is tracking well to achieve 2020
goals, although there is still work to be done:
Linear trend Upper scenario Lower scenario
key
markets
ye Jun 12 spend
aud (billions)
vs 2009
aud
Market share
2011 vs 2010
New Zealand, Singapore, Malaysia and Australia Domestic) however
spend declined in five markets (United Kingdom, Japan, India, Germany
Progre
Spend is tracking well at 30 June 2012, A$160 China A$3.8 and France). Spend decline in India was due to expenditure reductions in
total overnight visitor spend achieved was education. Visitor spend held in both the USA and South Korea.
The United States of America Featured the Come Walkabout campaign on national A$77.5 billion. It is expected that by 31 A$140 A$140B UK A$2.8 Market share is a driver of the 2020 growth scenario. It increased in
(USA) is Australias third-largest TV and online media, delivering 173 million media December 2012, the lower range of the 2020 China, however it decreased in every other market. China represents
goal will be achieved - A$78.6 billion.* A$120 USA A$2.3 the ideal outcome, growth in both spend and market share.
source market for visitors. impressions and a record 13 partners A$115B
Australia received a total of Market share remains a challenge, with all The European markets present challenges with spend and market share
Partnered with the Independent Film Channel on markets except China showing reductions
A$100 NZ A$2.2 Tourism 2020 is about lifting productivity, innovatio
451,700 visitors from the down in the UK, France and Germany. This was also the case in Japan
promotional activities, achieving 52 million impressions or flat growth. Tourism Australia continues and India. tapping into digital technology, increasing investme
USA in 2008/09, a decrease of 1 per cent compared to the A$80 Sth Korea A$1.3
Canada UK of Tourism Australias Come Walkabout campaign to monitor Australias competitors and to
previous year. The Total Inbound Economic Value decreased develop activities that promote Australias $77.5 B, YE Jun 12 reform, further expanding our transport capacity an
Germany TV commercial Japan A$1.4
2 per cent to $2.012 billion in 2008/09, with 9,253,000 A$60
competitive advantages in the mind of the skills and indigenous participation Hon Martin Ferg
USA South Korea visitor nights. Implemented the One Week Walkabout campaign to target customer.
Japan A$40 2020 TIP Seeing Singapore A$1.2 Resources, Energy and Tourism.
China position Sydney, Melbourne and Brisbane as compelling china is the highlight with strong growth Setting the Achieving the
Dubai PerthHong Kong Taipei The global financial crisis had a significant impact on
one-week vacation destinations and exceeded targets
launched
foundations
the
potential Malaysia A$1.0
in visitor spend, visitor numbers and A$20 in Nov results
India consumer travel behaviour, weakening outbound travel. 2010
Tourism is an important industry. It is Australias largest services ex
Bangkok for page views, clicks to Qantas and leads to partner market share. contributor to Australias economy and labour force. In 2010/11, to
This particularly affected market performance in the first India A$0.7
Malaysia
Singapore
Qantas Vacations yield is being impacted by the strong A$0 to Australias economy (8 per cent of total exports), generated A$96
quarter of 2009. owever, a number of factors, including
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Australian dollar, but there is good growth in Germany A$0.9 directly employed just over half a million Australians.
the release of the Australia movie, reduced rate flights Hosted a number of signature events during Gday USA
local currency spend. In an intensely competitive global marketplace, the Australian tour
and increased aviation capacity, have aligned with 2009, including the Beverly Hills Come Walkabout
aviation is moving ahead, with the opening France A$0.6 smarter than ever to deliver internationally competitive product. Th
GHQ - marketing initiatives that position Australia as a good consumer event (with over 1,000 consumer attendees);
of new routes and healthy increases in Australian Governments Tourism 2020 Strategy in December 2011
Sydney value proposition for the upcoming year. a Los Angeles Work and Holiday Visa promotion Domestic A$50.8
capacity. resilience and competitiveness of Australias tourism industry and
(attracting more than 400 students); a New York Times steer it towards its full potential. The ultimate goal is to double ove
New Zealand The environment for investment is Source: Tourism Research Australia, International Visitor Survey (June 2012);
Highlights and results media event and an Indigenous Roadshow event
primed, with dedicated resources in
Spend is tracking well towards achieving the lower range BDA Marketing Planning (2012)
to up to A$140 billion annually by the end of the decade, significan
contribution to the Australian economy.
Achieved record publicity about Australia as a result Held key business event activities including the place to promote, facilitate and secure
new investment in Australian tourism
target of A$78.6 billion by the end of calendar year 2012. Tourism 2020 integrates the National Long-Term Tourism Strategy w
of campaigns around the Australia movie (including Incentives Travel and Meeting Expo featuring 11 Visitor spend And dispersAl
infrastructure and product. of the 2020 Tourism Industry Potential. Endorsed by all state and te
Tourism Australia operates in SIX key regions includuing Tier 2 features on the Oprah Winfrey show and other major Australian suppliers (two airlines, four destination
brings together existing work, research and collaboration between
TV programs). The International Media Hosting Program marketing companies and five hoteliers) targeting labour and skills requires work, but inTernaTional doMeSTic
Japan, South and South East Asia, Gulf Countries, North Tourism Australias Tier 2 markets are typically those programs are underway by the Department
into a single plan that links tourism supply with demand.
Asia, UK and Europe, New Zealand and the Americas with generated an equivalent advertising value of more than 6,000 delegates and a new partnership with incentive
that work off a reasonable base, but offer strong growth of Resources Energy and Tourism, the visitor spend 2009 ye Jun 2012 % chg from 2009 2009 ye Jun 2012 % chg from 2009
15 offices covering 26 countries. In addition, Tourism A$2 million around the movie. Promotional activities house Maritz, which engaged its sales force to gain new Labour and Skills Working Group and other The year in review
opportunities in terms of visitors in the short to medium
Australia also reaches other markets where it does not have positively engaged the US travel industry, with double- corporate leads. The result was three confirmed large government departments. Spend per trip A$5,003 A$4,812 -3.8% A$674 A$677 0.4%
Over the past year, Australian tourism Domestic touris
term. This includes Ireland, Canada, Singapore, Malaysia,
a direct presence through its partnership with Austrade target attendance of 2,500 at screenings and record group bookings for Australia continued to undergo transition as it segment of the
Hong Kong, Taiwan and India. Spend per night A$146 A$135 -7.5% A$174 A$179 2.9%
and the Aussie Enthusiasts Program. agent sign-ups for the industry marketing toolkit. responded to an ever more complex and 2011/12 accou
Attracted more than 260 Virtuoso travel industry * The Tourism 2020 goal is to increase overnight visitor spend
Tier 3 Other activities included a Travel + Leisure magazine by between A$115 billion and A$140 billion by the year 2020. dispersal competitive global travel environment. The of all overnight
To maximise its return on investment, Tourism Australia representatives to the 2009 Virtuoso Symposium As shown in the graph, key milestones have been plotted to industry met the challenge with an increased domestic overni
Tier 3 markets may not account for a significant supplement, an Orbitz online partnership and 20th measure progress. At 31 December 2012, the upper range of
allocates its resources to customers, markets and in Sydney, where they were educated on a range of Major gateways 67% 67% - 36% 36% - focus on eastern markets and concerted effort doldrums, the p
proportion of global growth in visitor spend, but offer Century Fox DVD and theatrical promotions the 2020 goal is A$86.1 billion and the lower range of the
opportunities which offer the best growth prospects in Australias top luxury experiences goal is A$78.6 billion. in digital marketing an area where Tourism signs, with the p
Dispersed region 33% 33% - 64% 64% -
above average dispersal with high relevance to distinct Australia has shown strong leadership in its strong growth. O
terms of spending, deliver dispersal to regional Australia Drew more than 300 guests, including 160 Aussie
or remote locations or opportunities with specific higher Source: Tourism Research Australia, International Visitor Survey (June 2012); Tourism Research Australia, National Visitor Survey (June 2012) partnership with industry. more on travelli
and can be effectively influenced by marketing strategies. Specialists, to Corroboree, Tourism Australias largest up 9 per cent co
yield segments. This includes Thailand, Gulf Countries,
Netherlands, Switzerland, Austria, Italy, France and Nordic.
Attracted more than 260 North American annual trade event
Asia is Australias fastest growing tourism
region. It is expected to deliver A$19 billion After some diffi
Tier 1 AViAtion growth/cApAcity AttrActing inVestMent Australian touri
Tier 1 markets deliver the vast majority of the total
Tier 4
Virtuoso travel industry Generated more than $4.4 million in print and broadcast in annualized tourism spending by the
end of the decade. By the end of 2012, corner, fuelled b
Australian tourism business by spend. They are: publicity in the USA in 2008/09, through Tourism chAnge no. of rooMs / growth the region is forecast to deliver 2.5 million domestic travel
United Kingdom, United States of America, Japan,
The remaining international markets where Tourism representatives to the Australias International Media Hosting Program visitors to Australia, which is 40 per cent of Asia, led by Chin
Australia does not have a direct presence are referred to ye dec 2009* ye Jun 2012 seats % dec 2009* dec 2011
all international arrivals. In short, this Asian
New Zealand, China, Korea and Germany.
as Tier 4 markets. Typically, these markets yield less than 2009 Virtuoso Symposium Work and holiday visa grants in the USA were up by 107
International Century presents significant opportunities
A major highligh
per cent for the year 16,533,675 19,108,188 2,553,364 15% Capital cities 67,545 67,703 (+0.2%) launch of the ne
A$200 million per year in economic value to Australia. Tier for Australias tourism sector. Tourism
4 includes the key markets of Russia, Spain, Latin America,
in Sydney profiling a 1,125 qualified Aussie Specialists in the Aussie
seats (inbound
Rest of Australia 158,889 158,834 (0%) Australias ongoing efforts to tap into these
global brand cam
Australia in June
opportunities will be greatly enhanced by
South Africa, Indonesia, Vietnam, Philippines and Belgium, range of Australias top Specialist Program, including 112 Premier Agents. A Domestic seats 64,776,056 71,081,723 6,305,667 10%
Total Australia 226,434 226,537 (0%) the asia Marketing Fund, announced by
and built to last
and rest of the world. new Aussie Ambassadors Program was launched to and messaging
the Australian Government in the 2012/13
luxury experiences. help wholesale sales teams to better sell, recruit and
Source: Bureau of Infrastructure Transport and Regional Economics (June 2012) Source: ABS, Survey of Tourism Accommodation (December 2012)
budget. The Fund aims to generate greater
Australias appe
global tourism m
promote to Aussie Specialists visitation and economic returns from this fast
specifically focu
growing tourism region.
In 2008/09, australia.com (US) received 1,461,000 best attractions
lAbour And skills
unique visitors. Whilst targeting growth, Tourism Australia Australian touri
Over 900,000 employed in tourism; 500,000 directly employed; continued to adopt a balanced portfolio extremely well r
36,000 job vacancies. approach to its global marketing in 2011/12. to be involved in
Source: Tourism Research Australia, State of Industry Report 2012 Difficult global economic conditions increased very positive con
the challenge of motivating travellers in following the la
traditional core markets of the United had been viewe
*2009 data was used as the base for Tourism 2020. In order to provide the most up-to-date Kingdom, western Europe, the United States making it the m
status report, latest available data has been used at June 2012. and Japan. Nevertheless these are large ever to come ou
volume markets which will bounce back as
their economies return to growth.
40 International Operations 2008-2009 ANNUAL REPORT 41
October 2012
Background colour Clean, clear layout

Using a background colour can add pace Negative (white) space on the page helps the
and differentiation within the internal reader focus on distinct blocks of information.
layout, but shouldnt be overused.

