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A breath of fresh air for Tourism Noosa


A fresh new brand was launched for Noosa’s tourism industry last week  to competitively position the destination for future growth and refresh the marketing communications undertaken by Tourism Noosa on behalf of its members and the business community.

The result comes after an extensive planning, consultation and consumer testing process guided by Brisbane agency, George Patterson Y&R, with the new brand – BY NOOSA – aiming to convey that traveling to Noosa is not just about what visitors can do here, but more about how it makes them feel.


A fresh new campaign for Tourism Noosa has launched last week.

Tourism Noosa CEO Steve Cooper said that the refreshed Noosa brand marked a major turning point in the evolution of Noosa’s marketing and communications strategies.

“Tourism Noosa has been working hard in partnership with our industry, community and Board to plan and develop this new brand, with a clear understanding of where we have come from and where we are, but also with a keen eye on the future.

On hand to help launch the new Noosa brand was Russel Howcroft, managing director and chairman of George Patterson Y&R, and regular panellist on the ABC TVs high-rating program, The Gruen Transfer.

“A strong brand is critical to ensure cut-through in a very busy and competitive category such as tourism and travel. This new brand will deliver a sustainable differentiation for destination Noosa and has been designed to be adaptable and build a sense of momentum that can be tailored to varying consumer aspirations.

The new brand is also seen as an important step in ensuring a resilient and prosperous industry into the future.

Cooper said that the annual forecasting study commissioned by Tourism Noosa – Noosa 2020 – reveals that Noosa’s visitor market, including domestic and international numbers, will grow to over 1 million overnight visitors and our overall visitation spend will reach $1 billion, or around $1,000 per visitor.

“We need to lay solid foundations now to work towards realising these targets, while also continuously refreshing our forecasts and marketing efforts to remain relevant. By Noosa provides us with the best vehicle possible to achieve this objective.”