Cyclone Debbie Recovery: Tourism Australia

Following the devastating Cyclone Debbie in the Whitsundays region, Tourism Australia tasked Buzz Group to help educate consumers about the Whitsundays region, while reinforcing that this beautiful destination was open for business and leisure.

Our aim was to position the region as a premium and desirable holiday destination for high-value travellers. After extensive research, we carefully selected high-profile celebrities with strong Australian connections and global appeal.

We negotiated and secured three key celebrities to visit The Great Barrier Reef and stay at Qualia Resort on Hamilton Island, right in the heart of the Whitsundays. Celebrities included Kelly Rowland (8 million followers), Paris Jackson (3.4 million followers) and Isabela Moner (1.4 million followers).

All hands were on deck for the duration of each celebrity’s stay, to ensure their trip went smoothly — from start to finish. As a result, the total social reach was over 12.8 million.

  • Talent Negotiation & Management
  • Influencer Program
  • Social Media