Applying our brand
Corporate
Best practice Communication objectives

Go to contentS
Injection of life and personality

cont.
Why Tourism Australia exists

Our PurPOse Our OutcOmes Our current PrOgrammes
Under the Tourism Australia Act (2004) our Tourism Australias Outcome Statement as Tourism Australia delivers on its Outcome
objects are: approved by the Government is Statement via three Australian Government
Australias
as follows: programmes.
To influence people to travel to Australia,
including for events; and Increase demand for Australia as a These Programs are:
destination, strengthen the travel 1. Increase demand
To influence people travelling to Australia
distribution system and contribute to increase demand for Australia as
to also travel throughout Australia; and
the development of a sustainable tourism a destination
To influence Australians to travel industry through consumer marketing,
throughout Australia , including trade development and research activities. 2. Strengthen travel distribution system
for events; and strengthen the travel
distribution system
Timeless North
To help foster a sustainable tourism
industry in Australia; and
Our target markets 3. Industry development
Leisure Tourism Contribute to the development of a
To help increase the economic benefits to International First Time Experience Seekers sustainable tourism industry through
Australia from tourism. are our global primary target market with stakeholder engagement and provision
Repeat Experience Seekers as a secondary of insights to assist industry decision
target market. making, particularly consumer marketing
and trade development activities.
Key segments - Youth, Family, Honeymoon,
These insights are provided by research
Holidaymaker.
activities.
Business Events Tourism In December 2009, The National Long
International Corporate Meetings, Term Tourism Strategy was launched. The
A guide book to making the most

Incentives and Association Meetings. Strategy reaffirms Tourism Australias role in
the demand side of tourism marketing, and
has strengthened Tourism Australias role
in industry development. Work is underway
to determine the impact of the Strategy on
of your Landscape Positioning

our Australian Government programmes.
Further information on the National
Long Term Tourism Strategy and Tourism
Australians role is provided on page 8.
AUSTRALIAS NATIONAL LANDSCAPES PROGRAM

Kooljaman at Cape
Leveque. Bardi People
Owned by Ardyaloon
(One Arm Point) and
Djarindjin Communities,
Dampier Peninsula North
2 Australias National Landscapes - A Guide Marketing initiatives 2010 of Broome, WA. 3
Injection of life
Use of TA Smudger for headings and a full bleed image can inject
life and energy into the layout.
Australias Aboriginal tourism main image opposite page: Canyoning,
offers a wonderful diversity

Greater Blue Mountains, NSW;
images below: (top) Lake Burragorang, NSW;
Three Sisters, Katmooba, NSW; Rock Climbing,
of amazing experiences
Hanging Rock, NSW; (bottom) Mount Hay,
NSW; Crimson Rosella; Bottlebrush.
Australias aboriginal tourism > Stay in Aboriginal owned The 2009 Jackson Report, produced by the Sunnie Rossi, owner of FCM Travel in
sector is rapidly evolving and accommodation amidst the Steering Committee for the Los Angeles met with some of our
Coorong Wetlands, the heart of National Long-Term Tourism Strategy
Overview of the Indigenous Tourism
offers a wonderful diversity of Aboriginal tourism operators at last
amazing experiences which are (sponsored by the Australian Champions Program (ITCP) years Gday USA: Australia Week &
Kakadu, Nitmiluk National Park, Government) identified Aboriginal
culturally enriching, personally Toronto Roadshow, and said if you
the Grampians or at various spots tourism experiences as one of Australias TA and IBA have developed a three year joint strategy to work closely
inspiring and great fun! dont include an Indigenous experience
along the beautiful Kimberley four competitive advantages. It reported
with the best export ready Aboriginal tourism products in Australia in an itinerary you are doing your
On behalf of Tourism Australia I would Coastline. Enjoy the warmth that 16 per cent of all international
to ensure they continue to grow and meet the needs of the global clients a disservice.
like to share with you an insight into and humour of the local hosts visitors to Australia in 2007 participated
and the comfort of well run in at least one Indigenous tourism
tourism industry.
exciting new possibilities, where
itineraries can be arranged to access accommodation. Soak up the activity and 677,000 domestic overnight The ITCP is a cohesive national program linking IBAs financial
some of Australias most exclusive scenery in some of the worlds visitors also engaged in an Indigenous investment in supply side initiatives for Indigenous business
locations including pristine remote most spectacular pristine experience. improvement in with TAs demand side marketing initiatives.
beaches, lush rainforests, hidden wilderness locations
Selection of hero image waterfalls and rugged gorges.

Aboriginal guides add a culturally
> Take a cultural tour or visit a
cultural centre to learn about
Tourism Research Australia found
that 13% of International Indigenous
tourism visitors in 2008 were from
The ITCP looks to build on the National Indigenous Tourism Product
Manual (NITPM) to continue to build a reputation of reliability and
consistent quality in service delivery across the Aboriginal tourism
enriching layer to some of Australias the Aboriginal way of life. Gain the US. That represents over 100,000
Choose an image with lots of negative space, to provide ample room a deeper understanding of local visitors annually from the US. Source: sector. TA will selectively market the Champions who met stringent
best experiences:
history, traditions, hunting and Indigenous Tourism Visitors in Australia criteria, ensuring that they are able to meet the needs and expectations
> Go kayaking, fishing, camel trekking, of trade and the international market.
bush tucker. See ancient rock 2008 Snapshot.
hiking or on a four-wheel drive safari
art and hear the Dreamtime
for the logo, headline and Indigenous graphics to appear clearly. In this with an Aboriginal tourism operator Many agents currently lack the
stories to get a new perspective on
to get an insight into contemporary knowledge and confidence to sell
some of Australias most amazing
and traditional lifestyles and see Aboriginal experiences effectively,
landscapes.
amazing scenery and wildlife with by specialising in this unique sector,
example, the horizon line of the image has been used to clearly separate an expert guide. agents can deliver truly unique
itineraries and add a great deal of value
to their clients travel plans.
the two main pieces of information.
Effective use of grid, colour, white space and breakout box

The grid helps organise multiple elements and creates a visual balance.
Colour and the breakout box helps highlight specific information.
White space separates out the various elements for clarity.

In this section
In this section
> Trade and Industry applications overview
> Cover
Logo design
> General
Typography
typographic rules
Colour palette
> Grid and layout
Photography
> Best practice
Graphic device
Tone of voice
Sectionandheading
Trade Industry
Inside this section, youll find specific tools created just for
Trade and Industry communications. Dont forget that you can
always refer to the Brand Tourism Australia tools to get more
familiar with our brand elements.

2011 52
Applying our brand
Trade and Industry
Trade and Industry

applications 1
overview 3
Indigenous Tourism
Brochure
Using these tools will help you create
Champions Profiles
effective communication material.
3
1 Logo Planning for inbound success

Use the Tourism Australia logo for all VOLUME 3
Trade and Industry communications.
4
2 Facilitated program logos
Entities belonging to Tourism Australia,
such as ATE, Aboriginal Australia and Aussie
5
Specialist, can use their logos in conjunction
with the Tourism Australia logo.
Both logos should appear in similar

proportion and alongside each other.
3 Typography
Trade and Industry use TA Smudger,

TA Headline or TheSans depending on your
4 Colour palette
Use any colours within the Brand

Tourism Australia colour palette.
All of the Brand Tourism Australia

indigenous graphics are available to use.
6 Photography
All images from the Brand Tourism Australia 2 1
photo library can be used. Choose relevant

images that support your message.
6 6
Trade and Industry Facilitated program

Applying our brand
Trade and Industry

1
Logo should be positioned in the top right corner.
Transition
The transition technique is designed to
provide a visual linking device between
two distinct areas on a cover layout. 2 Photography
It is often used for more formal and Choose photography that supports your message.
informative corporate material. Also make sure there is enough negative space within
the image for the logo to appear clearly.
The transition technique uses a hero
image with a transition graphic. This
graphic consists of an area of solid 3 Transition technique
Planning for inbound success
colour with an Indigenous graphic edge The transition can be positioned at the top or bottom
of the page. The solid colour panel can occupy either VOLUME 3
as shown in the following examples.
one half or one third of the page, as shown below. 4
There are three kinds of transition
graphics to choose from (see page 38). 5

transition cover. 3
4 Typography
Use TheSans for a formal, straightforward and

informative tone. Choose a type size that doesnt
dominate the page. Create a nice visual balance between
the type, the transition and hero image. The type should
be positioned clearly within the transition.
5 Choice of colour
Create synergy between the hero image and the

transition graphic by referencing a colour from within
the photograph.

Applying our brand
Trade and Industry
Cover design 1 Logo
Full bleed Logo may be positioned in the top or bottom right corner.
This cover design is used when you
want to really capture and engage your
audience. It allows you to focus solely on
2 Facilitated program logos
Indigenous Tourism
a unique Australian highlight, using one
striking photo of the landscape, wildlife,
people or culture. Just make sure you
Entities belonging to Tourism Australia, such as ATE,
Aboriginal Australia and Aussie Specialist, can use their
logos in conjunction with the Tourism Australia logo.
Champions Profiles
Make sure you observe the clear space rules for all logos. 3
content of the brochure. Note: Facilitated programs are part of Trade and Industry. They are
specialist programs run by Tourism Australia entities such as ATE,
Here is your guide to creating a Aboriginal Australia and Aussie Specialist.
full bleed cover.
3 Typography
Use TA Smudger or TA Headline for the heading if you want

energy and personality. When either of these are used for
the heading, TheSans B3 Light or B5 Plain should be used
for the subheading. This creates hierarchy and makes it
easy to read. Choose a type size that doesnt dominate the
page. Aim to create a nice visual balance between the type,
logo and hero image.
4
4 Photography
Choose photography that supports your message.
Also make sure there is enough negative space within
the image to allow space for the logos to appear clearly.
2
1

Applying our brand
Trade and Industry
General 1 Heading
typographic rules PROFILES
Australias Red Centre

Use TA Smudger or TA Headline when
you want to inject some life and
personality and TheSans when you
When it comes to typography, first and want to be formal, straightforward and
foremost, always be clear, simple and informative.
legible. This can generally be achieved
with a distinct visual hierarchy between
different levels of information and a
2 Body copy heading
good use of space and colour.
Set in TheSans B3 Light.
Extra levels of information hierarchy can
be created (e.g. subhead, B3 uppercase,
intro copy and sentence case) but try to 3 Body copy sub heading
Australias Red Centre 1
keep your layout as simple as possible. Set in TheSans B5 Plain.

Australias Red Centre
Darwin
Glen Helen Rainbow Valley
This quick snapshot shows how varying Alice Springs
s
SUGGESTED 4 - 7 DAY ITINERARY
ge
the colour, size and weight of type can be 4 Introduction copy ll R
an Take at least a week to explore the physical and spiritual heart of Australi
Kings Canyon ne connects the iconic outback town of Alice Springs with the natural wonde
on
used to create a hierarchy of information Set in TheSans B3 Light. NORTHERN TERRITORY
Ma
cd
Watarrka National Park (Kings Canyon), Uluru (Ayers Rock) and Kata Tjuta
and maintain reader interest.

