The Whitsundays x Made By Muse
Destination storytelling designed to travel.
The opportunity
For a second year, Tourism Whitsundays partnered with Made By Muse to create a rich, social-first body of destination content across Instagram, TikTok, YouTube and Facebook.
The campaign
Made By Muse brought together Marty Thomas, Haylsa, and Haz & Loz, three travel creators with distinct perspectives and highly engaged communities. Through a mix of destination-led video, carousels, Stories and added-value content, the campaign captured The Whitsundays beyond the postcard, from island adventure and local experiences to the relaxed, wholesome energy of a holiday in the region.
The result was a multi-platform campaign that generated strong reach and engagement, while leaving Tourism Whitsundays with a substantial bank of content and clear, post-by-post performance reporting.
Beyond the brief
The campaign generated meaningful added value, including additional Instagram Reels and carousels, a dedicated YouTube travel video, TikTok and Facebook content, and extensive Story coverage throughout the trip.
Following the campaign, Hayman Island requested access to Marty Thomas’s content library, including 20 images and five B-roll clips, for potential organic and paid use. This extended the value of the work beyond the original social placement.
Made By Muse also provided detailed reporting down to individual post and Story level, giving Tourism Whitsundays clear performance data to share with its operators and partners.
Made By Muse’s role
- Creator strategy and casting
- Talent contracting, management and end-to-end delivery
- Creator briefing and content direction
- Multi-platform distribution across Instagram, TikTok, YouTube and Facebook
- Detailed post-campaign reporting
- Content-library and usage-rights support
The Whitsundays, captured.
From Hill Inlet and Heart Reef to island beaches, Marty Thomas, Haylsa and Haz & Loz brought The Whitsundays to life across Instagram, TikTok, YouTube and Facebook, from island adventure to the relaxed, wholesome energy of a Whitsundays holiday.
Campaign results.
Highlights from the campaign.
“Such a pleasure to work with, and I’m sure we will reach out again for our major campaign next year.”
Rosanagh Gallivan · PR & Social Media Manager, Tourism WhitsundaysA second successful year of partnership with Tourism Whitsundays, pairing three distinct creator voices with destination-led storytelling to generate 2.38M+ tracked views and a substantial, reusable content library.
It demonstrated the value of considered creator casting, clear briefing and reporting detailed enough for Tourism Whitsundays to share directly with its operators and partners.
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