Chief Icon Officer' Role as Part of Major Campaign

Tourism Whitsundays Launches 'Chief Icon Officer' Role as Part of Major 2026 Brand Campaign

MEDIA RELEASE - 22 APRIL 2026

The Whitsundays destination management organisation is calling for an iconic individual to audit the region's most legendary experiences and share it with the world.

Tourism Whitsundays (TW) has launched its most ambitious brand campaign to date, and at the heart of it is a job offer unlike any other, the role of Chief Icon Officer.

The Role
Tourism Whitsundays is recruiting a Chief Icon Officer for a 10-day contract between May and July 2026, tasked with conducting an end-to-end audit of what makes The Whitsundays so iconic. The successful candidate will explore the Great Barrier Reef, Whitehaven Beach, Heart Reef and the 74 Islands, by air, by sea and on land, and document their experience for their audience across TikTok and Instagram.

The Chief Icon Officer can also appoint a Chief Icon Assistant to join them for the full 10 days. Together, the pair will receive domestic flights, 10 nights’ accommodation, a food and refreshment allowance and access to a full schedule of tours and experiences, a package valued at approximately $10,000.

Applications close 8 May 2026.

The 2026 Campaign
The Chief Icon Officer is part of TW’s Major 2026 Campaign, building on the 'Naturally Iconic' brand platform launched last year, and will run from Monday 23 March to Monday 15 June 2026. The campaign will target key markets of Melbourne, Sydney, Brisbane and the Gold Coast, with secondary activity across Regional North Queensland. The Chief Icon Officer activation sits at the centre of their awareness and conversion strategy, designed to drive travel consideration and bookings across core audience segments; romance-chasers, family memory-makers, getaway-needers and adventure seekers.

The campaign is being delivered entirely in-house by the TW team, with outdoor activity supported through a partnership with Bishopp, including billboard placements across Queensland.

Tourism Whitsundays' member businesses are already engaged and activated as part of the broader campaign, ensuring the Chief Icon Officer's itinerary reflects the full breadth of what the destination has to offer, from world-class dining and accommodation to adventure experiences on the reef and beyond.

Tim Booth, CEO, Tourism Whitsundays, said:
"The Whitsundays is one of Australia's most naturally iconic destinations and this campaign is about letting that speak for itself through the eyes of someone who lives and breathes iconic energy.

“The Chief Icon Officer activation is a bold, creative way to put The Whitsundays in front of millions of Australians and inspire them to experience it for themselves. We can't wait to see who puts their hand up."

Applications are open now at www.tourismwhitsundays.com.au/chief-icon-officer

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About Tourism Whitsundays: Tourism Whitsundays (TW) is the organisation responsible for destination marketing and visitor attraction for the Whitsunday region. It is the lead agency recognised by Tourism and Events Queensland and the Whitsunday Regional Council to lead the promotion of the region as a tourism destination. Tourism Whitsundays markets all aspects of the region including the Great Barrier Reef, Whitsunday Islands and Coast, accommodation, boating and sailing, fishing, touring, recreational activities, adventure, dining, shopping, weddings and honeymoons, conferencing and business events.