Kata Tjuta Uluru
5 Body copy
You can spend at least 48 hours where you can view the
Finke River has carved its
Set in TheSans B3 Light. visiting the Alice Springs attractions Resort where you can go
and enjoy the view out o
before continuing your journey 7
6 Colour for type
2
Australias Red Centre: through the Red Centre.
stage of the famous Lara
For experienced trekkers
PMS7533U should be used as A journey into Australias heart DAY 1 Alice Springs
home to the Larapinta W
Springs Telegraph Statio
kilometres along the bac
3
body copy colour. 4 Stunning ancient mountain ranges, a rich Aboriginal culture and world famous for its distinctive art. Alice Springs is Australias most famous outback town full
Ranges. It will take almo
end-to-end, but a series
Australias Red Centre is full of timeless multicoloured vistas that thrill, enrich and inspire. of colourful outback characters. You can spend at least 48
sections of the trail is po
Pantone 7533 U hours visiting the Alice Springs attractions before continuing
to plan and walk section
your journey through the Red Centre. Visit the Royal Flying
Within this Landscape are the iconic natural wonders Take the time to reflect as you walk the Larrapinta or there are many guided
C 15 M25 Y36 K59 5
of World Heritage-listed Uluru/Kata Tjuta National Trail, a trek that extends more than 220 kilometres
Doctor Service and take a radio lesson at the School of the
Air. Join in painting workshops and purchase art at the Many DAY 3 Glen Helen to
HEX: 4A3C31 Park, the MacDonnell Ranges and Watarrka National along the backbone of the West MacDonnell Ranges
Hands Art Centre whose local artists continue to paint in
6 Park (Kings Canyon). The Red Centre Way drive from from Alice Springs. Its 260 kilometres from
WEB: 333333 Alice Springs to Uluru connects these natural wonders.
the tradition of the legendary Albert Namatjira. Or explore
Watarrka National Park,
Undertake a day walk or for a truly transformative the township on a bike tour with a local Indigenous guide to
Here visitors can learn about and experience Aboriginal experience walk the entire trail to its end at Mount and refuge for more tha
gain an insight into Aboriginal and European history. Learn
culture, meet colourful outback characters, ride a camel, Sonder arriving almost three weeks later.
animals. Continue on th
about the plants, animals of the Red Centre at the Alice
7 Quote sleep under the stars in a swag, swim in secluded Springs Desert Park just outside town. For a bit of adventure
on the unsealed Mereen
waterways, and learn about unique plants and wildlife. .8 obtain a permit before y
consider a scenic balloon flight or helicopter ride over the
TheSans B3 Light italic must only be dramatic desert landscape to start or finish your day.
Redbank Gorge and Tnor
Reserve, a huge crater fo
used to differentiate specific text, Did you know? DAY 2 West MacDonnell Ranges years ago. If you have m
to camp a night at Ipole
To take an iconic journey through the Red Centre, pick up
such as a quote, from the main copy. Uluru (within Australias Red Centre) is in contention to become one of the New 7 Wonders of Nature. In a massive
a 4WD and head out into the West MacDonnell Ranges
Take your time on your w
global public voting contest, this national icon is vying to be named amongst the seven most wondrous natural outback scenery. There a
on the way to Glen Helen. Stop along the way to enjoy the
treasures on the planet. To vote visit www.n7w.com/uluru options at Kings Canyon
natural attractions of Simpsons Gap, Standley Chasm, and
stars in the campground
Ellery Creek Big Hole where you can take a swim on a hot
Kings Canyon Resort, Kin
day. Walk up the Ghost Gum lookout at Ormiston Gorge
Kings Creek Station.
8 Emphasis
12 Australias National Landscapes - Profiles and Itineraries www.australia.com/nl www.australia.com/nl Australias Nation
TheSans B7 Bold can be used to
emphasise certain information
within body copy.

Applying our brand
Trade and Industry
Grid and layout

1 Typography
Injection of life and personality Always match the heading and
The standard six column grid system sub heading style you used on 1 Investing in Growth Connect with Tourism Australia
keeps the page clean and consistent. the cover.
In the table below, the base of each total spenD: 2009 to 2020 Business Development team tourism australia Corporate WeBsite
Yet it still allows you to inject energy This example uses: arrow shows the level of total overnight
10 If you would like to work with Tourism Australia, the Business Visit Tourism Australias corporate website
expenditure for calendar year 2009. The
China Development Managers are often your best contact point for www.tourism.australia.com for online access to the
and personality. Especially with the Heading
upper end of the arrow shows a high
growth scenario which would see the
9 +226%
information about activities, events, research, and marketing latest information on marketing campaigns, market
8 opportunities. Their aim is to connect you directly to updates, industry news, research, statistics, reports and
use of TA Smudger or TA Headline, TA Smudger
Australian industry double the value of
overnight tourism to reach $140 billion 7 UK
+97%
marketing programs and resources that will help you generate
more business and help you gain a better understanding
marketing opportunities.
SIZE (A$Billion)
by 2020.
photography and interesting colour Body copy heading
6
5
USA
+133%
of market conditions. The team is also interested in your
feedback and views on the state tourism australia inDustry Briefings
combinations.
NZ of the industry.
TheSans B7 Bold uppercase 4
+113%
Japan Korea
Industry Briefings provide the opportunity for you to be
+120% +186% Gulf updated directly from the Tourism Australia team on the state
2 3
Singapore
Malaysia +158% Countries
Who do i contact? of the tourism industry, trends from key tourism markets and
Body copy sub heading Germany India +335%
+154% Canada +192%
+120% HK +178%
2 +129% France Indonesia the range of marketing programs taking place in Australia
Ireland
+138% +217% Joleen Booth
TheSans B7 Bold sentence case 1
Taiwan Thailand Italy +130% Switzerland
Business Development Manager
and around the world. Industry Briefing seminars take
place around Australia each year, with details announced in
Nordic Sth Africa Tourism Australia ACT, NT, QLD, NSW (not including
0 essentials and at www.tourism.australia.com
Body copy Sydney Attractions)
<A$500 Million:
Ireland
Belgium
Spain
Tahiti Vanuatu Fiji New Caledonia
Austria
Papua New Guinea
Poland
Chile
Netherlands
Direct: 02 9361 1717
TheSans B3 Light
Brunei
Mauritius Czech Republic Argentina Mexico
Email: jbooth@tourism.australia.com
3 How can I find out more?
NEW
Russia Vietnam Philippines Brazil
Paul Murray
100% 125% 150% 175% 200% 250% Business Development Manager
Growth
Tourism Australia SA, TAS, VIC, WA, Sydney Attractions For information on Tourism Australias industry resources,
Direct: 02 9361 1325 marketing opportunities and programs please visit
Global Market Resourcing

Email: pmurray@tourism.australia.com www.tourism.australia.com or for enquiries within
Australia please contact your Business Development
Manager.
2 Indigenous graphics sign up for essentials neWs 5
Subscribe to Tourism Australias free weekly e-newsletter
Indigenous graphics can be To achieve the 2020 Tourism Industry
Potential, Tourism Australia will focus the 3
Critical: Worth over $3 billion Core: Worth between $1.5 essentials by visiting www.tourism.australia.com/essentials
to keep up to date with the latest news. Tourism Australias
and over $5 billi on by 2020 billion and $3 billion by 2020 Rest of World
used as a watermark to add majority of its global marketing resources
on those markets that represent the >> Worth>over>$5>billion>by>2020 Singapore >> Fast>emerging
essentials newsletter contains important information on:
China Gulf>Countries Brazil > Upcoming marketing opportunities

personality. Select an Indigenous greatest potential to 2020. Tourism
Australia will also target those emerging USA Malaysia Vietnam > Whats new in Australian tourism
graphic that compliments and markets that have the strongest growth
potentival, and will continue to support
UK
>> Worth>over>$3>billion>by>2020
Germany
Indonesia
>> High>priority
Italy
> Statistics and analysis
> Global tourism trends and developments
supports the layout without the rest of world markets.
This represents a balance of high

New>Zealand
Japan
Hong>Kong
India
>> All>Other>Markets
> Special industry offers and opportunities
dominating. growth volume markets, growing

dispersal markets and those countries
South>Korea Canada
France
emerging as opportunities.
This example uses the rotated For more information on the Tourism
Industry Potential for each market
version of the horizontal please refer to the individual markets
section from page 13.
configuration of calmness.
This example uses an asymmetical 4 Global Marketing Prospectus 5
layout and two column layout

based on the six column grid.
3 Graphs, table and charts 4 Grid 5 Pull out box
Use colour and tints from the A generic grid is made up of six Use colour and tint to
Brand Tourism Australia palette columns across. It gives you lots of highlight information.
to highlight data and details. flexibility, and keeps the layout clean
yet versatile. You can also create
contrast with the focus and size of
your elements.
A document may also have different

margins to give greater flexibility to
the design.

Applying our brand
Trade and Industry
Grid and layout

1 Typography
Always match the heading and

sub heading style you used on main image opposite page: Canyoning, Greater Blue Mountains, NSW;
images below: (top) Lake Burragorang, NSW; Three Sisters, Katmooba, NSW; Rock Climbing,
the cover. Hanging Rock, NSW; (bottom) Mount Hay, NSW; Crimson Rosella; Bottlebrush.
This example uses:

Heading
TA Smudger
Introduction copy
TheSans B3 Light
Body copy
This example uses an even TheSans B3 Light
5
three column layout based Emphasis
on the six column grid. TheSans B5 Plain
1
Greater Blue Mountains
Freedom
Freedom beyond measure. Get to know the locals at the many galleries, Links Essence
beyond
restaurants, pubs, pop up stalls and historic posiTioninG: measure
The Greater Blue Mountains World hotels throughout the region. View additional information about
The Greater Blue Mountains is a place
Heritage Area is one of Australias most the Greater Blue Mountains:
This National Landscape extends over one of extraordinary wild beauty, where
accessible wildernesses, stretching
the blue haze of World Heritage listed > Australias National Values
million hectares north from Goulburn to Playful and energetic
over one million hectares. This is a
the Upper Hunter Valley. It is also home eucalypts is splashed across golden Landscapes digital site
landscape of extraordinary wild beauty,
to six Aboriginal language groups that sandstone. It is an ancient land of
where the blue haze of the World > Fact Sheet
treasure connections with this land and is 350 million year old cave systems,
Heritage listed eucalyptus reflects across A free spirit who lives in the moment. Just being
Australias cradle of conservation. Just a few serpentine slot canyons and the > Copyright free story personality
golden sandstone escarpments. It is there is uplifting and liberating. It makes you feel
hours drive from Sydney youll find freedom prehistoric Wollemi pine. Traditional
an ancient land of 350 million year old special, and reminds you of the choices you have to live
beyond measure, however to experience Country of 6 Aboriginal Language
cave systems, serpentine slot canyons your life. They free you up to be yourself.
everything the Blue Mountains and groups and Australias cradle of
and the prehistoric Wollemi pine.
surrounding regions has to offer will take at conservation and bushwalking, this
Discover an inspiring and diverse mix least a week or more. accessible wilderness is on Sydneys
of rainforest, deep canyons, tall forests, doorstep, but it feels a world away. Visitor benefits Diversity of landscape offering, the age of the landscape, the hidden
windswept heath lands, meandering rivers Tip: when promoting the Greater Blue (and unique) local treasures, the vastness, the world heritage listing, accessibility
and crashing waterfalls. Mountains think about how you can 4 and exclusive offerings for visitors.
Bushwalk through the spectacular forest or bring its positioning and essence to
venture by horse back, cable car or railway. life through imagery, story of the area,
Attributes Diversity of landscape offering, the age of the landscape, the hidden
The more adventurous will explore this experiences and product referenced. its (and unique) local treasures, the vastness, the world heritage listing,
landscape via rock climbing, abseiling, freedom beyond measure. accessibility and exclusive offerings for visitors.
canyoning and caving. Or venture through
the landscapes via the Greater Blue 6
Mountains Drive.
3
2
2 Indigenous graphics 30 Australias National Landscapes A Guide Australias National Landscapes A Guide 31
Indigenous graphics can

be used as a watermark to
add personality. Select an
Indigenous graphic that 3 Grid 4 Pull out box 5 Photography 6 Graphs, table and charts
compliments and supports the A generic grid is made up of six columns Use colour and tint to Use of imagery helps to bring to Use colour and tints from the
layout without dominating. across. It gives you lots of flexibility, and highlight information. life the content in engaging way. Brand Tourism Australia palette
keeps the layout clean yet versatile. You Change the pace with various crops to highlight data.
This example uses the
can also create contrast with the focus and multiple images.
horizontal configuration
and size of the elements that are applied
of the calmness graphic.
to the page.
A document may also have different

margins to give greater flexibility to
the design.

