Wonders of the Whitsundays tourism campaign promotes Great Barrier Reef experiences to domestic markets

Business operators buoyed after $1bn investment in Great Barrier Reef protection hope promoting the ‘heart of the reef’ to domestic tourists will make for strong visitor numbers beyond peak season.

Whitsunday tourism operators have thrown their support behind a $1 million marketing campaign in the hopes of luring more southerners to explore the wonders of the Great Barrier Reef.

Following last week’s $1 billion federal government funding pledge to support the health of the reef, Tourism Whitsundays has launched its fourth annual ‘Wonders of The Whitsundays’ advertising initiative, designed to drive conversion through the low season and need period for industry.

Key local operators including Red Cat Adventures, Hamilton Island Enterprises, and Big4 Adventure Whitsunday Resort have signed on as partners in the promotional push, which will target New South Wales, Victoria and Queensland markets, and run across out of home, television and cinema, Spotify, content partnerships and social, digital and search.

Tourism Whitsundays chief executive officer Rick Hamilton said the previous Wonders of The Whitsundays campaign delivered more than $12 million in sales to operators and believed the campaign would continue to inspire holiday-makers to the region.

“As we embark on our fourth iteration we are certain that we will be able to build on that success and the Whitsundays will continue to be reinforced as the holiday hot spot for Australians,” Mr Hamilton said.

Cruise Whitsundays general manager Lee Newton – whose company runs day trips as well as the famous Reefsuite and Reefsleep overnight experiences – said the promotion was crucial to the building brand awareness for the Whitsunday region and was a key element of the company’s annual marketing calendar.

“In the current climate, tourism businesses need to invest in activity that will see a strong return on investment and we firmly believe that will be achieved through this campaign,” Mr Newton said.

Groups including GoBareboating are supporting the campaign. Picture: Supplied

Whitsundays destination ambassador, recording artist, and the original Australian ‘voice of Siri’ Karen Jacobsen was thrilled to feature in the campaign for the third time.

“The campaign is a creative and unique way to promote our stunning region, and using a voice that’s so recognisable,” Ms Jacobsen said.

“It’s fun to navigate radio listeners with the advice and invitation to, ‘Take advantage of the incredible deals and experience the Wonders of The Whitsundays today’.”

The campaign, which will run until late March, received grant funding from the Australian government under the Recovery for Regional Tourism program, an initiative of the $1 billion Covid-19 Relief and Recovery Fund, as well as funding from the Queensland government through Tourism and Events Queensland.

Businesses participating in the Tourism Whitsundays campaign have welcomed the federal government’s $1 billion funding commitment as a “pivotal” step for their long-term sustainability.

Mr Newton at Cruise Whitsundays – the region’s largest marine tourism operator – said it was “a great honour and privilege to showcase the world heritage listed Great Barrier Reef to global guests daily” and that the landmark investment would “ensure future generations will be able to experience this unique natural wonder and ecosystem for many years to come”.

Hamilton Island CEO Glenn Bourke agreed the announcement was “wonderful news as the Great Barrier Reef is the lifeblood of tourism up and down the coast of Queensland”.

“The Great Barrier Reef is so important to biodiversity, our own carbon footprint, and the heath of the entire planet, as it’s the largest living organism on earth,” Mr Bourke said.