Bringing the Six Seasons Trail to Life for Experience Perth Hills Armadale

Some office days look like new business decks and client reporting. Others look like heading into the beautiful Perth Hills with a camera to capture content that shows off incredible walking trails. We'll take the second one every time, and that's exactly what a recent shoot for Experience Perth Hills Armadale looked like.

The Six Seasons Trail invites people to experience the landscapes of this part of the Perth Hills through the changing rhythms of Whadjuk Noongar Boodja (Country). Winding through forests, wetlands, granite outcrops and creek lines, each trail reveals a different chapter of a landscape shaped by nature and cared for by Whadjuk Noongar people for thousands of years.

For Noongar people, the year is marked not by four seasons but by six, tracked through changes in flowering plants, birdlife, rainfall and animal behaviour, signalling when to move, gather, care for Boodja and celebrate its abundance. Those same natural indicators still shape the landscape today, and they're what our campaign uses to draw people into it: get outdoors in every season, and notice the small shifts, the scent of eucalyptus after rain, banksias coming into flower, the call of native birds, creeks running through the hills.

The brief: capture content across the hiking trails, cafes, parks and attractions of Armadale for the launch of the Six Seasons Trail campaign — the latest chapter of a partnership that runs deeper than one shoot. We built the overarching tourism strategy for the City of Armadale, and this campaign is that strategy showing up on the ground.

To bring that to life, we needed video itineraries linking the trails together with everything else worth doing nearby. A proper day trip, not just a walk. Katie and Danica, plus her adorable daughter, Ava, along for the ride, headed to Roleystone to shoot material built to make people want to go, not a generic "here's a trail, it exists" set of photos.

Local knowledge changes what you shoot

This is a good example of why on-the-ground understanding matters more than a purely aesthetic eye. Roleystone and the surrounding Perth Hills have their own specific character — the scenic drives, the local producers, the particular kind of green you only get at certain times of year. Knowing that lets you find and time shots around it, rather than shooting what any trail, anywhere, might look like.

Content with a life beyond the launch

A shoot like this isn't just building assets for launch week. Trail and destination campaigns have a long tail — people research these things for months before they visit — and evergreen content (a walkthrough, a "what to expect" carousel, seasonal variations of the same location) keeps earning attention long after the announcement has come and gone. That's why the brief was built to capture enough variety on the day to support content well beyond the first post.

The bigger point for local government and destination clients

The City of Armadale isn't a household tourism name the way some destinations are, and that's exactly the kind of client where thoughtful destination marketing earns its keep the most. The Six Seasons Trail campaign works because it leans into what the area actually has: a distinctive, season-driven landscape, a genuine connection to Country, and a strategy built specifically around that story from the ground up — not a scaled-down version of what a bigger destination would do.

Have you seen the campaign yet? If the weather's playing along this weekend, that's your sign to head for the hills and see what all of this was captured for.

View the full Destination Marketing Strategy case study here  →

If your local government or destination organisation has a launch coming up and you want content that does more than just document it, get in touch — this is exactly the kind of project we love.