Applying our brand
Trade and Industry
Best practice Print material

Go to contents
Here are some examples of Trade main image opposite page: Snowboarding at Perisher, Snowy Mountains, NSW;
images below: (top) Mount Stirling, VIC; Mount Buffalo, VIC; Wonnangatta National
Park, VIC; (bottom) Mount Buffalo, VIC; White Water Rafting - Mitta Mitta River, VIC.
and Industry communications

and how our tools have been
used effectively.
The Flinders Ranges
Where ancient landscapes inspire and reveal the story of life
A journey through Flinders Ranges is a voyage of peaceful discovery. These ancient ranges are renowned for
Australian Alps
their spectacular geology their rugged mountains, deep gorges and sheltered creeks. They are home to
Links Essence Challenge
abundant wildlife and a rich cultural tradition. Their weathered canyons whisper of a time forgotten, a story Its the unexpected contrasts, Encompassing broad mountain plateaus, The Australian Alps is a landscape that
& contrast
rolling ridges, steep valleys, glacial lakes, shows the dramatic contrasts between View additional information
both physical and spiritual, clear mountain springs and waterfalls, the Australias vast array of environments about Australian Alps:
which are embodied in its people Australian Alps can be explored on foot and from one season to the next, set upon the
> Australias National
horse back, or by cycling, abseiling or 4WD. rooftop of Australia. Values Authenticity, respect,
REVEALING THE STORY OF LIFE ON EARTH connection with the land remains strong to this day and and their living stories set upon Landscapes digital site freedom, romantic, natural
In winter this landscape turns into a
enmeshed in the landscape are songlines, rock art and the rooftop of Australia. playground for skiers, snowboarders, and Tip: when promoting the Australian > Fact Sheet
Once an ancient inland sea, powerful forces in the earth
sacred sites. those looking for a winter adventure. Alps think about how you can bring its > Copyright free story
caused massive upheavals, creating giant mountain ranges. Stretching from Canberra through the personality Free spirit, larrikin, legend, old, craggy, strong and
Todays landscape is the result of these ranges eroding over The Adnyamathanha tell the story of how Wilpena Pound Brindabella Range to the Snowy Mountains The history of this Alpine region positioning and essence to life through adventurous, mystical, environmental, weathered
hundreds of millions of years. was formed by two giant Akurra serpents which circled and of New South Wales and along the Great encompasses the engineering feat of imagery, story of the area, experiences
Divide through eastern Victoria, Australias the Snowy Hydro electric scheme, was
ate a group of people attending a ceremony. Occasional and product referenced.
The Flinders Ranges contain one of the most intact and alpine and subalpine environments are immortalised in Australian literature as
earth tremors are said to be the rumblings of the Akurras unique and special. Visitor benefits The spectacular Alpine landscape offers unexpected contrasts,
rich Ediacara fossil sites in the world. The fossils provide the the Man from Snowy River country, can
both physical and spiritual which are embodied in its people and
belly after their feast. find evidence of our gold mining history
earliest known evidence of multicellular animal life over The Australian Alps are home to 16 national their living stories
540 million years ago. So important are these fossils that parks and reserves, including Namadgi in and has links with the infamous Australian posiTioning:
WHAT ARE SONGLINES? bushranger Ned Kelly. Included in its
the Ediacara period has been named after them. the Australian Capital Territory, Kosciuszko The challenge of this spectacular
in New South Wales and Alpine, Mount interesting history is the regions Indigenous
Also called dreaming tracks, songlines are paths across the culture as for thousands of years Aboriginal Alpine landscape is in its unexpected The ever changing weather, the distinct four seasons, the unique geological formations, flora
Ancient lands, new discoveries Buffalo, Snowy River and Baw Baw national contrasts, both physical and spiritual
land which mark the route followed by creator beings. tribes lived in this alpine environment Attributes and fauna, snow, history of the region, the cattlemen of the high country and challenges they
A recent discovery of primitive sponge fossils in the parks in Victoria. which are embodied in its people and
The paths of the songlines are recorded in traditional and knew its flora, fauna, geography and endured, the gold mining history and the existence and disappearance, the engineering feat of the
Flinders Ranges suggest animals may have been on Earth their living stories. Snowy Hydro Scheme, bushwalking to horse riding, just being quite and still, fly fishing, 4 x wheel driving,
songs, stories, dance, and paintings. Indigenous people seasonal changes intimately.
for at least 650 million years 70 million years earlier mountain biking, riding, white water rafting, abseiling, kayaking and canoeing
use them to navigate across the land by repeating the
than previously thought.
words of a song which describe locations, waterholes and
other natural features.
ANCIENT CONNECTIONS Although songlines may cross several different language

groups, it is said that the landscape is encapsulated in its
The Adnyamathanha are the Indigenous people of the rhythm and melody and can be understood by those who
Flinders Ranges. The name, meaning rocks or hills, describes know how to interpret them.
the five traditional groups who live in the ranges. Their
18 Australias National Landscapes A Guide Australias National Landscapes A Guide 19
Effective use of Indigenous transition Good use of colour tints, white space and graphs
graphic and colour tint background The use of colour tints highlights specific information. White space separates out
The transition graphic divides the page. the various elements for clarity. The graph uses colour tints from the colour palette.
The background tint adds visual interest.
Aussie Specialist Program

Handbook
Aussie Specialist Program Handbook 1
Use of colour and Indigenous graphic

This deceptively simple cover uses strong
colour and Indigenous graphics to create a
pleasing and distinct cover.

In this section
In this section
> Youth applications overview
> Logo
Tools
> Typography
Best practice
Colour palette
Photography
Graphic device
Tone of voice
Consumer
Section heading
Youth
Consumer Youth is a special market for us, and so the way
we talk to them is slightly different to everyone else.
Weve developed a selection of unique youth tools to work
alongside the Brand Tourism Australia tools. It gives you the
opportunity to have a little more fun with your layouts.

2011 60
Applying our brand
Consumer Youth
Youth applications 8 4
4
overview
A LI A
7
In addition to the Brand Tourism

Australia tools, these tools has been
2
AU S TR
your guide
4 7
created for our youth audience.
Using these tools will help you create
e
to adventur
effective communication material.
Aussie
2 s6say koalas
1 Colour palette are just koalas,

Turquoise and Deep Turquoise are two colours
not koala bears.
specific to youth. They are vibrant and energetic In fact they arent
without being too bright or saturated. even related to bears.
3
1
2 Typography 8
5
Use any of the Brand Tourism Australia
1koala 3
typefaces. TA Journal is unique to youth and
is only used for anecdotes. The 5 !!!! 4
3 Cut outs
Cut outs add an extra dimension to the

Youth Market
1
scrapbook design. They support a collage
In 2008 Tourism Australia conducted Travel provides the youth market with a sense France
feel and add humour. 2
research into the international youth
of discovery and growth through fun and Travel provides youth travellers with an
adventure. This overall premise provides a alternative view and outlook on life. It is about
markets perception of Australia and the
4 Tape natural fit for youth travellers and the personal growth.
Australian holiday experience.
various experiences on offer. The China
Use tape to add an informal, genuine research was conducted with youth
Youth travellers seek to develop confidence
and life skills through travel and the sense of
Travel satisfies Chinese youths sense of
curiosity for the wider world, particularly the
collage feel. travellers aged between 18 and 29 in achievement deriving from this. There are
however subtle differences per market:
western world. It is about progression in life
the UK, France, China and New Zealand, and in their own culture.
New Zealand
5 Shapes who are yet to visit Australia and do not
Travel expands youth travellers knowledge Imagery
have dependent children. and is a rite of passage to adulthood. It is The imagery used to promote Australia to
This versatile graphic device helps make about personal growth. youth travellers needs to reflect the
authenticity and interactive opportunities
particular pieces of information stand out. UK
Exploring new cultures revitalises and
they find most appealing. A range of images
were found to appeal to the target segment
transforms youth travellers. It provides a when the imagery portrayed:
6 Anecdotes means for self development and time to
Learning through active involvement and
recharge. They seek opportunities for self
participation
Use with cut outs and write them in indulgence and this has become a core driver
Authentic, hands on and unique experiences
7 behind their travel patterns.
an informal, conversational style. Fun and active experiences in a natural
environment
7 Indigenous graphics and illustration
Use any of the Indigenous graphics and

illustrations from the Brand Tourism Australia 1
brand tools. Make sure any illustration you
use supports your theme and message.
8 Photography
The style is both carefree and full of

adventure. It captures the moment and
gives a real, candid, snapshot feel.

Applying our brand
Consumer Youth
Tools Typography TA Journal

Use TA Journal for all anecdotes and captions.
In addition to the Brand Tourism
Australia tools, these elements are
Kerning should be set to optical and tracking ABCDEFGHIJKLMNOPQRSTUVWXYZ
should be set to 15.
special to youth, capturing its
vibrant personality. abcdefghijklmnopqrstuvwxyz
Use the next few pages to lead
your layouts.
01234567890!$%&*:()?[]
Typography
As well as the Brand Tourism Australia Colour palette
Deep turquoise C 100 M0 Y28 K65
typefaces, TA Journal has been Turquoise is young, energetic and vibrant without being
Pantone 3165 U HEX: 00535E
introduced for a more youthful feel. too bright or saturated. Turquoise and Deep turquoise WEB: 0 06666
have been chosen as they expand on the blues and
greens and represent aquatic tones.
Colour palette
We have two new colours specific to Turquoise C 100 M0 Y31 K7
Pantone 320 U HEX: 00A0AF
youth that build on the Brand Tourism
WEB: 339999
Australia colour palette. They
enhance the range of natural
Australian landscape colours.
Photography
Photography Action Shots
Youth photography is both carefree These images should always show people doing things,
and full of adventure. It captures a moving or involved in activities.
moment and gives a real, candid, Snapshots
snapshot feel. Photography covers These images should show youth enjoying themselves.
a variety of experiences from action They can be either candid, posed or self portraits. They
shots and snapshots to landscapes. should give the impression that they are snaps from
someones holidays.
Landscape
These images should look uniquely Australian and
highlight the experiences on offer.
Note: The mix of images should include a balance of all
three categories. Recommendation is that it should be
70 percent people and 30 percent destination.

