Australian Tourism Industry Council
The Quality Tourism Framework (QTF) is a suite of programs, tools and awards operated by the Australian Tourism Industry Council (ATIC) and delivered by state and territory Tourism Industry Councils to help tourism businesses improve their operations, strengthen the industry, and reach more visitors. To attract more tourism operators to the QTF, and to help these operators promote their achievements to their visitors, ATIC needed to optimise and activate the existing QTF brand on both a B2B and B2C level.
We started by refreshing the QTF brand to be more robust and actionable, complete with an expanded colour palette, a new iconic ‘tick of quality’ graphic language, and guides for applying the brand to best reach tourism operators or visitors. Working in partnership with digital marketing consultancy, This is Human, we then developed a suite of B2B templates to empower state and territory Tourism Industry Councils to communicate the value of the QTF to their member businesses in a consistent but tailored way. Concurrently to this, we created a suiteof ‘plug and play’ digital tools and guides for tourism business operators to promote their QTF achievements to their visitors, in turn strengthening the value of the program for these operators.
Built on the newly extended QTF brand, the dual streams of activation allows each Tourism Industry Council to reach new tourism businesses and strengthen communications with existing members, while building ongoing value for the tourism businesses that use the programs.
