Case study · Social media strategy · South West, WA · 2014
Australia’s South West: there’s always a reason to go
A social media strategy that sold a whole region, year round, through the operators who make it worth the trip.
20
seasonal activities mapped
6
experience categories
Weekly
fan photo collection on Facebook
Client
Australia’s South West
Where
South West region, WA
When
2014
What we did
The brief
Australia’s South West is the regional tourism organisation for WA’s South West: 1,000km of coastline, 24 national parks and towering karri forest.
The job: a social media strategy that showed the region as diverse, accessible and worth the trip, for international visitors, interstate travellers and West Australians who had never thought to head south.
The work
The strategy ran on one idea: there’s always a reason to go. The Your South West Holiday: Endless Possibilities campaign mapped 20 seasonal activities across six categories: eat and drink, adventure outdoors, culture and heritage, arts, nature and wildlife, and relax and reconnect.
Each activity put a real operator front and centre, not just the scenery. A weekly Thursday Fan Photo Collection on Facebook kept visitors’ own stories in the feed. The plan built on Tourism WA and Tourism Australia activity, including the Experience Extraordinary films and 1001 Extraordinary Experiences, so the budget went further.
It was built to work year round, with extra weight on the off-peak seasons when the region’s operators needed visitors most.
The takeaway
Sell the reason, not just the region. A season-by-season list of things to do gives every visitor a why and a when.
Promoting a region, not just a venue?
We build strategies that give visitors a reason to go in every season.