Applying our brand
Consumer Youth
Tools Tape Specification

This should be used sparingly. It is usually Yellow tape
The next few elements help create for larger images, the hero shot, or groups C1 M 14 Y63 K6, HEX: edcb71
Youths scrapbook look and feel. of images. Apply it differently to all photos Effects should be set to multiply
on the layout, varying lengths, angles, 84 percent
arrangements and use torn edges. Frosted tape
Tape C0 M0 Y0 K8, HEX: ebebec
Use tape to make it look like photos Use 80-100 percent frosted tape when Effects should be set to opacity
designing collections, or when a group 50 percent
have been stuck down and to stop
of photos appear together.
things falling off the page. Tape Frosted opacity may need to be slightly
adjusted to suit printing needs.
should intentionally look messy,
not straight and perfect. It helps
to reinforce the unique experiences Shapes Tips and specification
in the photos. Shapes take the form of starbursts, PMS 179 is our recommended colour
arrows, circles and speech bubbles. for the shapes.
They help highlight or point to important Effects should be set to multiply
Shapes pieces of information.
checsk
84 percent (or 75-100 percent to
Shapes tie in with the collage look and allow more flexibility).
allow flexibility with type and graphics. t hi
OU T!
Cut outs
These add an extra dimension to the
scrapbook feel and help break up the Cut outs Drop shadow specification
layout. They add an element of humour Cut outs should always be applied Opacity: 25 percent
with one or two pieces of tape. Colour: Black
as well. There are two collections of
Choose a tape colour that suits the Distance: 1mm
cut outs based on the seven Aussie
background where it appears and Angle: 19 percent
experiences, words and expressions. how much you want it to stand out.
Only use the cut outs provided.
Anecdotes
Anecdotes are written in an informal,
Anecdotes Usage rules
Aussies say koalas are just koalas, not
conversational style and should
feel fun and youthful. They could This should be used to feature personal Anecdotes do not have to be used Held a koala for the first time ever.
koala bears. In fact they arent even Theyre so fluffy and cute and grey.
be about personal experiences, experiences and facts in an interesting with cut outs and when used
recommendations, facts, quotes and engaging way. with cut outs, there should only
Can I take one home??

be one anecdote per cut out.
or stories.
TA Journal should be used for related to bears.
all anecdotes.

Applying our brand
Consumer Youth
Tools Tape
Incorrect use
Do not use tape perfectly or evenly. It should be in Do not use different tape widths for the same photo Do not place tape across the photo
a different arrangement for every photo
Shapes
checsk
t hi
OU T!
Do not modify a shapes outline or fill area Do not combine or overlap various shapes Do not fill type with colour within a shape
Cutouts
Do not use cut outs on any photos of Do not use the crocodile cut out on any photo Do not use cut outs that are Do not use cut outs that are too
Indigenous sites or rock art with people in it or anywhere near water proportionately too big small proportionately

Applying our brand
Consumer Youth
Best practice
Nature
Nature is the most appealing experience to youth
travellers with high appeal in all markets other
Here are examples of Youth

than New Zealand where it has moderate appeal.
Australias nature is seen as more than a
backdrop; a place to experience natural beauty
in an authentic, refreshing environment that
provides a sense of vitality.
communications and how our tools

For youth travellers, Nature provides a
refreshing and fun component to an Australian
holiday. It offers the opportunity to revitalise
through outdoor activities, explore new
landscapes and interact with iconic animals.
have been used effectively.

Imagery:
Nature is one of the most appealing experiences
for youth travellers and imagery needs to convey
authentic, pristine environments where they can
interact with nature; flora and fauna.
Images demonstrating the vastness of Australia
and the clean environment are more appealing
while staged settings lack authenticity and do
not appeal in the same manner.
Coastal
The Coastal Lifestyle experience is also very
appealing to youth travellers, however is only
moderately appealing to Chinese youth.
It depicts the classic and recognisable Aussie
outdoors lifestyle and provides a fun and
active experience for them through a broad
range of activities. It is about meeting people,
interacting with the locals and their lifestyle,
the stunning locations and a relaxed, fun
environment.
Imagery:
They respond to images that show like minded
travellers participating in a range of active and
energetic activities. Specifically, experiences that
differ greatly from what they know and those
that demonstrate youth exploring natural
wonders along the coastline, in and out of the
water are favourable.
Cities
Australias vibrant cities have high levels of are perceived as more exciting than their own.
appeal among youth travellers in New Zealand, They are less likely to have experienced the city
however only moderate appeal in other lifestyle as an adult; they are looking for the
markets. In general, cities are perceived as active nightlife aspect that they could not fully
being fun, but familiar. This experience appreciate when travelling with their parents
provides youth travellers with the opportunity in a location with more diversity and
to interact with the locals, enjoy the city excitement than their home.
nightlife, its active lifestyle and immerse Imagery:
themselves in a range of experiences in one Select images that convey a sense of vibrant cities
place. However the perception is that cities do with a wide range of activities. Images that
not differ greatly to what they have at home, combine cities with nature and coastal lifestyle
or can experience at other destinations. appeal to the youth market.
New Zealand youth are more likely to be

drawn to this experience as Australian cities
Clean and clear layout Use of shape graphic device Use of photography
Good use of the grid. There is enough clear This is a great example of the use of shapes. A nice variety of relevant photography.
space to draw attention to our headline The arrows draw attention to the headline.
and key visual. The Indigenous graphic helps frame the page.
Monkey Mia, WA
Cool gs
Flinders Ranges, SA Byron Bay, NSW South East Forests, TAS
FAST
facts Bay of Fires, TAS thin to do
Camp in a national park
The centre and wake up to a view youll Rent or buy a campervan and set your
of the country is Bay of Fires, TAS
never forget: a picturesque own unique route and pace. Nothing
but you, your mates, and the open road.
Climate bay, magnificent eucalyptus
Australias climate
mostly desert tree or peaceful river.
Eyre Highway, SA Wake-up calls from cockatoos
varies depending on
the location. The north
Tasmania and kookaburras included!
is mainly tropical,
followed by a Geography
Travelling by car
or campervan
Pure Nature Send some happy
snaps to your mates
subtropical zone further Australia is the sixth Many companies rent Bus and Flight Passes In Tasmania, history, nature and modernity are Find some
at home: theres Never before has
south. The south of the largested country in the vehicles to backpackers mixed together amongst a dramatic landscape and wombats or
Some bus companies nothing like a picture the moon been so
continent is dominated world. Its 50 per cent or sell them with a seafaring culture. of you cuddling koalas, learn about the
offer a number of close! Experience
by a temperate climate. larger than Europe, buy-back guarantee.
Bay of Fires, TAS feeding kangaroos, tales of former Staircase to the
customisable passports, Hobart, the most southerly and smallest capital
Meanwhile, the centre but has the lowest Posters and information or canoeing by wild prisoners at Moon on Cable
Train Passes enabling you to create city in Australia, is home to streetside cafs,
of the country is desert. population density in Accommodation about programmes like platypus to make
Maria Island, Beach in Broome,
With a great range your own itinerary. numerous parks and offers a vibrant arts and Special your friends jealous.
the world only two Western Australia,
Time Zones people per square

Hotels, camping sites,
and youth hostels can
this can be found on the
message boards of
of flexible train tickets Regional airlines also
offer discounted passes,
crafts scene. Tip Tasmania.
during full moons
kilometre. and train passports, from March until
Australia has 3 time zones: be found throughout the backpacker allowing young travellers In December, the world famous Sydney to Hobart
Australia can be easily October.
Western Standard Time Since Australia is Australia. You can accommodation. to use an unlimited Regatta brings sailing enthusiasts from all over to Make a date with a
traversed by train. The Camp in Freycinet Marvel at the
(WST) : GMT +8 choose from dorms to the famous port city, and gourmet lovers from all
located in the Southern Remember, we drive on Austrail Flexi Pass number of flights. Minke whale in tropical worlds oldest
Central Standard Time
(CST) : GMT +9.5
Hemisphere, the double rooms with
the left in Australia, so offers the possibility of
over the world flock to Hobarts Taste Festival. National Park. The North Queensland.
rock paintings Dig opals in Coober
private bath. These friendly marine
Eastern Standard Time seasons are opposite to youll feel right at home six months travel on However, most come to Tasmania to experience its campsite is located mammals can be
in the Kimberley Pedy, South Australia,
those of the Northern majestic nature. Journey to Mount Wellington, region of and make friends with
(EST) : GMT +10
Hemisphere.
on the road! An main railway services directly on the seen during May
international driving to explore towns like passing through rainforests and glacial rock and June. Western some locals at the pub
license is recommended. Perth, Adelaide, Alice formations. beach and is an ideal Australia. afterward.
kangaroo Springs, Darwin, and starting point for a
For the more adventurous, the famous Cradle
!!!! the east coast.
Mountain National Park, Lake Saint Clair National spectacular hike to Theres more to discover! Explore more
working holiday ideas and helpful links at
Park and the South Bruny National Park offer an Wineglass Bay. australia.com/workingholiday or share
equally spectacular hiking and climbing landscape. your adventure on facebook.com/
AustralianWorkingHoliday
20 21 14 15
Use of illustration Use of graphic devices

An effective way of combining an illustration with a speech Good balance of various graphic devices
bubble. The illustration helps bring the story to life. within the layout. The starburst helps
draw attention to key information.

In this section
Logo
Typography
Colour palette
Photography
Graphic device
Tone of voice
Business Events Australia

Our business edge
Australia is a unique destination As well as Tourism Australias brand Know how

for business events and quite unlike values, Business Events Australia has its
any other place in the world. It is own unique personality principles. These Australia has the inspiration, people
an important market for us and two principles underpin everything we and the understanding to consistently
we are proud of our reputation. say and do in business events.
So whenever we talk business They help define the edge that
deliver outstanding events for you and
events, our brand must feel Australia has over other destinations. your clients.
consistent and focused. They also help Australia stand out as
a unique and exciting destination Fresh thinking
for business events.
Australia has an open and confident
demeanour that encourages creativity
and innovation. Not tied down by
tradition, it naturally fosters free
thinking and original ideas.
Keep these principles in mind when designing all

Business Events Australia material.

In this section
> Our logo
> Logo variations
> Our logo rules
> Our colours
> Our typeface
> Our Indigenous graphics
> Our photography
Our Business Events tools

In this section
> Our logo
> Logo variations
> Our logo rules
Our Business Events logo

Business Events
Our tools
Logo
Our logo Stacked Stacked with URL
The Business Events Australia logo

is part of a family of logos within
Tourism Australia.
The logo appears in four
configurations:
> A stacked lock up
> A stacked lock up with URL
> A landscape lock up
> A landscape lock up with URL
Landscape Landscape with URL

Business Events
Our tools
Logo
Logo variations Full colour The full colour logo should

be used against white
A
backgrounds only. A keyline

version has been created for use
on background content.
Keyline Full colour A B
The full colour keyline logo

should be used against the
following backgrounds;
A. On a light BE Brand colour
B. O
n a light area of
photography
Ensure that the photography details dont

interfere with the logo in any way.
Reverse A B
The keyline reverse logo should

be used against the following
backgrounds;
A. On a dark BE Brand colour
B. On a dark area of photography
Ensure that the photography details dont

interfere with the logo in any way.
Mono The mono version of the logo A B

comes in two versions for
each variation;
A. Mono (black)
B. Mono reverse (white)

Business Events
Our tools
Logo
Our logo rules Clear space Stacked Landscape
Clear space X X X X
Clear space is the minimum area
surrounding the logo that must X
remain clear of any other visual
elements or text. X X
Minimum size
X
Minimum size specifications ensure
that the logo remains clearly legible
in all applications and all methods X X
of reproduction.
Positioning Minimum size Stacked Landscape
With the exception of stationery, the

logo should always appear aligned to
the bottom right edge of the layout.
15mm/70px
15mm/70px
15mm/70px
15mm/70px

Business Events
Our tools
Colours
Our colours Core colours Blue family

BEA Dark blue
Pantone 302 U
C100 M36 Y9
HEX: 004165
K47 % Tints 100 20
WEB: 0 03366
Colour palette
BEA Light blue C30 M0 Y8 K0 % Tints 100 20
Building on the Brand Tourism Pantone 304 U HEX: AEE0E8
Australia palette, Business Events WEB: 99CCFF
Australia has its own specific colour BEA Dark green C 55 M12 Y92 K43 % Tints 100 20
Green family
palette that sets it apart. Pantone 575 U HEX: 557630
WEB: 336600
It has two core colour suites to be
used separately or together: BEA Yellow C 7 M5 Y95 K5 % Tints 100 20
Pantone 605 U HEX: E1CD00
WEB: No suitable websafe conversion
> BEA Blue family
> BEA Green family
BEA Warm grey C 0 M2 Y5 K9 % Tints 100 20
Support colours Pantone HEX: E9E3DC
It also has two unique support colours
Warm Grey 2U WEB: ffcc00
to give breadth to the palette, BEA
Warm grey and White. White
Using these core colour suites and

limiting their use will help effectively
identify and distinguish your Business
Events Australia material. You
want your piece to be immediately Colour usage Two colours Tone 1 Tone 2
recognised as part of the Business
Events Australia family. Where possible use one
tonal palette at a time. For
You can also use other colours from example, dark and light blue,
the Brand Tourism Australia colour or dark green and yellow,
palette to inject more life and energy complimented by large areas
into your communication. of white space.
Colour usage
When using the Business Events Three colours Tone 1 Tone 2 Highlight
Australia colour palette, your aim
is to create a sophisticated tone. Building on the one tonal
palette, three colours may
be used, by either introducing
a support colour, or when an
additional colour is needed
to highlight something.

