Selling sunshine

Tourism Whitsundays

Public Relations

Tourism Whitsundays White on Whitehaven

Taking one of Australia's most idyllic tourism destinations to the world.

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 The Today Show, 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.

Results

295

media clips in three months

2.8M

audience reach from PR coverage

12

high-profile visitors to the region

617K

potential audience reach from social influencer activity

Delve deeper into the strategy behind this work

See under the bonnet