CASE STUDY
Perth Wildlife Encounters
Perth Wildlife Encounters engaged Wanderlust Communications to develop a comprehensive destination marketing strategy focused on repositioning the Shoalwater Islands Marine Sanctuary as one of Western Australia’s leading nature and wildlife experiences.
Rather than solely promoting individual tours, the strategy focused on elevating the broader destination experience across Rockingham and the Shoalwater Islands, positioning the region as an accessible marine sanctuary and nature escape just 45 minutes from Perth.
YEAR
2025
PROJECT
Destination Marketing Strategy
THE CHALLENGE
Perth Wildlife Encounters had historically been strongly associated with Penguin Island, however there was an opportunity to broaden public perception and reposition the business as the gateway to the entire Shoalwater Islands Marine Sanctuary.
The strategy also needed to address challenges around fragmented messaging, seasonality confusion and increasing competition from other well-known wildlife destinations across Western Australia, including Rottnest Island, Monkey Mia and Ningaloo Reef.
At the same time, there was a strong opportunity to leverage growing demand for ethical wildlife tourism, regenerative travel and nature-based experiences, while rebuilding stronger community connection and trust within the local Rockingham region.
OUR APPROACH
Wanderlust Communications developed a destination-led strategy designed to position Shoalwater Islands Marine Sanctuary as a flagship marine and wildlife destination within Western Australia.
Our approach focused on shifting the narrative from a single attraction to a broader destination experience, incorporating marine wildlife, conservation, coastal experiences, local businesses and the wider Rockingham region into the storytelling framework. The strategy aligned with broader tourism priorities including Tourism WA’s visitor economy goals, Destination Perth’s regional objectives and the Rediscover Rockingham destination positioning.
A strong focus was placed on ethical wildlife encounters, conservation storytelling and showcasing the diversity of experiences available throughout the marine sanctuary, including dolphins, sea lions, pelicans, snorkelling, cruises and coastal experiences.
The strategy also identified opportunities to better integrate Perth Wildlife Encounters into the wider destination ecosystem through collaborations with local accommodation providers, cafes, tourism operators and regional tourism organisations.
RESULTS
The completed strategy provided Perth Wildlife Encounters with a clear roadmap for repositioning the Shoalwater Islands Marine Sanctuary as a destination experience rather than simply a tour product.
The strategy established a stronger destination narrative centred around accessibility, conservation, ethical wildlife tourism and immersive marine experiences, while identifying opportunities to grow visitation across both local and interstate markets. It also created a more cohesive framework for seasonal marketing, digital campaigns, partnerships and community engagement.
By taking a destination-first approach, the strategy supports Perth Wildlife Encounters in strengthening its role not only as a tourism operator, but as a key contributor to the wider Rockingham visitor economy and the long-term promotion of the Shoalwater Islands Marine Sanctuary as one of Western Australia’s most unique coastal wildlife destinations.
