It was a risky move for Tourism Whitsundays’ CEO to outsource the region’s PR activity at the height of the global pandemic, having never engaged external agency support before.
The gamble paid off with Aruga securing 12 high-profile visitors to the region within the first three months of engagement, including top-tier media outlets T Australia – The New York Times Style Magazine and TODAY, plus familiar faces Sam Thaiday, Sheppard and Tash Sefton.
The result? The Whitsunday region booked out for its biggest winter tourism season in more than a decade.
media clips in three months
audience reach from PR coverage
high-profile visitors to the region
potential audience reach from social influencer activity
Leveraging signature event White on Whitehaven to lure high-profile media and celebrities to the region, including The Bachelor alum Matty Johnson, sporting legend Sam Thaiday and pop star sisters Amy and Emma Sheppard.
Hosting high-profile media in region, including The New York Times Australia Magazine, The Today Show and Channel 7 Weekender, to build deep and genuine affinity with the region.
Attending the 2021/2022 stakeholder marketing strategy day in region to fortify relationships with local stakeholders and feed into strategy development in real time.