The problem we had to solve.
The Big Pineapple, a cherished Sunshine Coast icon, faced the challenge of evolving its brand and digital presence to appeal to a new generation while honouring its rich heritage. Its existing online narrative didn't fully capture the ongoing revitalisation efforts or the expanded range of contemporary, nature-based attractions. This limited its ability to attract new visitors and event organisers to the reimagined destination.
How we approached it.
Morningstar Digital developed a new digital strategy focused on showcasing The Big Pineapple's transformation from a nostalgic landmark to a premier, multipurpose destination. This included [a refreshed website design, targeted content marketing campaigns highlighting new attractions, and robust SEO to improve local and national search visibility. The goal was to articulate its commitment to sustainable, contemporary entertainment and its expanded offerings.
The numbers behind the launch.
+50%
Page Speed Improvement
+25%
Page Speed Improvement
The Big Pineapple now communicates its revitalisation, attracting a broader audience and reinforcing its position as a key regional tourism hub. The enhanced online presence effectively highlighted new attractions and event capabilities, leading to increased visitor engagement and bookings. This ensured the iconic destination continues to thrive, blending heritage with innovation for future generations.
