Brisbane Festival
Selling sunshine
Tourism Whitsundays
Regional
Tourism
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
Winning Tactics
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.
“Tourism Whitsundays has been working with Aruga … to assist with destination PR, crisis communications and corporate advocacy. At a time when the world is ever-changing and challenging, the need to surround businesses with forward-thinking, positive support is important. We are proud to have Aruga right there by our side to assist the region to survive this challenging time.”
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