Lush bath bomb

Lush UK exits social media (kind of)

The UK arm of cosmetics company Lush has just announced a drastic change to its social media strategy, basically exiting Facebook and Instagram in their traditional forms.

Lush famously do not pay to advertise their products online or offline. They focus on word of mouth, PR, events and partnerships to promote their brand – along with the amazingly strong scent that wafts up all the way up the high street from their stores.

Their media release said:

“Over the years we have created, published and cross-promoted organic content and conversations with the Lush community across multiple platforms and accounts. However, it has become more and more apparent that these genuine conversations with the Lush Community cannot grow without us paying for the reach and engagement. We are proud of what we have built organically using borrowed platforms, but it is time for a change. An audit of our social content and strategy demonstrated that on average, only 6% of our followers are serviced with our content in their newsfeed because we don’t pay to play. So in an effort to make Lush better educated as both technologists and consumers, we’re making the bold step to evolve our social media strategy.

Going forward the UK strategy is to primarily focus and invest more heavily in our owned platforms, where we have seen stronger engagement, rather than rely so heavily on third parties.”

This shift from social media to owned platforms is a bold and interesting one.  Lush will now be directing people to their website, their Lush Player (home to stories and interviews) and the Lush Lab website and app.

Lush will still be playing in the social space, but via staff profiles, partners, individual shop account and influencers.

I love this new approach and the stand they’re taking against the big boys. Driving people to your owned channels can only be a good thing.

If, as a brand, you don’t pay to advertise and rely on organic content, you’re basically talking to 10% of your audience on social media – so why not look for new ways to engage and inspire?

My biggest concern (if I was their social media manager) would be giving the power to the individual stores and staff members. I would imagine Lush are investing in some heavy-weight brand training for store managers to ensure a consistent tone of voice, content theme and visual look and feel for their social media. Creating a cohesive brand across so many subpages is a serious challenge, but if they manage it, these store pages are going to be able to tailor their content for local audiences, drive direct footfall and sales and build genuine relationships with their neighbours.

Stay tuned guys, this is going to be very, very interesting!

“There’s no better time than now campaign” with Australia’s Coral Coast

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.

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The campaign runs until the end of August and Wanderlust Communications are thrilled to be working with Australia’s Coral Coast again.

Sal Salis Ningaloo Reef appoints Wanderlust Communications

Wanderlust Communications is delighted to announce that they have been appointed by Sal Salis Ningaloo Reef as their social media consultancy.

Sal Salis is a remote, beach-side safari camp nestled in the dunes of WA’s Cape Range National Park, on the shores of the stunning Ningaloo Reef.  A highly-regarded property, Sal Salis has been named one of Harper Bazaar’s top 150 hotels in the world and came in at number four on Lonely Planet’s Best Places to Stay in the World!  

Amy Gough, owner of Wanderlust Communications, said she was thrilled to be working with such a unique and inspiring business.

“Sal Salis Ningaloo Reef is more than a luxury accommodation provider. They give their guests an experience that is truly transformational. They educate and empower their guests to love and understand the natural environment. People staying at Sal Salis experience the pristine Ningaloo Reef in the most magical ways; through sea kayaking, snorkelling, bird spotting, gorge walks and alfresco picnics.

“Sal Salis is a wonderful business with an amazing story. It already has an amazing reputation and we can’t wait to increase this further with a cohesive and engaging digital marketing strategy.”


Image courtesy of Rachael Steadman for Sal Salis Ningaloo Reef.

Wanderlust Communications working with Shire of Dandaragan

Wanderlust Communications is delighted to have been appointed by the Shire of Dandaragan on a strategic project, working together with Economic Transitions.

The project was to create a business plan for the Visitor Centre in Jurien Bay, of which the Shire recently took over management. The Shire wanted to invest in some strategic advice and to make sure they were following industry best practice when it came to the management of the Visitor Centre.

Alison Slyns, Economic Development Coordinator at the Shire of Dandaragan, said: “Taking over management of the Visitor Centre is a big step for the Shire. We wanted to make sure we had a strategic and well researched business plan to work from, and Economic Transitions and Wanderlust Communications had the perfect combined expertise to undertake the project.

“Tourism is a key industry for our economy and we are passionate about developing it in the future. It’s an exciting time in our region, with a number of big projects being allocated funding including the new cycle and walks paths from Jurien Bay to Cervantes. We know the Visitor Centre in Jurien Bay will be a central point for tourists driving through the Coral Coast and we want to offer them a first class experience; encouraging them to stay longer and see more!”

Amy Johnston, managing director of Wanderlust Communications, said: “I’m so pleased to be working with Kim from Economic Transitions again. This is the second project we’ve collaborated on and it’s been a great experience.

“It’s been a pleasure working with Alison at the Shire of Dandaragan – the Turquoise Coast is certainly one of my favourite places to visit so I was thrilled to be involved with the strategic planning for visitor servicing.”


Wanderlust Communications appointed by Margaret River Busselton Tourism Association

Wanderlust Communications has been appointed to manage the social media and PR for the Margaret River Busselton Tourism Association (MRBTA) on a short term contract.

Amy Johnston, managing director of Wanderlust Communications, said: “We’re delighted to be working with MRBTA on this interim project. We will be curating and creating content across all social media channels and ensuring digital activities are aligned with the current marketing strategy.

“We’re helping the organisation until the permanent internal position has been filled. Our understanding of the social media space, plus our passion for the region means we can seamlessly take over these channels whilst remaining true to the brand values and tone of voice.”

