CASE STUDY
Australia’s North West
CAMPAIGN
Social Media Strategy and Management
YEAR
2021 - date
Australia’s North West represents one of Western Australia’s most iconic tourism regions, spanning the Pilbara, Broome and the Kimberley and showcasing extraordinary landscapes, cultural experiences and adventure travel opportunities. Wanderlust Communications supports the organisation through a comprehensive content marketing and social media strategy designed to grow awareness of the region and inspire travellers to explore.
THE CHALLENGE
With such a vast and diverse region to promote, Australia’s North West needed a coordinated social media strategy that could consistently showcase its destinations, experiences and tourism operators across multiple platforms. The challenge was to maintain a strong and engaging digital presence while highlighting seasonal experiences, regional events and the many unique stories from across the region.
OUR APPROACH
Wanderlust Communications developed and executes a comprehensive content marketing strategy across Facebook, Instagram, TikTok and Pinterest.
Our work includes developing an annual content strategy aligned with the organisation’s marketing goals, as well as detailed monthly content plans that highlight seasonal experiences, tourism operators and key events across the region. We create and edit short-form video content for Reels and TikTok, craft engaging captions and overlays, and curate content that reflects the unique personality of the region. Alongside content creation, we manage all community engagement across the platforms, monitoring and responding to comments and messages to maintain an active and welcoming online presence. Regular performance reporting and strategy meetings ensure that content continues to evolve, with insights and platform trends informing new ideas and opportunities.
RESULTS
Through a consistent and strategic approach to social media marketing, Australia’s North West maintains a strong digital presence that reaches and inspires travellers across Australia and beyond.
In 2025 alone, content generated more than 16 million views, reaching over 6.5 million accounts and driving 92,000 content interactions alongside 88,000 link clicks, all while maintaining an above-average engagement rate of 4.8% on Facebook.
On Instagram, the strategy delivered over 3 million views, reaching more than 607,000 users and generating 121,000 content interactions, with 66,000 engaged accounts and 19,000 website clicks.
TikTok content achieved 1.7 million video views and reached 1.5 million users, alongside strong engagement including 122,000 likes, 3,700 comments and 27,000 shares.
Pinterest also played a key role in discovery, delivering over 325,000 impressions, 15,600 engagements and 4,100 saves, supporting long-term content visibility and travel inspiration.
