Tourism Whitsundays unveils ‘Naturally Iconic’ brand and campaign to reignite travel demand

Tourism Whitsundays has launched a new brand platform, Naturally Iconic, aiming to elevate the region’s identity and deepen emotional connections with the next generation of travellers.

Backed by a national campaign and a creative refresh by Simple (Adelaide), the platform champions the effortless charm and world-class natural beauty of the Whitsundays.

At the centre of the rollout is a fresh brand identity designed to reflect the region’s laid-back luxury and adventure appeal. The updated look features a vibrant, reef-inspired colour palette and visual elements that nod to iconic natural landmarks like Heart Reef and Whitehaven Beach.

Brand pillars such as Mainland Experiences, Island Life, Natural Icons and Dynamic Adventures anchor the strategy, offering a flexible framework for storytelling across seasons and touchpoints.

The campaign’s media strategy, led by dentsu Queensland, spans out-of-home, digital, social and search, with placements targeting high-intent travellers across key leisure corridors. Large-format and mobile billboards, dynamic social ads on TikTok and Meta and high-impact display units are all designed to inspire booking decisions.

“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,” Tim Booth, CEO of Tourism Whitsundays, said.

“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.”

David Stocker, managing director at Simple, said bringing the Naturally Iconic platform to life was about capturing relaxed, unbuttoned charm.

“Some places build their icons... but we realised The Whitsundays’ icons weren’t built - they’ve always been.”

Rolling out across May and June, the campaign will spotlight key experiences such as island-hopping, snorkelling, sailing, and laid-back mainland exploration. With interest in nature-based and purpose-driven travel on the rise, Naturally Iconic aims to position The Whitsundays not just as a place to unwind, but to reconnect, with nature, with people and with self.