CASE STUDY
Australia’s Golden Outback
PROJECT
Social media management and paid digital advertising
YEAR
2016 to date
Australia’s Golden Outback is one of Western Australia’s largest tourism regions, spanning vast landscapes, unique towns and unforgettable outback experiences. Wanderlust Communications supports the organisation through strategic digital marketing, managing both paid and organic social media to promote the region to travellers.
THE CHALLENGE
The region covers a huge geographic area with a wide range of destinations and experiences to showcase. The challenge was to create marketing that could capture the spirit of the outback while inspiring travellers to explore beyond the major tourism hotspots
OUR APPROACH
Wanderlust Communications manages both the paid and organic social media strategy for Australia’s Golden Outback, delivering content and campaigns that bring the region’s landscapes, stories and experiences to life.
We also developed the Road Trip Country campaign in 2021, a multi-channel initiative designed to encourage visitors to discover the region by road. The campaign rolled out across social media, digital advertising, print, PR and campaign copy, highlighting the sense of freedom and adventure that defines outback travel.
RESULTS
Through consistent digital marketing and creative campaign development, the region now reaches millions of potential travellers each year. The Road Trip Country campaign continues to inspire visitors to explore Western Australia’s outback and discover the many unique destinations across the region.
Over the last 12 months utilising always on activity as well as seasonal and regional campaign work, Meta advertising has reached over 1.5 million accounts, made 11 million impressions, 1.3 million post engagements and 130,000 clicks through to the website. The Facebook page now has over 117,000 followers and this figure continues to climb at a rapid rate.
With more than 1.3 million impressions and 15,300 conversions through our Google Advertising strategy, we are continuously inspiring travel for locals, intrastate and international tourists and are proud of how far the account has come as well as its possibilities in the future.
“With a thorough understanding of tourism, destinations and the consumer journey, Wanderlust Communications have created and evolved our content marketing strategy, using social media across owned, earned and paid channels to inspire and educate consumers about the region and converting them to visitors. They’re a creative, trusted and reliable partner and I genuinely love working with them.”
Marcus Falconer, CEO, Australia’s Golden Outback