We developed a digital campaign for Australia’s Golden Outback to bring together the whole region and encourage travel as the travel restrictions within WA were relaxed after COVID-19 to allow intrastate travel. We came up with the Road Trip Country concept as it encapsulates the experience of the outback, predominantly done via self drive. It showcases the many trails, experiences and attractions in this huge region (Golden Outback covers more than 54% of Western Australia) and encourages people to hit the road NOW! We created the campaign plan and worked with Wayward Nation: Brand & Creative Agency to create a new logo and visual identity for Road Trip Country. We built a brand new campaign website and populated it with more than 40 blogs, itineraries and useful articles (all written in-house) so consumers could easily find what they needed and make planning their trip a breeze.
We launched a competition where consumers can win a camper and money to explore the Golden Outback and receive hard copy leaflets and brochures in the post to get planning! All of this is being underpinned with an organic and paid social media campaign, using video, imagery and blog content to take potential visitors right through the customer journey; from dreaming to planning and booking. The advertising focused on nurturing our potential visitors through the decision making process, first raising brand awareness then serving them relevant, interesting and engaging content to help overcome barriers to travel and entice them to go and explore.
Gabby Simoni, Marketing Coordinator at Australia’s Golden Outback
Australia’s Golden Outback uses Wanderlust Communications for our social media and digital content. Amy’s background in the tourism industry, plus her passion for the work she does shines through and delivers results. I would definitely recommend Amy to any business who needs to grow or enhance their social media presence.