Tourism Whitsundays.
Tourism Whitsundays celebrates its natural beauty, laidback spirit and unmistakable charm in a campaign via creative agency Simple.
The brand was launched through an integrated campaign in partnership with dentsu Queensland.
“The Whitsundays has always been one of Australia’s most treasured travel destinations, but we knew it was time to evolve - celebrating what makes us naturally iconic, while deepening the emotional connection with a new generation of travellers,” said Tourism Whitsundays CEO Tim Booth.
“With Simple’s creative lens and Dentsu Queensland’s strategic national coverage, this campaign captures our unique essence and packages it with charm, wit and a whole lot of sunshine.”
The new brand platform features a vibrant colour palette inspired by water, mango, sand and coral, and new typefaces.
And the updated brand weaves in the Great Barrier Reef through the addition of graphic devices.
“Some places build their icons, towering monuments, glittering skylines and attractions designed to impress. But over the course of our time in the region and working with the team, we realised The Whitsundays’ icons weren’t built, they’ve always been,” Simple managing director David Stocker said.
“Bringing the ‘Naturally Iconic’ platform to life was about capturing the relaxed, unbuttoned charm and making it feel as unforgettable as the place itself.
“We’re incredibly proud to have partnered with Tourism Whitsundays to bring this together and can’t wait for our next visit.”
The media strategy spans across out-of-home, social, digital, and search.
Dentsu Queensland managing director Chris Ernst said that they loved collaborating with Booth and the teams at Tourism Whitsundays and Simple.
“The opportunity to leverage our strategic planning capabilities and passion for the region, to activate the incredible new branding work in unique and impactful environments, was a perfect challenge for the Dentsu QLD team,” Ernst said.
“We’re incredibly proud of the work, excited for what lies ahead.”
Tourism Whitsundays
Tim Booth – CEO
Marketing Manager – Laura Knipe
Brand & Marketing Executive – Emma Bailes
Digital Marketing Executive – Ben Summers
PR and Social Media Manager – Rosanagh Gallivan
Brand Design: Simple
Paige Weekley – Account Director & Strategist
Pat Parisi – Creative Director
Michael Cervelli – Art Director
David Stocker – Managing Director & Head of Strategy
Taylor Martin – General Manager
Cam Burnett – Senior Copywriter
Media Agency: Dentsu Queensland
Emilia Ball – Integrated Partnerships Lead
Josh Flick – Client Director
Harleen Sodhi – Digital Director
Summer Lim – Digital Manager
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