Mackay Isaac Tourism Launches Bold New Drive Campaign: “The Free Spirit Does Whatever, Whenever”

Mackay Isaac Tourism has unveiled its latest destination marketing campaign, The Free Spirit Does Whatever, Whenever — a compelling invitation to free-spirited travellers to explore the untamed beauty, diverse landscapes, and unique culture of the Mackay Isaac region on their own terms.

Running through to the end of October 2025, this integrated campaign is the organisation’s most ambitious to date, rolling out across Meta, YouTube, Google Display & Search, Taboola native advertising, and regional and metropolitan television. The campaign captures the essence of road tripping in Queensland’s most surprising and authentic drive destination.

Developed in collaboration with Destination Store, Fred&Co Digital and Leonards Advertising, and featuring award-winning local photographer Mark Fitz as the official campaign photographer, the campaign brings to life Mackay Isaac’s free-spirited positioning through vivid storytelling, aspirational travel itineraries, and immersive digital content — showcasing the region as the place “where you can do whatever, whenever.”

Mackay Isaac Tourism CEO Jeff Stewart-Harris said the campaign is designed to connect with travellers who value spontaneity, open roads, and new discoveries.

“This is a campaign that speaks to a mindset, not a demographic,” Mr Stewart-Harris said.

“Whether you're a young adventurer, a grey nomad or a solo traveller — we know the desire to explore freely, with or without a fixed plan, lives in all of us. This campaign speaks directly to that free spirit within.

“Even those who like to have some control over their itinerary — to know where they’re going to stay or what they’ll eat — will connect with the bold, liberated tone of this campaign. It’s about reclaiming the joy of travel, whatever that looks like to you.”

New Microsite and Content Suite to Inspire Exploration

At the heart of the campaign is a dedicated microsite — freespiritroadtrips.com.au — offering a one-stop inspiration hub with:

• A fresh suite of road trip itineraries tailored for adventure seekers, nature lovers and culture chasers.
• New blogs highlighting hidden gems and local stories.
• Practical planning tools, regional operator listings, and hot deals to help visitors turn ideas into action.

The campaign has been developed with strong support from Mackay Regional Council and Isaac Regional Council, whose continued investment in tourism marketing helps promote the region’s coast-to-outback appeal.

Mackay Regional Council Mayor Greg Williamson applauded the concept of the campaign and said the Mackay region was the perfect destination for a spontaneous driving holiday.

“In the Mackay region there are about 89,000 hectares of nature conservation area, 2500km of roads, 310km of coastline, 31 beautiful beaches and countless hidden gems in the form of pristine water holes, native wildlife encounters and some of the best views in Australia,” Mayor Williamson said.

“This is a tremendous campaign, because we all know the best adventures happen when you explore outside of the mainstream offerings.

“When you find those remote swimming spots, discover an amazing viewpoint at the end of a bushwalk or stop in at a little country café and try a seasonal offering that blows your taste buds away – those are the things that make a holiday truly memorable.

“And the Mackay region is just brimming with those memories waiting to be discovered.”

Isaac Regional Council Mayor Kelly Vea Vea said the campaign captures the essence of what makes the Isaac region special.

“Our part of the world is built for road trips and real connection. Open roads, open skies and the freedom to explore it all at your own pace. We are proud to support this bold new campaign because it speaks to the freedom and discovery that road-trippers are chasing” Mayor Vea Vea said.

"From the goldfields of Clermont, to Nebo’s historic pub, through to our coastal communities with their unrivalled views, we’ve got stories, characters and landscapes you won’t find anywhere else. It’s not polished, it’s not crowded, and that’s exactly the point.

"Tourism is a growing part of Isaac’s future and campaigns like this one help shine a light on the places that don’t always make the glossy brochures. We’re proud to be part of a region that’s building its visitor economy while staying true to who we are."

Momentum Builds on Visitor Growth

In 2024, the Mackay Isaac region welcomed over 1.2 million visitors, a strong indicator of increasing demand for its diverse experiences and growing tourism profile.

“We believe The Free Spirit Does Whatever, Whenever campaign will not only elevate our profile but also drive measurable outcomes for our visitor economy,” said Mr Stewart-Harris.

“This campaign is unapologetically bold. It has the tone, voice and confidence that resonates in today’s competitive tourism landscape.

“With its balance of freedom and familiarity, nature and culture, solitude and community — Mackay Isaac is ready to be discovered by those who are done with cookie-cutter travel experiences. This is their invitation to do ‘whatever, whenever’.”

Targeting the Drive Market at Its Peak

Timed to align with the winter drive travel season, the campaign is designed to capture the attention of domestic travellers seeking affordable, authentic adventures within reach.

With its rare mix of reef, coast, rainforest and outback, the Mackay Isaac region offers unmatched diversity and the freedom today’s travellers crave.

Get Involved

Local tourism operators are encouraged to get involved by updating their ATDW listings, activating campaign-aligned offers, getting on board with the campaign’s dedicated Partnership Program and sharing content across their own platforms.

“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: Find what vibes you - Promotional Toolkit - June2025.pdf

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