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Queensland Rail rebrands to boost trade

Queensland Rail rebrands to boost trade

Queensland Rail is breathing new life into its travel brand with revamped travel centres set to catch the eye.

Chief customer officer, Cathy Heffernan, said the bright, new shop fronts served as a billboard for the new Queensland Rail Travel brand.

“We wanted to refresh our 11 travel centres and ticket offices across Queensland to make them more modern and visually appealing,” Heffernan said.

“Our goal with our new look is to make customers aware of the breadth of products we offer and promote the brand as being more than just a mode of transport.”

Leading the new focus is Queensland Rail Travel general manager, Max Kruse, who said the company is focusing on providing complete packages to tourists from overseas, interstate and locally.

“We have the size and relationship with regional tourism operators to build exciting packages for our customers; it’s not just about getting from point A to B, it’s about opening up access to exciting destinations and partnering with quality local operators to deliver the best experience,” he said.

“The rebranding, new shop fronts and aggressive marketing campaign have paid off with a 15 per cent increase in Queensland Rail Travel sales.

“Earlier this year, Queensland Rail Travel launched its biggest marketing promotion ever – an 18-month television, print, online and social media campaign.

“The cornerstone of the All the holiday you can take campaign was a commercial featuring a sushi train carrying Queensland Rail Travel’s five key holiday experiences - the Outback, reef, rainforest, beach and city.

“We expect thousands of additional tourists to take up our unique opportunities to visit some of Queensland’s amazing holiday destinations.”

The refurbishment of the travel centres includes painting, new signage and window decals exhibiting holiday scenes.

Townsville, Mackay, Proserpine, Gladstone, Robina, Toowoomba, Bundaberg and Roma Street Travel centres have now been completed, with Rockhampton and Cairns to follow in 2012.