Business Events
Our tools
Typography
Our typeface Print external

TheSans Basic is The Sans Basic B3 Light and Light italic
AaBbCcDdEeFfGg0123456789!@#$%&*()?
We use three primary typefaces for
Business Events. Our key typeface is our heading and The Sans Basic B5 Plain and Plain italic
TheSans Basic and should be used
for the majority of your material.
body copy typeface AaBbCcDdEeFfGg0123456789!@#$%&*()?
When you want to inject extra life and The Sans Basic B7 Bold and Bold italic
TheSans Basic is an extremely flexible typeface
energy into headlines, use TA Smudger
that can be used for large scale applications such as
or TA Headline. signage, as well as heading, sub heading and body AaBbCcDdEeFfGg0123456789!@#$%&*()?
We also have one typeface for word copy depending on communication objectives.
processing material.
TheSans Basic
TA Smudger and
TA Smudger Regular
TheSans Basic has a wide range of
weights which allow itself to adopt a
number of personalities. TheSans Basic
is designed to be highly legible.
TA Headline abcdefghijklmnopqrstuvwxyz
are our heading
TA Smudger
The handwritten typeface, TA Smudger, is 01234567890!$%&*:()?[]
youthful and irreverent. It is modern and
informal in style. Its random shapes also
complement the handcrafted style of
Brand Tourism Australias Indigenous art.
typefaces Note: Kerning should be set to optical and tracking set to 15.
TA Headline Regular
TA Headline
The handwritten typeface, TA Headline,
The purpose of using TA Smudger or TA Headline is
to provide individuality and character to headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890!$%&*:()?[]
in advertising and other applications.
is a welcoming and relaxed font that
reflects the brand personality. Both must not be used for any text, other than
headlines or pull out quotes. Note: Kerning should be set to optical and tracking set to 80.
Calibri
As TA Smudger, TA Headline and TheSans
Calibri is our word

Basic are not system fonts, they may Print internal Calibri Regular and Italic
not be practical or available for some
AaBbCcDdEeFfGg0123456789!@#$%&*()?
Microsoft applications. In these instances,
Calibri may be used. Calibri is a system processing typeface Calibri Bold and Bold italic
font that is available on most PCs and will
display and print text consistently across To allow for flexibility in use and application, Calibri AaBbCcDdEeFfGg0123456789!@#$%&*()?
most digital files. is our word processing typeface. It should be used in
Microsoft Word processing, PowerPoint applications
and promotional items where TA Smudger and
TheSans Basic are not available.

Business Events
Our tools
Graphic device
Our Indigenous Tint
graphics The percentage of black varies per colour.
Tingari Cycle
Business Events can use all of the
Brand Tourism Australia Indigenous
graphics. However, the predominant
graphic used is Tingari Cycle.
Tingari Cycle is a series of concentric
PMS302 + 25 percent black PMS304 + 6 percent black PMS605 + 6 percent black
circles that represent meeting places,
connected by a series of parallel lines
representing journey paths. The modern
graphic device that has been derived
from this artwork is bold and strong,
but used in a subtle manner.
Using the pattern

The pattern is to be used as a decorative
element within an area of solid colour
or over solid colour within an image.
It should never dominate the page.
PMS575 + 10 percent black PMS Warm grey + 6 percent black
To achieve this effect, a percentage
of black is added to the pattern, and
printed over the background colour.
The percentage of black varies
depending on this background colour. Watermark
Used as a watermark over images as
The pattern can be used as a watermark a 10 percent black tint.
over images, as a 10 percent black tint.
Or it can be used in a single colour on
material like stationery, in the Business
Events light colours.
You can vary the size in terms of scale.
Just make sure it never gets too small.

Business Events
Our tools
Graphic device
Our Indigenous
graphics
Incorrect use
The Indigenous graphics are only to
be used in the ways outlined in these
guidelines. To use them in any other
way is disrespectful to their Indigenous
cultural meaning. They should be
treated as priceless works of art. Do not use a dark pattern on a Do not let the pattern appear Do not use two different core Do not use the pattern at
white background too small colours for the pattern different sizes in the same piece
Here are some examples of misuse that
either weaken or damage the integrity
and consistency of the art.
Do not use the pattern in a way Do not overlay the pattern

that overpowers the image over itself

Business Events
Our tools
Photography
Our photography Photography category guidelines For example
Land
Hero images are perhaps the most All images should look Australian and highlight
effective way to showcase Australia the unique experiences on offer.
as an exciting and versatile place
for business.
All hero imagery should convey
the three foundations of our brand:
> Land
> People
> Connection
People
Note: When selecting photography ensure a People should always be included, rather than
balanced mix of land, people and connection.
vast empty landscapes.
Aim for 60 percent people and connection and
40 percent land.
Colour palette
Your choice of images should either
reflect the warm colours of Australias
centre, signalling warmth, energy and
vibrancy. Or reflect the cool colours of
Australia, signalling rest, refreshment Connection
and reflection. Groups of three or more people should be
shown involved in business or team activities.
Supporting imagery They should be connecting with each other and
connecting with the Australian landscape.
Sometimes you will want to use
supporting images to complement
hero images or illustrate specific
business events or locations.
Shooting supporting imagery

Tourism Australia is continually Supporting imagery
expanding its collection of Business Make sure you choose a supporting image with:
Events Australia photography with
> One hero or subject for a single-minded focus
its partners.
> Quality lighting and composition for a
When shooting new imagery: sophisticated feel
> Show venues in their unique location
>Shoot people in their business attire
or company branded informal attire
where possible

In this section
>Business Events applications overview
> Cover design
> General typographic rules
> Grid and layout
> Best practice
Applying our
Business Events tools

Business Events
Applying our tools
Business Events 1 Logos
applications Business Events Australia has its own logo.

2 Typography
overview Use TheSans Basic for the majority of

communications. TA Smudger and TA Headline 4
can also be used when you want to inject
Building on the Brand Tourism
some life and energy into headlines.
Australia tools, these tools has been
3 Colour palette
created specifically for Business Events
Australia communication material. Business Events Australia can use all colours
in the Brand Tourism Australia colour palette
2 Australia: an invitation
(see page 35). However, it predominantly uses
the BA green family and BA dark blue family
from this palette. It also has two unique
colours; BEA Light Blue and BEA Warm Grey.
4 Indigenous graphic
All the indigenous graphics can be used.

However, Business Events Australia mainly
uses Tingari Cycle.
5 Photography
Business Events Australia can use all images

in the image library that are relevant for
the audience. Choose relevant images that
support your message.

Business Events
Applying our tools

1
Position the logo in the bottom right corner.
Full bleed
Ensure that the distance from the edge of
This cover design is used when you the page is a minimum of 1 times the clear
want to really capture and engage your space, as outlined on page 73.
audience. It allows you to focus solely on
a unique Australian highlight, using one
BUSINESS EVENTS
striking photo of the landscape, wildlife,
people or culture. Just make sure you 2 Typography
2 MARKETING PROSPECTUS 2 An Australian Adventure
Headings should be set in either TA Headline, Gold Coast and Melbourne
TA Smudger or TheSans, depending on your 7-14 October 2012
content of the brochure.
communication objectives. Choose a type size
that doesnt dominate the page, and create
Indigenous graphic a nice visual balance between the type, logo
Use this cover design when you are after and hero image/background graphic. 1
a more corporate events business tone.
Or when you want to package your
events information up with a clean,
unique and sophisticated look.
3
Indigenous graphics can be used subtly
as a design element. It is important not to
overdo this technique.
4
4 Photography
When choosing photography, make sure that
the image is relevant to the copy and overall
purpose of the document.

Business Events
Applying our tools
General 1 Heading copy
typographic rules Here we have used TheSans

B3 Light to be formal, Far left: Moorilla Wine
straightforward and and Food Centre.
When it comes to typography, first and informative. Use TA Smudger or

Left: Wineglass Bay.
Far right: Fly fishing.
foremost, always be clear, simple and TA Headline when you want to 5
legible. This can generally be achieved inject some life and personality.
with a distinct visual hierarchy between
different levels of information and good
use of space and colour.
Extra levels of information hierarchy can Five-day itinera
Day 1 Cruise the Tamar River thro
be created (e.g. subhead, B3 uppercase, Cataract Gorge and into Tasmanias
wine region to enjoy a cheese platt
intro copy and sentence case) but try to and wine tasting, or glide through t
Tasmania
treetops with a unique Hollybank T
keep your layout as simple as possible. Adventure canopy tour. Finish the d
a gourmet bush-tucker cook up wit
1 Bush Adventures.
This quick snapshot shows how varying Day 2 Play at Barnbougle Dunes,
Australias top-ranked public golf co
the colour, size and weight of type can be 2 Introductory copy Tasmania is an island of inspiration, rejuvenation and
before following the historical Trai
Tin Dragon to St Helens, with stop
used to create a hierarchy of information adventure. With five distinct regions, all easily accessible
Scottsdale Forest EcoCentre and the
Centre at Derby before arriving at S
Set in TheSans B3 Light. 2
and maintain reader interest. from major city centres, Tasmania is an island state so
Tidal Waters Resort, the gateway to
famous Bay of Fires.
Day 3 Stroll around Binalong Bay

diverse and charming it leaves delegates wanting more. Bay of Fires admiring the spectacula
beaches, blue water and granite spl
Our typeface with orange lichen. Watch the 90-m
3 About Tasmania Tasmanias renowned wilderness and blue eye trevalla, scallops, abalone and Columba Falls cascade over granite
The typefaces you can use are TheSans 3 Sub heading

Located at Australias southernmost
tip, the island state offers unspoilt
heritage is widely used by adventure
tourism providers who offer an
oysters, while Tasmanian wines are
celebrated at wine shows and cellared
before lunch at the Pyengana Chee
Factory, where you can watch chees
Basic for the majority of Business Events Set in TheSans B5 Light.

