In March 2021, Aruga was tasked with shining the light on one of Australia’s most idyllic tourism destinations – The Whitsundays.
Compiling thought-leadership pieces, travel deals, tourism operator spotlights and destination features, we had Australia dreaming of The Whitsundays and packing their bags in anticipation.
When Queensland’s borders reopened, The Whitsundays experienced its biggest winter tourism season in more than a decade.
Throughout the campaign we hosted a guest list of VIPs in the region including The Guardian, The New York Times, Daily Star (UK), Escape, Traveller and The Weekend Australian.
potential audience reach
media famil pieces of coverage
Compiling regular monthly round-ups for travel media.
Inviting and managing VIP guests including Matty J (The Bachelor), Sam Thaiday and Amy Sheppard.
Coordinating a competition with Pedestrian.TV for a three-night sailing holiday aboard a luxury catamaran.
Inviting journalists from across Australia and overseas to experience The Whitsundays in different ways, generating FOMO-inducing content.
Overcoming COVID border restrictions by distributing monthly travel deals, inspiring people to plan their post-lockdown holiday in The Whitsundays.
Building meaningful relationships with travel media to keep The Whitsundays front-of-mind for all travel thought-leadership and destination profiling.