CASE STUDY
Tourism Western Australia
PROJECT
TikTok Strategy and Management
YEAR
2022 - date
Tourism Western Australia is responsible for promoting the state as a world-class travel destination. Wanderlust Communications works closely with the team to develop and implement the TikTok strategy for the official Western Australia tourism account, helping showcase the state’s landscapes, experiences and operators to a global audience.
THE CHALLENGE
Wanderlust Communications developed the TikTok strategy for the official Western Australia tourism account and manages the ongoing implementation of the platform, including content creation and community management. Our work also extends beyond TikTok. We collaborate with the destination development team to create marketing plans for new tourism operators, helping them position their experiences for visitors. In addition, we consult with the familiarisation team to support travel agent and media visits, ensuring they experience some of Western Australia’s most outstanding tourism products and attractions.
As TikTok rapidly became one of the most influential platforms for travel discovery, Tourism Western Australia recognised the opportunity to reach new audiences through short-form video. The challenge was to develop a strategy that felt authentic to the platform while aligning with the broader destination marketing approach for the state.
OUR APPROACH
RESULTS
Through a clear strategy and consistent content creation, the Western Australia TikTok account continues to grow as a dynamic platform showcasing the state’s unique destinations and experiences. Since launch, the channel has generated over 33 million video views, reaching more than 27 million users globally and engaging over 3 million people through content interactions.
With more than 147,000 new followers, 2.7 million likes and over 560,000 profile views, the platform is playing a key role in inspiring travel, supporting tourism operators and strengthening Western Australia’s reputation as an exciting place to explore.
Helping more people discover Western Australia and promoting the place we call home is something we’re incredibly proud to be part of.
“The Wanderlust team were great to work with - attentive, intuitive and prompt. They helped achieve some incredible outcomes. Would recommend.”
Garrett Chappell, Tourism Western Australia