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In the sea of competition, it’s never been tougher for tourism destinations to stand out amongst the vast array of options to travellers. Yes, even in paradise, there’s trouble. 


So, to cut through and drive domestic tourism back to an iconic destination, we reminded Aussies about the beating heart of the Great Barrier Reef, The Whitsundays. To do this, we needed a brand persona befitting its stunning looks, with a personality that’s as naturally iconic as the destination itself. 


Because the truth is, some places have to spend millions to build their icons. The Whitsundays on the other hand, was born with them.

Hitting the right note.

We turned the perception of ageing on its head, and celebrated the fact that with ACH Group, the client stays in control of their life, their likes and their destiny. 'Being yourself never gets old' was the manifestation of that idea, and became the platform from which the campaign would evolve.

It’s good to be you.

We turned the perception of ageing on its head, and celebrated the fact that with ACH Group, the client stays in control of their life, their likes and their destiny. 'Being yourself never gets old' was the manifestation of that idea, and became the platform from which the campaign would evolve.

It’s good to be you.

We turned the perception of ageing on its head, and celebrated the fact that with ACH Group, the client stays in control of their life, their likes and their destiny. 'Being yourself never gets old' was the manifestation of that idea, and became the platform from which the campaign would evolve.

It’s good to be you.

In the sea of competition, it’s never been tougher for tourism destinations to stand out amongst the vast array of options to travellers. Yes, even in paradise, there’s trouble. 

So, to cut through and drive domestic tourism back to an iconic destination, we reminded Aussies about the beating heart of the Great Barrier Reef, The Whitsundays. To do this, we needed a brand persona befitting its stunning looks, with a personality that’s as naturally iconic as the destination itself. 

Because the truth is, some places have to spend millions to build their icons. The Whitsundays on the other hand, was born with them.