After 12 months of extensive community and global consumer research, workshops, online surveys and development, Tourism Whitsundays together with the Whitsunday Regional Council has unveiled its new destination brand.
Replacing the previous ’74 Island Wonders’, the new brand places the destination at the heart of the Great Barrier Reef.
“When we embarked on this journey one of the priorities was developing a destination brand that would unite all aspects of our wonderfully diverse region,” said Tourism Whitsundays CEO Tash Wheeler.
“We have launched something that all corners of the region can feel a part of, but also packs a punch in key domestic and international markets.
“We’re thankful to be working with a such a supportive Council that recognised the need for a new brand direction for The Whitsundays.”
Through the research it was identified that The Whitsundays community see the region as the heart of many things, adventure, sailing, island escapes, events, agriculture, history, beaches with the standout being The Heart of the Great Barrier Reef.
“The Great Barrier Reef is truly one of the world’s natural wonders, it’s a great drawcard for domestic and international visitation and this brand gives The Whitsundays the opportunity to really celebrate and own that we are The Heart of the Great Barrier Reef,” said Wheeler.
“And to showcase what measures the industry and region are taking in sustainable tourism. The new branding allows us to take that title.”
The new branding direction encompasses the heart of all the diverse townships from Airlie Beach, Bowen, Collinsville, Islands and Proserpine.
“The Whitsunday Islands offer the very best of what Australia has to experience and some of the most pristine natural landscapes in the world,” said Glenn Bourke, CEO of Hamilton Island.
“In addition to the wide array of water and land-based activities available throughout the region, visiting the Great Barrier Reef remains synonymous with a holiday to the Whitsundays. Hamilton Island is delighted to see such a pivotal part of the Whitsundays incorporated into the new regional brand.”