Tablelands Regional Council
A digital campaign to drive visitation.
Campaign creative direction
Landing page design (UX/UI)
Digital visitor guide
Digital banners (HTML5)
Banner development
Social media creative
Led the creative rollout of ‘Touch the Top’, a destination marketing campaign designed to reposition Queensland’s Atherton Tablelands from a drive-through location to a must-stay tourism destination.
Working from an established campaign strategy, I translated the brand vision into a cohesive visual experience across digital, print and outdoor channels. Through immersive imagery, digital storytelling and consistent brand application, the campaign showcased the region’s unique attractions and encouraged deeper visitor engagement.
The result was an integrated campaign ecosystem that brought the destination story to life and strengthened the region’s tourism marketing presence.
Landing Page & Lead Generation
At the heart of the campaign was a strategically designed landing page that served as the destination for all digital activity. Social media, public relations and influencer marketing directed audiences to the platform, where curated content and downloadable travel resources encouraged deeper engagement with the Atherton Tablelands.
The experience was structured around four key visitor interests, local attractions, nature seekers, adventure seekers, and accommodation options, allowing users to discover content tailored to their travel motivations while showcasing the region’s diverse experiences and local operators.
Beyond inspiring visitation, the landing page was designed to capture valuable visitor data throughout the customer journey, generating qualified leads for ongoing marketing initiatives and creating a scalable platform for future destination marketing.
Content Marketing
Supporting the campaign was a suite of strategically developed content designed to inspire travel and drive engagement across multiple digital channels. Social media assets, digital advertising and campaign communications all worked together to reinforce the “Touch the Top” narrative and guide audiences towards the campaign landing page.
A cornerstone of the campaign was the creation of a premium destination guide, developed as a high-value downloadable resource to encourage lead generation. The guide showcased the region’s top nature and adventure experiences, including curated “Top 5” recommendations, suggested itineraries, travel information, accommodation options and local insights. By offering practical, inspirational content, the guide provided genuine value to prospective visitors while encouraging deeper engagement with the destination and supporting ongoing marketing initiatives.
