DIGITAL STRATEGY CASE STUDY
Client: Australia’s South West
Location: South West region, WA
Project Date: 2014
Project Brief: The south west of Western Australia is more than just a destination – it’s a hot spot for a once-in-a-lifetime experience, breathtaking scenery and quirky wildlife encounters.
Australia’s South West is the peak regional tourism organisation for the south west of WA, which is made up of more than 1000km of breathtaking coastline, 24 National parks, towering forest, agriculturally rich land and beautiful natural formations.
In 2015, Coffey & Tea was engaged to develop the:
A social media strategy was developed by Coffey & Tea to better showcase the region to key visitor markets and position Australia’s South West as a region of great diversity that offers a complete range of key iconic WA experiences that are within easy access to Perth.
Among many of the key deliverables, Coffey & Tea successfully delivered a dynamic strategy with a ‘wow’ factor that captivated the diverse international visitor markets and drove business to local operators.
Closer to home, the strategy also enticed WA and interstate residents to ‘take a well-deserved break down south’ and ‘experience extraordinary’ respectively, particularly during off-peak seasons.
It was vital that consumers were constantly reading about, hearing about, and learning about the region.
Given the sharp rise in travel influencer marketing and ‘insta-worthy’ travel destination, the ‘Your South West Holiday: Endless Possibilities’ campaign was developed to highlight 20 seasonal activities that were unique to the south west in the categories of eat and drink, adventure outdoors, culture, heritage and the arts, nature and wildlife and relax and reconnect.
Not only did this approach showcase the diversity of the region and its experiences, but it also profiled the business operators and the exceptional customer service that travellers would expect to receive.
User-generated content was used for the ‘Thursday Fan Photo Collection’ on Facebook where photos highlighting each experience of the campaign were posted each week.
Coffey & Tea was also able to leverage the marketing activities being undertaken by Tourism WA and Tourism Australia, including the Experience Extraordinary brand films and 1001 Extraordinary Experiences.
