Turning the Tide for a Tourism Icon

Paradox x Coffs Coast Wildlife Sanctuary

Coffs Coast Wildlife Sanctuary, once struggling with an outdated image and post-COVID blues, turned to Paradox for a complete transformation. We rebranded the Sanctuary, shifting perceptions from a tired tourist attraction to a thriving conservation hub. With a fresh name, updated messaging, and a powerful digital strategy, we helped bring the Sanctuary back to life. The results? Memberships soared, spending tripled, and social media engagement went through the roof. Want to know how we made it all happen? Read the full story and see how clever marketing gave conservation the spotlight it deserved.

The Challenge

From Tricks to True Conservation

Once upon a time, a 50 year old tourist icon with an identity crisis (poor thing), it had locals thinking it was just a place for dolphin tricks and cheesy entertainment, not exactly a wildlife rescue and rehab powerhouse. Throw in a post-COVID slump, a PR meltdown with the old owners going into administration, and boom—we had the perfect underdog tale.

New ownership took over, and came to us to shake things up, and plant this brand firmly in the hearts and mind of the community, to give it the love (and funding) that it finally deserved for their amazing conservation work.

It was time to make some noise, or fade into the background. And trust us, we made plenty of noise.

The Solution

A Wildly Successful Rebrand

Time to flip the script. We turned CCWS from a relic of the past into a modern, thriving conservation hub. Here’s how we did it:

Brand Glow-Up: A slick new identity, new name, and messaging that screamed real conservation, no gimmicks.

Digital Domination: A fresh, user-friendly website + a social media overhaul that actually made people care.

Content That Clicks: We hyped up sea turtles, little blue penguins, and sea lions, and set the record straight about animal care at the Sanctuary.

Community Takeover: Strategic partnerships, school programs, and feel-good events that got locals invested.

Media Blitz: We made sure CCWS was everywhere—TV, print, online. The works.

The Results

A Roaring Success

Time to flip the script. We turned CCWS from a relic of the past into a modern, thriving conservation hub. Here’s how we did it:

Membership Boom: More members, more visitors, more dollars in the donation jar.

Spending Tripled: Because who doesn’t want a cute sea turtle plushie?

Sponsorship Wins: Businesses lined up to throw money at conservation.

Social Media on Fire: 10% growth, triple the reach, and record engagement.

National Recognition: CCWS is now a must-visit conservation destination.

The Takeaway

More than just a makeover

This wasn’t just a rebrand—it was a full-blown revolution. CCWS went from “Oh yeah, that old place” to “OMG, have you seen those penguins?!” And thanks to strategic marketing that was actually fun, the Sanctuary isn’t just surviving—it’s thriving.

Because when conservation meets clever marketing, everyone wins—especially the wildlife.

Keen to know more? Reach out using code word ‘splish splash’.