Client: Australia’s South West
Client Location: South West region, WA
Project Date: 2014
Project Type: Digital Strategy
The Brief: Australia’s South West is WA’s peak regional tourism organisation, covering 1000km of coastline, 24 national parks, towering karri forest and some of the most quietly extraordinary country in the state. The brief was to make sure the rest of the world knew it.
Coffey & Tea was engaged to build a social media strategy that positioned the region as diverse, accessible and worth the trip, for international visitors, interstate travellers and the West Australians who’d never thought to go south.
The Work: The strategy was built around one core idea: there’s always a reason to go. The ‘Your South West Holiday: Endless Possibilities’ campaign mapped 20 seasonal activities across six experience categories, eat and drink, adventure outdoors, culture and heritage, arts, nature and wildlife, and relax and reconnect.
Each activity showcased not just the region but the operators behind it, putting real businesses and real experiences front and centre rather than just selling scenery.
User-generated content ran weekly through the Thursday Fan Photo Collection on Facebook, keeping the feed alive with genuine visitor stories. The strategy also leveraged Tourism WA and Tourism Australia’s broader activity including the Experience Extraordinary brand films and 1001 Extraordinary Experiences, amplifying reach without duplicating spend.
The result was a strategy that worked year-round, with specific weight on converting during off-peak seasons when the region needed it most.