yet accessible wilderness, colonial
heritage, gentle outdoor pleasures,
extensive range of experiences. Battle
the G-Forces in a fighter jet high above
by connoisseurs. Tasmanian beer
makers are an authority on all that
made and sample award-winning p
Stay overnight at Freycinet Lodge a
communication material as it is formal, succulent fresh food and award-

winning wine, and incentive
Tasmanias rugged coastline or walk
to a remote wilderness beach to enjoy
is cold and gold, while the peat and
crystal waters make the finest whisky.
indulge in fresh Tasmanian cuisine
cool-climate wines overlooking Cole
oysters with a glass of local wine.
straightforward and informative. When 4
experiences to meet every need
and budget. Newly opened on Tasmanias east
From affordable quality to effusive
opulence, the standard of food in
Day 4 Take a guided walk throug
banksias and eucalypts on the flank
you want to inject extra life and energy 4 Body copy From five-star luxury in waterfront coast, Saffire offers luxury suites with Tasmania is superb. From innovative Hazards before sampling fresh Tasm
sweeping views of Great Oyster Bay chefs ready to plate a dinner for 1000 seafood at Freycinet Marine Farm. S
boutique hotels to five-star
into headlines, use TA Smudger or Set in TheSans B3 Light or experiences with little more than a and the Hazards Mountains, where on a mountain top to exquisite dining the family-run Spring Vale Wines to
local wines at the cellar door. Lunch
backpack, Tasmania energises the soul guests can restore their wellbeing experiences on the waterfront, there is
TA Headline. B5 Plain. and inspires the spirit. in the premium spa or gym, or enjoy a food and wine experience to engage Swanseas award-winning Banc Res
before checking in at Hobarts five-s
exclusive signature experiences the toughest critic. Tasmania is truly a
Tasmanias cosmopolitan cities are Henry Jones Art Hotel. Invite Tasma
on the Freycinet Peninsula. With a place to indulge.
flanked by stunning natural backdrops to bring a young Tasmanian devil to
distinct design and truly individually
and filled with artists, innovators and to help raise money for the Devils H
tailored service, Saffire offers guests an
Breeding Program.
quality venues, including MONA, the authentic and enriching experience. Contact details
Museum of Old and New Art, which
Blessed with a pristine environment, Business Events Tasmania Day 5 Enjoy breakfast on Mount
opens in January 2011. MONA will Wellington before a relaxed bike de
also house Moorilla winery, a meeting clean air and water, Tasmania provides T +61 3 6224 6852
to Cascade Brewery for a tour and t
venue with eight pavilions featuring the perfect environment for quality E mail@businesseventstasmania.com
take in the action and colour of Tasm
ancient and contemporary art, fresh produce. The clean waters businesseventstasmania.com best outdoor market, Salamanca M
produce Tasmanian Atlantic salmon, Victoria Dock, Hobart
overlooking the Derwent River. in Hobart.
18
5 Quote
TheSans B3 Light Italic or B5 Plain Italics

must only be used to differentiate specific
text from other copy, such as a quote.

Business Events
Applying our tools
Grid and layout

A grid gives you consistency with 7 Asymmetry Far left: Gold Coast
8
7
beaches. Left: Koala.
longer pieces of factual information. Grids with an uneven number 7

Far right: Tamborine
National Park.
It helps you create structure and is of columns allow for more

informative and clear yet it still allows dynamic layouts. Elements can
you to be engaging and dynamic. occupy their own space and in
turn stand out more.
The most common grid system for
Business Events Australia is a six, seven
8
and 11 column grid system.
Gold Coast 7
Five-day itinerary
Day 1 Meet your personal surf instructor
Its sun-drenched coast, mountainous World Heritage-listed
8 White space for a lesson on the beach before lunch on
board a tall ship as you cruise to South
rainforest and numerous attractions make the Gold Coast a Stradbroke Island. Try kayaking or other
White space is a vital part of popular choice for corporate events and incentives.
water sports before travelling back to your
five-star beachfront hotel.
any layout. If possible, include Day 2 Rise early for a hot-air balloon ride
before the adrenalin kicks in with fun-filled
white space to separate the No where else in the world offers

70 kilometres of pristine coastline,
The Gold Coast hinterland is shaped
by unspoiled rainforest and offers
At cosmopolitan Broadbeach, home
of the Gold Coast Convention and
rides at Warner Bros Movie World, lunch in
the Wild West then dolphin feeding at Sea
100,000 hectares of World Heritage- a range of dining and activities, Exhibition Centre, you can find the World. Return to the hotel by helicopter
elements and give breathing listed rainforest, theme parks, private including boutique wineries, cellar Pacific Fair Shopping Centre and followed by cocktails at Q1 and a truly
islands, 500 kilometres of canals, 800 doors and Tamborines own distillery Jupiters Hotel & Casino, both just a Australian experience a bush feast.
space to the design. accommodation venues and more
than 600 restaurants and cafes, all
and brewery. short stroll from the beach. Day 3 Start the day by feeding the
The Gold Coast offers unique incentive Main Beachs Marina Mirage features animals at Currumbin Wildlife Sanctuary
within 40 minutes drive. before learning about local Indigenous
experiences. Get up close to the top designer retail outlets and award-
Offering world-class conference dolphins during breakfast at Sea winning restaurants overlooking the culture at Burleigh Mountain. Spend the
facilities and entertainment, the World, watch the sun rise during an beautiful Broadwater, while Robina afternoon working in teams to assemble
bicycles to be sent to needy children around
Gold Coast is one of the worlds most early morning balloon flight or get Town Centre, the largest shopping
the world.
desired resort destinations, combining to know Australias native animals at centre in Queensland, offers quality
excitement, comfort, luxury and style Dreamworld. Cuddle a koala, feed the retail, entertainment and dining. Day 4 Relax with a trip to the Gold Coast
with its stunning beaches, quality kangaroos, stroke a wombat and watch hinterland. Experience the Tamborine
This example uses a seven column grid. golf courses, cosmopolitan waterside
venues and quality dining and
a traditional sheep shearing show.
The Gold Coast knows how to throw
a party and with our quality range of
Rainforest Skywalk, indulge your palate at
Mount Tamborine Brewery, do some dot
The Gold Coast offers a vast array of incentive offerings, the city has plenty painting before exploring the township
shopping.
shopping along its shady boulevards, to celebrate. and unwind with a massage or facial at
The Gold Coast blends traditional with international boutiques offering OReillys Rainforest Retreat.
Australian beach culture with modern Cartier, Prada, Gucci, Louis Vuitton,
convention sophistication. Take a Fendi, Bally Hermes, Paris and Salvatore
Contact details Day 5 Begin the day with a round of
surfing lesson or go kayaking. Cruise Ferragamo, as well as top Australian Gold Coast Convention Bureau golf and breakfast on the green, before
transferring by Harley Davidson to lunch
the blue waters on a tall ship or designer labels. T +61 7 5592 2699
on the Broadwater at a famous Gold Coast
go jet-boating, sailing, snorkelling, E conventions@gctourism.com
restaurant. Shop, unwind and relax before
parasailing or whale watching. goldcoastconventions.com Gold Coast
heading home.
10 11

Business Events
Applying our tools
Grid and layout Day three

Saturday, 28 May 2011
cont. 8.00am
Please meet in the hotel lobby with your
luggage.
9.30am
9 Colour as a logical element Enjoy the stunning ariel view over the Freycinet
National Park and its surrounds as your group
The Business Events Australia travels to Hobart by chartered helicopter.
corporate colours can be used 10.30am

Arrive in Hobart and be welcomed by senior
with type and solid panels to give staff from the Wrest Point Hotel. Enjoy an early
lunch at the hotels revolving restaurant.
a logical order to information,
12.00pm
e.g. in section headings. Take a scenic water taxi ride to the historic
Salamanca Markets. Enjoy some time at leisure
in the heart of Hobart.
1.45pm
Meet back up with the Business Events
Tasmania team for a transfer to Hotel Grand
This example uses an 11 column grid. Chancellor, your accommodation for tonight.
See why this popular hotel is a great venue for
conferences and corporate meetings. There is
time to refresh before the afternoon activities.
4.00pm
Please meet in the lobby of the hotel.
5.00pm
The Museum of Old and New Art (MONA) is a
truly unique venue and your dinner location for
this evening.
9.30pm
Return to overnight accommodation.
Overnight accommodation
Hotel Grand Chancellor Hobart
+61 3 6235 4535
ghihotels.com/hgc
9
Itinerary

Business Events
Applying our tools
Standard Pull Up Banner Template ie. this suits our existing hardware
Best practice Far left: Australian

War Memorial.
Left: National
Museum of Australia.
Far right: National
Gallery of Australia.
Here are some examples of Business

Events Australia communication
material and how our tools have
Welcome
There is nothing like Australia for delivering
incredible experiences to help you reach your goals. Five-day itinerary
been applied effectively. Day 1 Enjoy cocktails and tapas at the
Canberra
Australias iconic native wildlife, coastal lifestyle, vast outback and vibrant cities have boutique Parlour Wine Room before an
long been motivating reasons for people to experience our amazing country. exclusive dinner at the National Museum
Take your Thinking

of Australia, an amazing building dedicated
But Australia offers much more than spectacular destinations our environment is to Australias history in the making. Enjoy
lively, optimistic and innovative. We have a fair-go attitude that encourages candour canaps in the Garden of Australian
and fresh thinking. Dreams. Dinner is in the magnificent
To a whole new Place.

museum hall with its vaulted ceilings, views
We also have business events operators who care about sustainability, striving to
minimise their impact on the environment while giving back to the communities to Visit Canberra, Australias national capital, of Lake Burley Griffin and the city skyline.
which they belong. Day 2 Wander through the olive groves

