We partnered with Destination Phillip Island and Phillip Island Nature Parks to uplift the island’s national visibility and strengthen its position as a year-round Victorian destination. Our remit covered strategic PR, media relations, famils, content partnerships and stakeholder alignment, with a focus on showcasing wildlife experiences, new attractions, events, accommodations and evolving visitor offerings.

Working across multiple seasons, we developed and delivered a full annual PR program that combined proactive pitching, reactive media management, campaign coordination and regular industry engagement. This included building bespoke media lists, crafting monthly reporting and coverage logs, and hosting high-impact famils that brought leading journalists, broadcasters and digital creators to the island. The launch of the redeveloped Nature Parks attractions, including the penguin colony, education centre and Seal Rocks precinct, became core storytelling moments and generated significant broadcast and print coverage.

The program delivered consistent, high-value editorial exposure across travel, lifestyle and broadcast media, deepened relationships with national outlets and met agreed KPIs for reach, visitation interest and stakeholder engagement. Over three years, the work helped elevate Phillip Island as a compelling Victorian destination, increasing coverage momentum and strengthening the island’s appeal among domestic travellers.