CASE STUDY
WA Museum WAnderland
CAMPAIGN
Full service marketing strategy and implementation
YEAR
2021 -date
WAnderland is a digital platform created by the Western Australian Museum to showcase the remarkable regional collections and museums found across the state. Wanderlust Communications was engaged to launch and market the website, helping connect travellers and locals with unique cultural experiences throughout Western Australia.
THE CHALLENGE
Many of Western Australia’s regional museums and collections are hidden gems, often unknown to visitors planning their trips. The challenge was to raise awareness of these locations and encourage people to include them in their travel plans by positioning WAnderland as a gateway to discovering these stories.
OUR APPROACH
Wanderlust Communications developed and delivered a marketing strategy to launch and promote the WAnderland website.
Our approach combined PR, social media, digital advertising and content creation to drive awareness of the platform and encourage people to explore the site. By highlighting the stories, objects and experiences found within regional museums, we created engaging content that inspires travellers to build their own journey through WAnderland.
RESULTS
Through a coordinated marketing approach, WAnderland continues to grow as a valuable resource for discovering Western Australia’s regional collections and cultural attractions. The campaign helps shine a light on the museums and stories that shape the state’s history, encouraging visitors to explore beyond the well-known destinations and experience the richness of Western Australia’s cultural heritage.
Since it’s launch in mid-2022, the website has had over 267,000 users and 425,000 page views across the multiple areas of the website. Social media and Meta advertising alone have tallied over 6.6 million impressions, and more than 31,000 page visits. There have been 82,000 YouTube video views across various short film pieces of content, and if we combine all social media impressions, there have been close to 11 million.
WAnderland has received 21 pieces of media coverage across both paid and earned media partnerships and public relations. These pieces resulted in 450 direct engagements with an estimated combined audience of over 3.5 million.
WAnderland continues to be a useful resource for both travellers and the tourism industry in inspiring travel and promoting stories of our state.
“Wanderlust Communications have been invaluable in working with the WA Museum Regions team in promoting and building the Brand value of our Tourism Portal - WAnderland. Very professional, friendly and such great value for money.”
Jessica Machin, Director Regions, Western Australia Museum