Whitsundays
Client Relationship Since 2005
In September 2005, CumminsNitro was appointed to refresh the ‘Out of the Blue’ campaign for the Whitsundays.
An audit of the brand, the category, current advertising and competitor positioning accompanied with an analysis of consumer insights and global trends enabled us to identify an opportunity for the Whitsundays: “To uncover the mystery of the destination and revitalise the Whitsundays, portraying its depth, scale and vivid personality.”
It was important to retain and refresh the existing ‘Out of the Blue’ campaign however we needed to add a whole new dimension to the communication. We wanted people to understand the Whitsundays is one of the greatest places in the world. The aim of the new Whitsundays campaign was to create stature around the Whitsundays brand and enable people to experience the destination the moment they see the advertising.
So, the fact that there are 74 islands in the Whitsundays became the hook that has been used to talk about the diversity (diversity of experiences, accommodation and value) and scale of the destination. The attributes and benefits of the Whitsundays (including reef, beaches, mainland, relaxation, water based experiences, family activities, connection with partner and so on) can easily be profiled through linkages to this bold statement of fact.
The Whitsundays. 74 Islands out of the blue.
The line keeps the continuity with the existing ‘Out of the Blue’ campaign, but refreshes the message in a new and relevant way with a tone that is fun, fresh, direct, Australian, with a touch of wit and humour.
The campaign was launched using online placements, metropolitan press insertions and full page colour advertisements in glossy magazines such as Australian Gourmet Traveller, Donna Hay, Men’s Health and Marie Claire.
The campaign has achieved exceptional results with brand tracking illustrating increases in brand awareness, consideration and advertising recognition. Online tracking has illustrated new records in unique web site visits, and consumer direct links to tourism operators.
On the back of this success, the local industry has invested heavily in support of the campaign which confirms its contribution to the local region and Queensland in general.
Our relationship with Tourism Queensland and regional Queensland tourism bodies continues to go from strength to strength with CumminsNitro recently appointed to evolve the Sunshine Coast and Tropical North Queensland brands.
bring the magic of the destination to life
The evolution of The Whitsundays campaign for Tourism Queensland continues with the opportunity to ‘bring the magic of the destination to life’ in a television campaign.
If there is any region in Australia that can own desirable style with true international stature it’s The Whitsundays. The holiday destination competes with well recognised island destinations of awe inspiring beauty…. Tahiti, Seychelles, Maldives, Cook Islands, etc. We needed to create a stature around The Whitsundays brand that elevated the region beyond other Australian regions and past international alternatives. We want people to understand that the Whitsundays is one of the greatest places in the world.
For TV we sought to stir emotions and use the power of the medium to its greatest effect. We capture the grandeur of the islands and feature our ‘74’ numbers in situ. Our desire is to create captivating images that only belong to The Whitsundays. We communicate the large natural attributes (the blue water, the Great Barrier Reef, the islands) and we also feature relaxation, food, pampering and romance. Most of all we create an international flavour that positions the Whitsundays as a truly world-class destination. The look and feel of the TVC is one of tremendous style and sexiness. This is blatantly intended. It has a strong fashion appeal. The Whitsundays is a seductive sensual experience. This commercial captures that. And then some.
The TVC is supported by strong online activity and will flow into outdoor and press in the coming months. In addition to this campaign, we created a combined TVC for Tourism Queensland and Virgin Blue. During February and March a number of co-operative TVCs will run, which will maximise the value of their marketing efforts.
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