Vaxa has supported the Big Pineapple renewal project since 2017 with diverse communications services to assist the business turnaround of one of Australia’s most famous tourism icons. We have been directly involved in the master planning and approvals phases, securing strong stakeholder support for the redevelopment plans, achieving sustained, excellent media coverage, and assisting the recovery of the Big Pineapple brand. We have also added value through the delivery of a rejuvenated social media strategy. In addition, we led a successful business case proposal to the Queensland Government, securing a multi-million dollar capital grant.

The outcome – the Big Pineapple is positioned for a restored position in the tourism market, with capital investment, new inbound attractions and significant turnaround in brand awareness and visitation.