CASE STUDY
East Kimberley Marketing Group
The East Kimberley Marketing Group and Kununurra Visitor Centre partnered to deliver the “Book the Dream” campaign, designed to position the East Kimberley as one of Australia’s ultimate bucket-list travel destinations. Wanderlust Communications developed and executed the campaign to inspire Australians to prioritise an East Kimberley holiday over other domestic destinations and even international travel.
YEAR
2024
CAMPAIGN
Book the Dream
THE CHALLENGE
The East Kimberley is one of Australia’s most spectacular yet remote tourism regions. While the destination offers iconic landscapes and once-in-a-lifetime experiences, it competes with both other Australian destinations and international travel options.
The challenge was to create a campaign that would capture the imagination of travellers, showcase the region’s aspirational adventures and encourage visitors to stay longer and spend more while exploring the Kimberley.
OUR APPROACH
Wanderlust Communications delivered the “Book the Dream” campaign as a fully integrated destination marketing campaign. The campaign showcased the East Kimberley’s iconic landscapes and experiences across a mix of paid digital advertising, organic social media, print and television advertising, PR activity and a native content partnership with PerthNow. We also developed and managed a competition designed to grow the destination’s marketing database and capture new leads.
The campaign aligned with Tourism Western Australia’s global destination messaging, positioning the East Kimberley as a world-class travel experience for Australian audiences.
RESULTS
The campaign delivered strong results across multiple channels, significantly increasing awareness of the East Kimberley and inspiring travellers to consider the destination for their next adventure.
Across paid and organic channels, the campaign generated over 10 million impressions, including 5.7 million through Google Ads and 4.2 million via Meta advertising, alongside strong engagement across social media with 1.2 million Facebook impressions and more than 43,000 engagements.
The campaign also drove significant traffic and conversions, generating over 53,000 clicks via Google Ads, 58,000 website page views and more than 37,000 conversions, while website users increased by 401% and engaged sessions grew by 185%.
A key success of the campaign was database growth, with the competition generating 7,863 new entries, alongside strong performance from native content partnerships, including 94,000+ reach and 1,600+ link clicks via PerthNow.
Through a fully integrated approach spanning digital, PR, print and broadcast, the campaign helped position the East Kimberley as one of Australia’s most aspirational travel destinations.
“I just wanted to touch base and say thank you for all your work with the campaign. I really enjoyed working with you both and hope to work again with you in the future!”
Rosie Duffy, Chair, East Kimberley Marketing Group