Wanderlust Communications will be curating and creating posts for Facebook, Instagram and Twitter, as well as monitoring all channels and responding to comments. In addition, they will be handling PR and media relations, including drafting media releases and blog posts for

Amy added: “As big fans of “down south” we can’t wait to work with the tourism organisation and showcase this wonderful part of the world!”


Customer Service and Getting Started Online training in Perth

Wanderlust Communications managing director, Amy Johnston, will be delivering two of Tourism Council’s industry-relevant workshops in Perth on 12 October. Don’t miss this opportunity to up skill yourself or your staff through these fantastic training workshops.

  • Customer Service WAy (Oct 12)Revolutionising customer service in WA’s tourism towns and precincts, improve your revenue, repeat business and word of mouth marketing through customer service and selling skills in this workshop.
  • Getting Started Online (Oct 12)This workshop covers the basic components of online marketing for tourism businesses, essential aspects of tourism website design, and overviews of search engine optimisation and social media avenues.

Registrations are now open for these workshops – click on the links above for more information or to register.


Wanderlust Communications appointed by Hotel Northbridge

Wanderlust Communications has been appointed by Hotel Northbridge to assist with their social media and digital marketing.

Located in Northbridge, just a stone’s throw from Perth CBD, Hotel Northbridge is a unique heritage-listed property steeped in history, originally built in 1898. The hotel was established during the boom of the gold prospecting era with proceeds from the discovery of one of Western Australia’s largest gold nuggets named the ‘Golden Eagle’.

In November 1999, the owner and developer completed his innovative vision of restoring the Hotel’s heritage-listed features including the resurrection of the original balcony. Alongside this, was the opportunity to implement a unique and exciting modern 4-star accommodation facility.

Hotel Northbridge proudly introduced a true boutique style hotel. Incorporating luxury facilities which include a double corner spa in every room, the hotel boasts 48 Superior rooms, function facilities, bar and restaurant.

Wanderlust Communications will be working with the hotel to create an active and engaging online presence, as well as focusing on marketing campaigns aimed at the tourism and leisure market.

Wanderlust Communications Managing Director, Amy Johnston, said: “We are delighted to be working with such a prestigious and well known operator in Perth. I think there is huge potential for growth in both brand awareness and sales; it’s an exciting time for the hotel! We will be focusing on digital activities and partnerships with the local and regional tourism organisations to help grow the Hotel Northbridge brand and really engage with the tourism market.”

Queen room.jpg

Internship with Wanderlust Communications

Wanderlust Communications works with a number of clients across the tourism and lifestyle industries, providing a range of social media and digital marketing services. These currently include Tourism Western AustraliaAustralia’s Golden OutbackKalgoorlie Boulder Visitor CentreWalk Into Luxury and the Tourism Council of Western Australia.

We are now looking to expand and want to take on a passionate, enthusiastic and talented intern. To begin with, this will be for approximately 5 hours a week, but there is potential for growth into a larger role.

This is a great opportunity for someone who is interested in working in the digital marketing industry and wants to put their study into practice. You will work across a range of clients and be mentored by Amy Johnston, the founder of Wanderlust Communications.

You will learn about the digital media landscape, assist in drafting media releases, assist with social media management, assist with social media content creation and practice copywriting for a range of mediums.

The internship will be done remotely, so you will need to have access to the internet and a computer to complete the work. Regular meetings will be scheduled so you have face to face support and contact with Wanderlust Communications.

What we’re looking for:

  • Excellent communication skills
  • Good knowledge of the social media space
  • Good knowledge and personal experience with Twitter, Facebook, Pinterest, Instagram and Snap Chat
  • Experience with monitoring software like Google Alerts, Analytics and Hootsuite (desired, not essential)
  • Experience using the Microsoft Office suite
  • Own a computer and have reliable internet access
  • Creativity and ability to think outside the box
  • Able to work alone, unsupervised, often to tight deadlines
  • Enthusiasm and desire to be part of an exciting, growing business
  • Good organisational skills
  • Good reporting skills
  • Flexibility

What we will do for you:

  • Pay a good hourly rate, above minimum wage – we don’t believe in working for free!
  • Provide training and support for all aspects of the role
  • Provide relevant and interesting work experience
  • Provide opportunities to create work for your resume / portfolio
  • Offer access to training and workshops wherever possible

More information

If you’re interested in applying for this position, please send your resume and a cover letter to Amy Johnston.

Internship with Wanderlust Communications. Social media consultancy, Perth


Walk into Luxury appoints Wanderlust Communications

2016 is here. It’s a new year and we have a brand new client to match. We are delighted to have been appointed by Walk Into Luxury as their social media consultancy.

Walk into Luxury offers visitors to Australia’s Margaret River region a chance to experience the Cape to Cape walk in style. They make the iconic Cape to Cape walk a luxurious and indulgent experience.  They have a variety of options ranging from private luxury walks, which can be enjoyed with or without a private guide, or exclusive small group walking tours.

They are a Western Australian business that loves the Margaret River region and the kind of escape it offers – time to recharge the batteries, get some fresh air and indulge in great food, wine and beautiful scenery.

We are so happy to be working with such a unique and interesting organisation and they make a great addition to our Australian tourism client base. Watch this space for lots of awe-inspiring (and envy inducing) content and exciting news from Walk Into Luxury.


Cape to Cape Track, Margaret River