Noosa Council is the local government authority responsible for managing and protecting one of Australia’s most beautiful and vibrant regions. Known for its stunning beaches, lush hinterlands, and thriving community spirit, Noosa is a world-renowned destination that balances tourism with environmental care and quality of life for residents. To ensure sustainable growth and preserve its unique character, Noosa Council developed the draft Destination Management Plan (DMP), a strategic roadmap designed to guide the future of tourism in the region.

The challenge

Noosa Council faced the tough task of reigniting community engagement for Phase 2 of the Destination Management Plan consultation. After a long pause following Phase 1, many residents had lost sight of the plan’s true purpose. Misinformation crept in, causing confusion and scepticism. The council also needed to reach a wide and diverse audience, especially younger people and quieter voices who hadn’t engaged much before. The challenge was clear: re-educate the community, rebuild trust, and drive traffic, from the often-unrepresented parts of the community, to the council’s Have Your Say page to complete the Phase 2 DMP survey. (400 unique responses required for statistical validity)

The solution

To reconnect Noosa’s community with the Destination Management Plan we designed a bold and creative social-first campaign. At its centre was a heartfelt 3 min landing page video featuring real Noosa voices, including the Mayor and Kabi Kabi elders, extended across social and paid channels with a 1-minute cutdown.

To inspire the community to get involved, we gave everyday Noosans a platform through authentic vox-pop interviews, supported by sharp and relatable educational tiles, and inventive engagement ideas like sand art activations, humorous storytelling.

Influencer partnerships with four local creators helped extend the campaign into trusted community and lifestyle spaces, encouraging survey participation through authentic, peer-led content.

Content was strategically distributed across Facebook, Instagram and TikTok, with 14 organic posts tailored to different audience groups. To further drive engagement, we launched 10 targeted Meta Ads directing traffic to the ‘Have Your Say’ page.

Behind the scenes, we maintained close collaboration with Noosa Council, adjusting tactics in real-time to keep momentum strong and the conversation flowing.

The impact

The results spoke for themselves. We didn’t just meet the target of 400 unique responses, we more than doubled it, attracting a wave of feedback from younger and quieter voices who hadn’t spoken up before, along with additional written submissions from engaged locals. This wider engagement was key to building strong support for the Destination Management Plan’s vision.

Our campaign played a vital role in rebuilding trust, clearing up confusion caused by earlier delays, and bringing the community together ‘for the love of Noosa’. This was more than a win for the Council; it was a win for the people who call Noosa Shire home.