Past Media Releases

New tourism campaign showcases the Whitsundays' Every Shade of Perfect

16 June 2014

The idyllic tourism experiences of the Whitsundays will be showcased to Australian holidaymakers as a new tourism campaign lights up television screens this week. 

Tourism Minister Jann Stuckey said the Every Shade of Perfect campaign was filmed entirely on a smartphone to illustrate the unrivalled natural beauty of the destination to potential travellers. 

 “The Whitsundays is one of the most stunning destinations in the world.  The Every Shade of Perfect campaign demonstrates its ‘perfection’ by inviting Australians to experience their own perfect Whitsundays escape,” Ms Stuckey said.

“The Every Shade of Perfect campaign will feature on TV in Sydney, Melbourne and Brisbane, online and inflight on Qantas domestic routes throughout June and July. 
“The Queensland Government’s 20-year plan for tourism, Destination Success, outlines the need to preserve and grow the value the domestic market, remembering the many Australians who visit Queensland.”
Tourism and Events Queensland is the first Australian tourism body to film a television commercial entirely on a standard smartphone.

Whitsundays Marketing and Development Limited (WMDL) Chief Executive Officer Danial Rochford said the organisation would work with local tourism operators to further leverage the marketing campaign.
“To coincide with the Every Shade of Perfect campaign WMDL will entice Australians with a range of compelling holiday deals promoted via as part of a Perfect from Every Angle retail push,” Mr Rochford said.
“The offers will complement the Every Shade of Perfect campaign to help maximise the exposure and deliver a real benefit for tourism operators as we work towards our 2020 goals.
“The timing is ideal – while our Southern states shiver into the cold winter months, the Whitsundays is the perfect escape – it is simply Every Shade of Perfect.”

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[ENDS] 16 June 2014

Media Contacts: Minister’s Office - 3719 7240/ 0439 291 268