Australia's state and regional tourism organisations — like Tourism and Events Queensland, Tourism Australia, Visit Victoria, and Destination NSW — each have their own established brand voice and visual identity. When you create content that aligns with or co-promotes your region, you want your copy to sound cohesive with theirs as well as true to your own brand.
What regional brand voices are
Regional tourism organisations publish brand guidelines covering their tone, personality, key messages, and approved language. These guidelines describe how a destination wants to present itself to visitors — and often to the wider world through export marketing campaigns.
Launchpad integrates these regional voice profiles into your content generation workflow so that when you are creating content for trade shows, export market campaigns, or regional tourism campaigns, your copy can reflect both your individual brand and your regional umbrella brand.
Accessing regional brand voice settings
Scroll to the Regional Brand Voice section.
Select your state or regional tourism organisation from the list.
Review the regional voice descriptors that are applied.
Click Save.
When generating content, you can choose whether to apply your brand voice only, your regional voice only, or a blend of both — depending on who the content is for.
When to use your regional voice
Trade show materials — presentations and brochures for international and domestic trade shows benefit from alignment with your state's brand.
Export market campaigns — content targeting international visitors from key markets (China, UK, USA, India) should align with Tourism Australia's messaging.
Regional event promotion — events co-promoted with your regional tourism organisation (RTO) or destination management organisation (DMO).
Co-branded partnerships — content you produce jointly with your regional body or under a campaign they are running.
Blending your voice with a regional voice
The most effective approach is not to choose one or the other — it is to use your brand voice as the foundation and layer regional messaging on top when the context calls for it. Your warmth and personality come through in every piece; the regional framing adds the destination story that resonates with visitors who are still planning their trip.
For example, a Byron Bay surf school might normally use a casual, playful brand voice. When creating content for a Destination NSW campaign, the same operator can keep that personality while incorporating the destination's premium, nature-immersive positioning — the result feels authentic to both.
Tips
Visit your state tourism organisation's brand resources page to familiarise yourself with their guidelines — understanding the intent behind their voice makes it easier to blend authentically.
Use the regional voice blend primarily for outward-facing content (trade, export, campaigns). Day-to-day social posts and emails are best served by your own brand voice alone.
If you work across multiple regions, set a primary regional voice in your Marketing Profile — you can override it for individual pieces of content during generation.