Selling sunshine

Tourism Whitsundays

Public Relations

Checking in and checking out one of Australia's most idyllic tourism destinations

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.

Results (March 2021 – June 2022)

640

media clips

54.7M

potential audience reach

24

media famil pieces of coverage

Deliverables

Travel Deals

Compiling regular monthly round-ups for travel media.

Influencers

Inviting and managing VIP guests including Matty J (The Bachelor), Sam Thaiday and Amy Sheppard.

Competition

Coordinating a competition with Pedestrian.TV for a three-night sailing holiday aboard a luxury catamaran.

Delve deeper into the strategy behind this work

See under the bonnet