Australian Tourism Industry Council

Placebrand
Written By Justine Donaldson – Creative Director

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.


Quality Tourism Framework logo, with star symbol and yellow tick, on a green background. The ATIC Australian Tourism Industry Council logo is in white in the top right corner.
A summary of the brand guidelines assets, including brandmarks, colour palette, tourism accreditation badges, icons, typography, imagery and visual language cues
Building a visual language around the existing tick icon. A page that demonstrates how the existing yellow tick icon has inspired other icons and assets for the brand, including an arrow device, ribbon, and circular badge all in yellow
Example design templates for a business to promote their QTF accreditation, image shows a 4 page brochure design for an example business at the top, and the bottom shows a design template for a carousel social media post.
Helping tourism businesses celebrate their accreditation. The brand yellow tick device is brought to life with celebratory elements (stars, sparkles) around it to help businesses celebrate their accreditation to their community.
Example pages from the digital marketing toolkit for Quality Tourism Achievements. This includes showing guidance on how to use QTF badge assets in a businesses own branding, campaign design templates, and paid advertising guidance.
An example of a downloadable tool or template. Image shows a template for a social media carousel post, which utilises the QTF tick and brand assets, including colours of green and dark green.
An example of a poster design template for a business to promote their Quality Tourism accreditation achievement, the template shows example spaces for inserting headlines and text alongside the QTF brand assets, and yellow tick icon.
An example Business to business EDM template for the Australian Tourism Industry Council to promote the benefits of different types of accreditation to tourism businesses.
An example 8 page Quality Tourism program promotional brochure design, the brochure shows each of the Quality Tourism accreditations alongside tourism imagery related to each accreditation. The brochure design is shown on a light teal background.
A series of social media post image tiles and caption copywriting is shown, to demonstrate how businesses can visually and verbally promote their QTF accreditations. The examples show the EcoStar, Camps, Star Ratings and Marine accreditation examples
Image shows the Quality Tourism Framework logo reversed in white on a dark green background to the left, with an image of a green landscape in the middle, and to the right on a bright green background, the Contact email address and website for QTA.
Justine Donaldson – Creative Director https://cuplastudio.co
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