North Stradbroke Island
The Straddie Whale Trail | North Stradbroke Island
We turned whale season into a family-friendly reason to travel.
Background
North Stradbroke Island (Minjerribah) is one of Australia’s best whale-watching destinations. Most head straight for the lookouts, hoping to spot a breach from the shoreline. But like many regional islands, winter visitation can dip without a strong seasonal driver.
REBORN previously created a brand platform for the Queensland island destination — where a trip becomes tradition — aimed at helping travellers turn one-off visits into long-term holiday rituals. In 2025, we extend that platform with a new winter campaign that gives families a reason to visit now, and to come back again next year.
The Challenge
Straddie’s annual humpback whale migration is a drawcard in its own right, but it lacks a coordinated experience for families. There’s no simple, structured way to explore the island in winter – and no mechanism that connects the wildlife to local businesses or broader tourism activity.
The brief calls for something tangible. A concept that’s easy for families to engage with, rewarding for local operators, and rooted in the landscape and culture of the island.
Our Solution
We created The Straddie Whale Trail – a family-friendly island adventure that runs alongside the winter school holidays and the peak of whale season.
The trail begins with a free booklet handed out on the SeaLink ferry. Families are encouraged to spot whales, koalas and other local wildlife, visit participating businesses, and collect illustrated animal stickers as they go. Sharing a photo or campaign post unlocks each sticker.
Nine stops are featured on the trail, designed to help visitors explore more of the island and give local businesses a low-barrier way to take part in a coordinated tourism push. The format is simple, scalable, and easy to repeat across future seasons.
The Rollout
The campaign launched in late June 2025 and continues throughout the July school holidays.
It’s supported by:
- A custom-designed visual identity and sticker set, developed in collaboration with a local Straddie artist
- Printed collateral across the island – including posters, signage, maps and booklets
- A landing page on stradbrokeisland.com, featuring a real-time UGC feed, trail map, and partner offers
- Paid and organic content across Instagram, Facebook and TikTok, including live whale updates and influencer journeys
- On-ground support from the island’s Chamber of Commerce and participating tourism operators
The Straddie Whale Trail offers families a reason to visit now – and a reason to come back. It builds on the existing brand platform by giving the destination a seasonal story that’s easy to join and easy to share. From the ferry ride to the final sticker stop, it’s a campaign designed to move visitors across the island — and turn a wildlife encounter into a family ritual in the making.
REBORN
Responsibility
Media Strategy
Creative Development
Paid Media Management
Social Media Management
Influencer Management
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