Jetstar | Tourism Townsville Campaign Campaign
Paid Social - Advertising Campaign
Where can you go when you like to relax by the beach, but your partner likes to relax out in nature? Easy - Townsville!
The Approach
Townsville had a perception problem.
Was it an outback adventure town? A tropical escape? A beach holiday?
It was all of the above - which paradoxically made it harder to sell. So we thought… Why choose one kind of holiday, when you can have both?
Drawing on lived experience (touring Far North Queensland) and real local insight, we uncovered Townsville’s superpower: extreme variety in close proximity. Outback adventure one day, white-sand beach the next. That insight became Holiday Both Ways, symbolised by the Askubra — half Akubra, half scuba mask — a visual shorthand for Townsville’s dual personality.
The idea gave Jetstar and Tourism Townsville a single, flexible platform that could appeal to multiple traveller mindsets without splitting the message.
