CASE STUDY
Australia’s North West
Australia's North West engaged Wanderlust Communications to develop the organisation’s 2026/27 Social Media Strategy, providing a clear framework to support destination awareness, trip planning, member promotion and visitor conversion across the Kimberley, Pilbara and Broome regions.
The strategy focused on evolving Australia’s North West’s social media presence from primarily inspirational destination marketing into a more integrated approach that also supports travel planning and visitor decision-making behaviour.
YEAR
2025
PROJECT
Social Media Strategy
THE CHALLENGE
Traveller behaviour across social media continues to rapidly evolve, with platforms increasingly being used as search engines and trip-planning tools rather than purely inspirational channels.
Australia’s North West required a strategy that would continue to inspire travel demand while also helping audiences confidently plan and book trips across one of Western Australia’s largest and most geographically diverse tourism regions. The strategy also needed to support member operators, respond to evolving travel concerns such as fuel messaging, and strengthen the role of social media in driving website traffic and conversions.
With multiple platforms, varying audience demographics and rapidly changing algorithms, the strategy needed to provide practical recommendations tailored to the unique role each channel plays within the visitor journey.
OUR APPROACH
Wanderlust Communications developed a platform-specific social media strategy informed by audience behaviour, tourism trends, content performance analysis and evolving social media platform functionality.
The strategy mapped the full social media conversion journey, from destination discovery through to trip planning, booking and post-travel advocacy.
A strong focus was placed on introducing more practical and saveable content designed to help audiences move from inspiration into active trip planning. This included itinerary carousels, travel guides, accommodation inspiration, road trip content and holiday offers.
The strategy also incorporated recommendations around short-form video, Reels, TikTok trends, Pinterest search behaviour and user-generated content to ensure Australia’s North West remained highly visible and competitive across emerging platform trends.
RESULTS
The completed strategy provided Australia’s North West with a clear and future-focused framework for social media marketing across the region.
The strategy established a stronger balance between inspirational destination storytelling and practical travel planning content, helping position social media as both an awareness and conversion-support tool. It also created a more cohesive approach to platform management, audience targeting and member integration while identifying opportunities to strengthen website traffic, engagement and trip-planning behaviour.
By combining destination marketing expertise with platform-specific digital strategy, the project supports Australia’s North West in continuing to grow awareness of the region while helping travellers move from dreaming about the North West to confidently planning and booking their journey.
