WORK
IDEAS
Whitsundays
Challenge
In the sea of competition, it’s never been tougher for tourism destinations to stand out. Yes, even in paradise, there’s trouble.When every destination is selling pristine beaches, crystal-clear water and postcard-perfect views, looking beautiful simply isn’t enough anymore. We needed to give Australians a reason to notice The Whitsundays again, not just admire another pretty picture of it.
Strategy
Today’s relentless beauty standards spare no-one. Turns out even if you’re a stunning region packed with tropical islands, white sandy beaches and crystal-clear waters, perfection can start to look pretty familiar.But The Whitsundays had something most destinations would spend millions trying to create: icons people already knew. So rather than simply showing how beautiful the destination was, we gave those famous looks a personality to match.
Becuase some places have to create their icons. The Whitsundays was born with them.
Idea
We created Naturally Iconic, a new platform for a destination that already was.The campaign paired The Whitsundays’ unmistakable natural assets with a witty, irreverent tone of voice, celebrating its looks, uniqueness and status with an equally unmistakable Australian sense of humour.
Because if you’re going to look that iconic, you may as well act like it too.