Ningaloo Coral BayEnhancing the global tourist experience

Ningaloo Coral Bay Brand Strategy Featured


Coral Bay is the only place in the world where the Ningaloo Reef comes ashore. Part of the UNESCO World Heritage Centre, it’s an oasis on the edge of the outback and the management team are keenly aware of their responsibility to this pristine environment.

Despite being so well regarded, many visitors – especially international ones – search for ‘Ningaloo’ then visit Exmouth instead, as it ranked higher and was more well known.

We were tasked with mapping the global visitor experience from initial search query to arrival at the Bay, then creating a strategy, digital tools and positioning that reflected the unique experiences they offer.


After a visit to Coral Bay as part of our Discovery process, we had a visceral understanding of the powerful impact offered by being so close to the Ningaloo Reef.

The excitement of experiencing one of the true natural wonders of the world combines beautifully with the laid-back charm and ‘take your shoes off’ feeling of the Bay.


Our strategic approach unified the digital and physical journeys and experiences of visitors as well as including renaming, repositioning and rebranding the site to Ningaloo Coral Bay.

With a photographer commissioned to live on-site and capture the sense of wonder created ‘Where the reef meets the beach’, along with a live Instagram feed of daily wonders, our new strategy is beginning to express the unique experiences created.

And it doesn’t stop there. We’ve been working with the leadership team to redesign everything from international communications to wayfinding, brand messaging and communication assets – the new responsive website was built, allowing us to create a seamless user experience and payment integration process which is now welcoming thousands of visitors a week.

“Excellent work guys, we can see the difference already.”
Alistair Brogan, CEO Ningaloo Coral Bay
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