On the back of another year of agile thinking and deliberate measures, Tourism Whitsundays launched two major campaigns to re-activate the recovery of The Whitsundays through the COVID-19 pandemic. Exceeding all expectations, the campaigns saw a total ROI of 11:1.
The Wonders of The Whitsundays $1m campaign was delivered in partnership with thirteen local operators and Tourism and Events Queensland. And in conjunction, a $600,000 Airline Campaign in partnership with Tourism Australia, Tourism and Events Queensland, Hamilton Island Airport and Whitsunday Coast Airport.
With an ever-changing domestic travel environment both campaigns required flexibility to accommodate border closures, a staged rollout of broad creative media including hyper-targeted TV advertising, digital displays, out of home activity, content partnerships and social activity was activated as well as utilising a ‘SIRIous’ trump card for the region.
“Keeping The Whitsundays at the front of every Australians mind, even when they were unable to travel, was challenging but rewarding and the results speak for themselves. The Wonders of The Whitsundays and Airlie Campaigns have generated more than $17m in bookings for our operators across the region in a time where we have had to continually pivot and adapt to the changing environment.”
Arpad Romandy, General Manager of InterContinental Hayman Island Resort said The Whitsundays is one of the most beautiful places on the planet.
“There’s something for everyone. Many operators across the region felt the full sting of Coronavirus and the heavy loss of our international market with border closures. Boosting domestic visitor numbers to the region was more important than ever and the Wonders of The Whitsundays campaign evoked a level of excitement for Australians to get out an explore their own backyard.”
