Wanderlust Communications has recently been appointed by Australia’s Coral Coast to assist with the social media elements of their Winter 2017 campaign. The campaign brief was to create a 3-month social media campaign, targeted at the inter and intrastate markets to encourage travel to the Coral Coast region this Winter. The campaign needed to highlight the amazing experiences on offer in the region and convey a sense of urgency to turn interested consumers into visitors.
Wanderlust Communications began by narrowing down and identifying individual target markets and aligning them with a range of key campaign themes. These themes; including aquatic, beaches, off the beaten track and wildlife, were crafted to help tell the story of the region and bring the experience to life. The tagline, “there’s no better time than now” was chosen to underpin the entire strategy and add a sense of urgency to the consumer. Wanderlust Communications worked with branding and design agency, Kate Hayes Design to create a new logo to be used across the campaign.
Tactical elements of the campaign included a structured content plan for Facebook and Instagram to promote the entire region over a 3-month period, with regular posts crafted to support the overarching messaging. This content plan was aligned with the key campaign themes and supported by a Facebook advertising program. Facebook advertising was used to create a highly targeted and structured digital advertising campaign.
Australia’s Coral Coast have been executing the offline elements of the campaign including TV adverts, newspaper advertising, radio promotions, public relations and a billboard campaign. The “there’s no better time than now” theme has been used throughout the integrated campaign and can be seen here on a billboard in Perth.
The campaign runs until the end of August and Wanderlust Communications are thrilled to be working with Australia’s Coral Coast again.