CASE STUDY
City of Armadale
City of Armadale engaged Wanderlust Communications to develop a destination marketing and tourism strategy designed to strengthen the positioning of the Perth Hills Armadale region and support visitation growth.
The strategy focused on identifying opportunities to better showcase the region’s natural experiences, seasonal appeal, trails, events and local stories, while creating a clear direction for future tourism marketing activity.
YEAR
2025
PROJECT
Destination Marketing Strategy
THE CHALLENGE
The City of Armadale was looking to refine and strengthen its tourism positioning within an increasingly competitive visitor market. A key challenge was balancing local identity with broader destination appeal, while ensuring the region stood out as an accessible and experience-led destination within the Perth Hills.
There was also a need to create a more cohesive tourism marketing approach that aligned stakeholders, prioritised key experiences and provided practical recommendations that could realistically be implemented by the organisation and its partners.
The strategy needed to consider visitor behaviour, seasonal opportunities, industry collaboration and the evolving role of digital marketing in destination discovery and trip planning.
OUR APPROACH
Wanderlust Communications delivered a comprehensive destination marketing strategy informed by stakeholder consultation, tourism trends, audience insights and destination analysis.
Our approach focused on identifying the experiences and stories most likely to resonate with visitors, including trails, nature-based experiences, seasonal travel, arts and culture, food experiences and local events. Particular emphasis was placed on strengthening the Perth Hills positioning and shifting towards more experience-led marketing that highlights what visitors can see and do throughout the region.
The strategy included recommendations across brand positioning, content themes, campaign direction, digital marketing opportunities, partnerships and visitor-focused storytelling. We also developed practical implementation recommendations to help guide future marketing activity and support long-term destination growth.
Throughout the project, we worked collaboratively with the City of Armadale team to ensure the strategy reflected both the region’s tourism potential and the practical realities of local government delivery.
RESULTS
The completed tourism strategy provided the City of Armadale with a clear and actionable framework for future destination marketing activity and visitor promotion.
The strategy established stronger positioning around the Perth Hills experience and identified opportunities to better leverage seasonal storytelling, trails, events and nature-based experiences to drive visitation and awareness. It also helped create greater alignment around the region’s tourism direction and provided practical recommendations to support future campaigns, partnerships and content development.
By combining strategic tourism insights with realistic implementation planning, the strategy supports the City of Armadale in continuing to strengthen its profile as a close-to-home visitor destination within the Perth Hills region.
