From Clicks to Heads in Beds. Mackay Isaac's Free Spirit Campaign Delivers Big Results

When Mackay Isaac Tourism launched its bold Free Spirit campaign in June this year, the goal was clear: redefine the region as a destination for freedom, spontaneity, and authentic adventure.

Today, after four months of activity, the results speak for themselves and set the stage for an exciting new era of always-on domestic marketing.

The campaign, built around the mantra “Do Whatever, Whenever”, invited travellers to embrace the joy of discovery across Mackay Isaac's coast-to-convenient outback landscapes. Through vivid storytelling, aspirational itineraries, and immersive digital content, Free Spirit positioned the region as Queensland's most surprising drive destination where travellers can explore on their own terms.

Phase One Results at a Glance

• 16.1 million impressions across Meta, Google, YouTube, Native, and TV
• 9.07 million TV impacts via Seven Network
• 64,500 click-throughs to freespiritroadtrips.com and mackayisaac.com
• 484 new consumer subscribers added to the database
• 894 operator leads generated from campaign deals
• Website homepage views up 612% year-on-year

Mackay Isaac Tourism CEO Jeff Stewart-Harris said these results prove we've started shifting the dial for the region.

“People aren't just passing through, they're actively seeking out Mackay Isaac experiences”, Mr Stewart-Harris said.

“With the strategic and creative minds at Destination Store powering this campaign, we set out to deliver something bold. A campaign that speaks to a mindset, not a demographic. And the results show it's working.

“This campaign proves that with creativity and strategy, even a modest budget can deliver big results”.

Isaac Regional Council Mayor Kelly Vea Vea said Issac offers visitors the chance to wander through vast ancient landscapes, experience unique local events and connect with authentic regional stories.

“The Isaac Region spans 58,709 square kilometres, almost the same size as Tasmania”, Mayor Vea Vea said.

“From the St Lawrence Wetlands Weekend to the Nebo Street Party and the Wombat Festival, our calendar reflects the character and diversity of our towns.

“More visitors mean more local spend, stronger businesses and more opportunities for our communities.

“From the coast to the coalfields, this campaign is helping turn interest into real economic benefit right across the region.”

What's Next?

With momentum on side, Mackay Isaac Tourism are ready to take the next step. Free Spirit 2.0, launched in November, will build on these incredible results to drive even greater visibility, visitation, and engagement.

This next chapter, The Free Spirit Does Events with Life's Vibes, is a bold evolution that positions our region as the go-to destination for vibrant, year-round events.

“We're excited to keep the momentum going and showcase Mackay Isaac as a destination full of adventure, connection, and unforgettable experiences under the Free Spirit banner all year round”, Mr Stewart-Harris added.

“From sing-and-dance-like-no-one's-watching festivals to outback-action rodeos, saucy dagwood-dog country shows, fishing comps, and foodie feasts, this chapter celebrates the vibrant events that define our region.

“Without a full destination rebrand, we've redefined our identity.

“Mackay Isaac is now the destination for the Free Spirit traveller, and we've done it with authenticity, creativity, and courage”.

How Campaign Results Translate to Destination Growth

The success of Free Spirit isn't just measured in impressions and clicks; it's driving real impact for Mackay Isaac's visitor economy.

“Over the same four-month period, we've seen significant growth across key performance indicators1”, Mr Jeff-Stewart said.

• Average Daily Rate (ADR): $232.75 (+9.55% over 4 months)
• Occupancy Rates: Average 75.5% (-7.69% reflecting slight seasonal dip)
• Flight Searches: average 18,740 (+15.88%)
• Overnight Visitors: Average 79,692 (+18.43%)

“These metrics confirm that the campaign is not only building awareness but converting interest into tangible economic outcomes, from more heads in beds to stronger demand for flights and experiences.

“This momentum reinforces Mackay Isaac's position as a destination of choice for travellers seeking freedom, spontaneity, and authentic adventure”

Get Involved

Local tourism operators, media outlets and freelancers are encouraged to get involved by downloading the campaign's promotional toolkit.

“We're inviting locals and industry partners to embrace the campaign and amplify our region's voice across Queensland and beyond,” Mr Stewart-Harris added.

Download the campaign promotional toolkit for more information and opportunities to get involved: Free Spirit - Promotional Toolkit - November.pdf

View the campaign TVCs here: Hero Videos

Partnership at Its Best

The success of Free Spirit is a testament to the power of collaboration. This campaign was brought to life through the creativity and expertise of our marketing and advertising partners.

“A heartfelt thank you to Destination Store, Fred&Co Digital, Leonards Advertising, and local award-winning photographer Mark Fitz, whose vision and storytelling underpinned this campaigns success”, Mr Stewart-Harris said.

“Their strategic thinking and creative execution have been instrumental in redefining Mackay Isaac's identity and delivering results that exceeded expectations.”

Reflecting on the campaign's impact, Destination Store's Head of Digital Experience Ben Andrews said:

“Free Spirit has given the region's personality room to shine, and audiences are responding in a way that goes beyond awareness”, Mr Andrews said.

“Travellers are feeling a real spark of connection with Mackay Isaac.”

[ENDS]

1 Localis and Queensland Tourism Industry Council Mackay Snapshots: July 2025, August 2025, September 2025 and October 2025.

Images

Image one: Exploring Clermont
Image two: Keswick Island Snorkelling
Image three: Legends on the Lawn
Image four: BMA Mackay Marina Run

Media Enquiries

For media inquiries, please contact:

Mackay Isaac Tourism
Emmagen Mula
Manager - Tourism Operations and Development
0412461290
mtod@mackayisaac.com