Tourism Queensland held the global launch of its new brand in London today. The tourist board has revamped its logo and slogan to ‘Queensland, Where Australia Shines’ to incorporate the region’s experience-led product. “This is a pretty big campaign and we will be encouraging our trade partners to get involved with this,” Tourism Queensland’s Executive Director International Wendy Harch. “The trade is a core part of what we do and we work with our partners to make sure the message is put across. We’ve got a number of campaigns in the market, such as one with Flight Centres and Tourism New South Wales, so it’s good to work with different businesses as they target specific markets.” However to coincide with its global approach, the destination has most recently teamed up with Facebook for the ‘Passport to Shine’ competition, which will see one user win a Queensland holiday worth AUS$100,000. The tourist board hopes this can be used as a platform for agents to promote the latest deals to a variety of travellers. Harch explained that arrivals have already been going well. “Queensland has been stronger than the rest of Australia,” she said. “We have 240,000 Brits coming to the UK every year and what we’ve noticed is that even though we down (about 2%), people are staying longer. This is good as it brings expenditure up and means that the trade is selling more.” Harch added that the backpacker market peaked last year but the destination is now seeing a range of visitors, including the grey market and families. She said it will continue to run campaigns that work in various sectors.