THE THREE holiday parks owned and managed by council are set to receive a complete rebranding, in order to increase occupancy and grow revenue.
Council currently operates three holiday parks under separate branding – the Wangaratta Caravan Park, in Bowen, the Lake Proserpine Campgrounds, and the Proserpine Tourist Park.
Council is aligning all three together under the one brand of Whitsunday Holiday Parks.
This will allow for a more ‘commercial, external-facing entity, that should be expected to fulfill the business unit priorities of increased occupancy, revenue and commercial returns’.
The proposal to endorse the alignment of council owned and managed holiday parks under the brand Whitsunday Holiday Parks was carried 7-0, at the June 26 Ordinary Council Meeting.
Wangaratta Caravan Park, Proserpine Tourist Park and Lake Proserpine Campground were consolidated under the management of the Commercial Businesses Directorate, on October 1, 2023, to ensure long-term growth and expansion, identified as a key priority for the facilities.
As part of the proposed brand implementation, a modern Whitsunday Holiday Parks website, with direct and online travel agent reservation interfacing, will be implemented.
The unified group branding will lead to growth and increased occupancy, through group marketing opportunities, internal cross-marketing and referrals between parks, according to council officers.
New proposed logos have been developed to reflect a ‘clean, modern and timeless’ look that includes colours that represent each of the locations within the region, enhancing the overall appeal of the holiday parks.
A full brand Style Guide for Whitsunday Holiday Parks will also be developed including logo and logo guide, colour palette, typography and signage design.
The new Whitsunday Holiday Parks website is currently in the build stage with a view to going live early in the new financial year.
The rebranding cost has been allocated for within the 2024/25 Commercial Businesses Directorate Holiday Parks Budget.