Australia offers an exceptional range of top-end corporate meeting experiences and
and discover the Australian story. and grapevines at Pialligo Estate Winery
before a hands-on cooking class at Pod
Theres just something about Australia that changes the way you think. luxury incentive options often set in fantastic locations which provide the perfect Foods at Pialligo Plant Farm. Take a behind-
Contents
atmosphere to reward and energise your next incentive group. With a beautiful natural setting 1943, including the famous Lancaster Enjoy a personalised tour of the
At first glance you might think its the stunning natural settings like the-scenes tour of Parliament House before
and known to locals as the bush bomber, G for George. Poachers Way, sampling limited release drinks at Queens Terrace Caf, watching
the Brisbane River or its unique meeting locations. But organise an event Every destination offers unique and exhilarating experiences. Whether its cruising
capital, Canberra is home to many wines and exceptional art from across the sun set over the lake. Hold your formal
here and youll soon discover its something far deeper. along the Great Ocean Road to the magnificent Twelve Apostles or dining under the
of Australias greatest national
For a more intimate experience, the
the Canberra region. Enjoy a long lunch dinner in the Great Hall. One of Australias
stars at Uluru in the Red Centre. function room in the National Carillion
A rich history of cultural freedom and innovation has helped Australians 2 Map attractions. Learn and live Australias
sits 36 metres above the ground, just
at one of the regions award winning most prestigious venues, Parliament House
think differently for over 40,000 years. More recently, our fresh and Sample cuisines from around the world at Melbourne International Food and Wine social and political history, experience restaurants, Grazing at Gundaroos is renowned for its impressive architecture
above the bell chamber, where the peal
imaginative approach has ensured the success of world-class corporate Festival or host a glamorous private party aboard a yacht on Sydney Harbour. Swim 4 Adelaide our culture, knowledge and art, and
of 55 bronze bells drifts across Lake
historic Old Royal Hotel. Indulge in and its collection of contemporary art.
with blue-fin tuna in South Australia or ride a camel along Cable Beach as the sun sets begin to understand the identity of natural therapies at Geranium House
and association meetings, rewarding incentives and unrivalled global events. Burley Griffin and Commonwealth Day 3 Revitalise with an early morning
over the Indian Ocean. 6 Brisbane this vast and varied land.
Park. Or take a private white-glove
day spa or sample delicious gourmet
hot-air balloon ride over the city followed
So if youre after an event that will inspire new ideas, deliver real business smoked meats at Poachers Pantry.
Experience Australia first hand. Battle the g-forces in a fighter jet high above But acquainting yourself with the tour of the Museum of Australian by a champagne breakfast. Lunch is at the
results and return on investment, look no further than Australia. 8 Canberra Australian story need not be hard work Democracy at Old Parliament House, Naturally after all these discoveries Boat House by The Lake on the foreshores
Tasmanias rugged coastline or glide over the Canberras Parliament House in a hot-air
To get your clients thinking differently visit businessevents.australia.com balloon. Go jet-boating or whale watching at the Gold Coast, feed the dolphins near with many high-end incentive options walking the corridors of power to visit you will need somewhere to rest and of Lake Burley Griffin before a glassmaking
10 Gold Coast to help you relax as you learn. Canberra the offices of former prime ministers. relax. Immerse yourself in the designer demonstration at Canberra Glassworks and
Brisbane. Or simply unwind and enjoy island life on the Whitsundays.
an escorted tour and dinner among the
is home to an outstanding array of luxury of the boutique Diamant Hotel
Tourism Australia works closely with corporate meeting and incentive buyers 12 Melbourne food and wine experiences drawing
Designed by architect Walter Burley
Canberra or choose Canberras newest
priceless military artefacts at the Australian
around the world to tailor exclusive itinerary ideas and support for proposals and Griffin, Canberra is set among War Memorial.
on regional wines and produce. accommodation offering, Hotel
presentations to help businesses achieve their goals. And we look forward to working 14 Northern Territory quintessential Australian bush and
Realm, which combines contemporary Day 4 Explore the images and sounds
with you too. Enjoy cocktails surrounded by offers an abundance of activities that
elegance with avant-garde design. of film, television and radio that reflect
16 Sydney Australias best Indigenous artworks take advantage of its natural setting.
Australias creativity during a private tour
We welcome the opportunity to host your next corporate meeting or incentive in the foyer of the National Gallery of
Specialised mountain bike tours of the National Film and Sound Archive
group in Australia soon and to share with you our ability to inspire innovation with 18 Tasmania Australia. Absorb Australias military Contact details before sailing to Springbank Island in
incredible experiences. Choose Australia and take your thinking to a whole new place. helicopter riders to the top of a
history with a gala dinner at the Lake Burley Griffin. On the island, enjoy a
mountain to discover their way home. Canberra Convention Bureau
20 Western Australia Australian War Memorial, where gourmet Australian barbecue while being
Or join a more leisurely tour around T +61 2 6247 7500
guests can see a stunning recreation entertained by a string quartet.
22 The Whitsundays of a night operation over Berlin in
Lake Burley Griffin. E enquiry@canberraconvention.com.au
canberraconvention.com.au Day 5 Enjoy breakfast at the hotel before
Canberra and the National Museum of Australia
flying home.
Andrew McEvoy
Managing Director
Tourism Australia
8 9
TABE0064_CEI_BRISBANE_276x210mm_0.8.indd 1 8/10/10 10:10 AM
Good use of asymmetry Good use of grid and white space

This layout cleverly uses a seven column This spread links white space and strong photography to a seven column grid.
grid to distinguish elements and give Notice how the horizon line of the image is subtly aligned with the heading
a visual hierarchy. and start of the body copy.
businessevents.australia.com
| This section is not visible |

Good use of Indigenous graphics and logo placement
This simple banner layout uses a cropped section of the
Good use of photography, colour and positioning Indigenous graphic the logo and URL.
The two strongest elements in this simple layout are the dramatic image and the solid colour panel with its enclosed
TABE7471_BEA-Graphic_Banners_2013.indd 1 1/02/13 3:00 PM
heading. Placing them at opposite corners creates tension, which draws the eye towards the body copy. The white
space also creates breathing space and adds emphasis to the bar and image.

Consumer campaign
Please refer to the Campaign Guidelines on brand.australia.com
85
Co-op advertisements
Please refer to the Campaign Guidelines on brand.australia.com

In thissection
In this section
> Logo
Approving content
> Typography
Copyright
Colour palette
> Distributing and publishing
Photography
> Intellectual property
Graphic device
> Copyright
Tone of voiceand presentation
> Key contact details
Section and
Policies heading
procedures

2011 87
Policies and procedures
Policies and Approving content Copyright Distributing and publishing

procedures These guidelines are to help ensure
that all our communications
Image Assets Librarian:
Video, editorial/documentaries/films
As well as key stakeholder approval,
it is also important to obtain copyright
Once content has been created and
checked to ensure that it is engaging,
are accurate and consistent with approval for any quotes, images or motivating and consistent with Tourism
We need to ensure all mass public Corporate Communications and Media
Tourism Australia guidelines. statistics included in your content. Australia, the next step is to distribute it.
communications are consistent Corporate Affairs Unit:
in terms of statistics, branding, The Corporate Affairs Unit is > Corporate media communication Here are some distribution options:
corporate policy and messaging. responsible for checking all > Industry communications Consumer media
external communications including including newsletters
To ensure the effectiveness of our > Advertising
mass printed communications,
communications, our business units > Marketing communications > Media (news and releases)
correspondence by letter or email,
need to keep each other informed > Corporate site content > Australia.com
face to face presentations, brochures
of the frequency and style of > Internal communication
and our corporate website. > Social media
communications being sent. including i-Net and newsletters.
> Video
All communications need to be
approved by the appropriate External approvals > Editorial/documentaries/films
stakeholders before content is If content is to be distributed to third > Marketing collateral, e.g. brochures
distributed. parties, please ensure that the relevant > Content syndication through
approvals are obtained and a record partners, e.g. websites and operators
kept of who has approved the content. brochures, websites.
All content produced by Internal communications
Tourism Australia is considered > i-Net
Intellectual Property and should > Newsletters
be managed accordingly.
> Email
Regional offices have the responsibility > Meetings
for quality assurance of all outgoing
Trade and industry (corporate) media
communications in the region.
> Corporate site: tourism.australia.com
> Business Development Managers
> Marketing communications,
e.g. reports and brochures
> Newsletters, e.g. essentials
> Market briefings
> Electronic communication, e.g. email
> Speaking engagements.

Policies and procedures
Policies and Intellectual property Copyright and presentations Key contact details
procedures Our Logos, Trademarks and other
Intellectual Property depicted in these
These guidelines should be used in
connection with those marks and
Tourism Australia should include the
copyright () symbol on all PowerPoint
For further information, please contact
the Corporate Affairs unit.
guidelines are the exclusive property images to which contractual access presentations, speech notes, strategy
cont.
of, or used under license by Tourism has been granted to you. Images documents and websites. This raises
Australia and are protected under presented in these guidelines are not awareness of copyright.
trademark and copyright laws. The necessarily accessible to all parties
Intellectual Property may only be due to variations in contractual rights
used in a manner consistent with and your use and possession of these
these guidelines. guidelines does not give you any
right, title or interest in any of the
Tourism Australia reserves the right
Intellectual Property depicted in
to withdraw at any time and for
these guidelines.
any reason, your right to use the
Intellectual Property (subject to any Tourism Australia may alter or
other agreement you may have entered amend these guidelines at any
into with Tourism Australia). Your use time to the extent allowed by law.
of these guidelines does not constitute Tourism Australia will not be liable
approval or endorsement by Tourism for any reliance you place upon
Australia of any Intellectual Property these guidelines. To ensure integrity
other than Tourism Australias used of all images, applications must be
in your material, products or services, submitted for approval by Tourism
or any claims or representations Australia by following the steps set out
contained in your materials, products in these guidelines or in accordance
or services. Tourism Australia is not with any contract you have entered
liable for any claims, actions, liability or into with Tourism Australia before any
loss relating to your material, goods or use of the Intellectual Property.
services. You are solely responsible for
For any queries on these matters,
and should take all appropriate action
please contact the Tourism Australia
to ensure that content and use of any
Legal Team.
material, product or service does not
infringe applicable statutes, laws or
any rights of third parties.

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Tourism Australia Brand Guidelines copyright 2013 2

1. Who is your audience? 2. What is your purpose?

Consumer Is the purpose of your communication to

Trade and industry Is the purpose of your communication Trade and

Corporate Is the purpose of your communication to sell

Is it to communicate formal and official Corporate

Tourism Australia Brand Guidelines copyright 2013 3

Brand Tourism Australia Business Events Australia Consumer campaign

Tourism Australia Brand Guidelines copyright 2013 4

Tourism Australia Brand Guidelines copyright 2011 5

Tourism Australia Brand Guidelines copyright 2013

Tourism Australia Brand Guidelines copyright 2013 7

Tourism Australia Brand Guidelines copyright 2013 8

Down to earth Welcoming

Irreverent High spirited

Tourism Australia Brand Guidelines copyright 2013 9

Five key Transformation Nature Welcoming

Tourism Australia Brand Guidelines copyright 2013 10

Seven key Aboriginal Australia

experiences Aboriginal Australia is the worlds oldest living

Australias vibrant cities

Food and wine

Tourism Australia Brand Guidelines copyright 2013 11

Seven key Australian journeys

experiences Australian journeys are about more than just getting

Tourism Australia Brand Guidelines copyright 2013 12

Our tone of voice Personality stretch

Overview For consumers For Corporate/Trade and Industry

Tourism Australia Brand Guidelines copyright 2013 13

Our tone of voice Tips for writing to consumers For example

Tourism Australia Brand Guidelines copyright 2013 14

Trade and Industry/Corporate

Tourism Australia Brand Guidelines copyright 2013 15

How we write Good writing Tips For example

> Buzz words such as strategic Preferred style :

I f an industry-specific term Instead of :

Tourism Australia Brand Guidelines copyright 2013 16

How we write Category Rule DO DONT

Generally speaking, use Australian spelling organise organize

Unless writing exclusively for the US market. colour color

Always abbreviate for example e.g. eg.

This is the way we do it:

Numbers, dates and percentages Spell out numbers under 10 nine 9

Unless its a measurement, date, 9 km nine km

For numbers 10 and over, use numerals 15 fifteen

URL Always write URL without the www australia.com www.australia.com

Tourism Australia Brand Guidelines copyright 2013 17

How we write Category Rule DO DONT

Always write million and billion in full in the 65 million

Indicate currency in the following style A$400

Long date format is day/month/year 4 August 2002 04/08/11

Do not use short date format.

Date spans should be expressed in 1 July-4 September or,

 se brackets around STD* codes on local

Tourism Australia Brand Guidelines copyright 2013 18

How we write Category Rule DO DONT

Tourism Australia marketing campaigns The Tourism Australia campaign

Theres nothing like Australia

Capital letters should be used minimally Yours sincerely Yours Sincerely

e.g. complimentary close Yours faithfully Yours Faithfully

Kind regards Kind Regards

The names of newspapers, books, Sydney Morning Herald

Tourism Australia Brand Guidelines copyright 2013 19

> Buzz words such as strategic Preferred style :

I f an industry-specific term Instead of :

Generally speaking, use Australian spelling organise organize

se brackets around STD* codes on local

> What are the benefits of this new logo?

> What disadvantages might this new