Baby wipes slogan used for brand

Brazilian model Larissa Artusi models at Buderim Forest Park.
Brazilian model Larissa Artusi models at Buderim Forest Park. Nicholas Falconer

IT has worked as the tagline for a popular brand of baby wipes.

Now tourism experts are hoping “naturally refreshing” will help boost the bottom line for tourism on the Coast.

Tourism Minister Peter Lawlor revealed the new brand “Sunshine Coast naturally refreshing” at a launch in Marcoola yesterday.

It replaces “find your space” as the way the Coast will market itself across the world for the next five to 10 years.

However, an internet search of “naturally refreshing” revealed it was best known as the tagline for Huggies baby wipes.

Sunshine Coast Destinations Limited CEO Michael Denton said he was aware of the link to baby products, but the “bottom line was people will be talking about it”.

“Since 2003 the Sunshine Coast as a preferred destination has been in major decline,” he said.

“We want people to be talking about us.

“Whether that is because they align us to a soft drink or baby wipes – who cares as long as they are talking?”

Mr Denton said Tourism Queensland had checked there were no legal issues with using “naturally refreshing”.

“If there was a legal issue I would have been concerned,” he said.

A Kimberly-Clark spokeswoman confirmed it was “just a tagline for a brand of baby wipes”.

Feedback yesterday indicated most people thought “naturally refreshing” sounded like an advert for a new drink – and they did not mind this being associated with the Sunshine Coast lifestyle.

Mr Denton said the association with a drink had emerged in feedback during the 18 months Tourism Queensland spent devising the new brand name for the region.

“Since then consultation with the industry has been incredibly positive in terms of reaction.”

Mr Denton said the Sunshine Coast brand was “far more than a tag line and a logo”.

“It goes to the essence of the culture of the Sunshine Coast,” he said.

The new brand has already been launched on Tourism Queensland’s website and YouTube.

It will make its first official appearance on the Sunshine Coast at next month’s PGA Golf championship in Coolum.

Mr Denton said for the new branding to work – the entire Sunshine Coast community needed to get behind it.

“This is not just a tourism brand, it is a Sunshine Coast brand,” he said.

Mayor Bob Abbot was also pleased with the new brand because it clearly differentiated the region from the rest of Queensland, particularly the Gold Coast with its “famous for fun” brand.

“It shows us as a real alternative.”

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