Australia’s Golden Outback promotes Road Trip Country in new Western Australian destination campaign via Wanderlust Communications
As part of the phased approach to reopening, intrastate travel is now permitted within most of Western Australia. As international and interstate travel remain out of bounds, WA is relying on its residents to get out and explore their own backyard.
Australia’s Golden Outback, a regional tourism organisation covering more than 54% of the state, has just launched a new campaign to capture people’s imagination and encourage intrastate travel. Road Trip Country brings together the vast and varied region that makes up the Golden Outback, stretching from the Gascoyne Murchison, through the Wheatbelt, into the Goldfields and down to Esperance and the Fitzgerald Coast.
The new destination marketing campaign was devised and executed by Perth digital marketing consultancy, Wanderlust Communications.
Says Amy Gough, managing director, Wanderlust Communications: “It’s been a challenging few months for the tourism industry to say the least. Since the lockdown we’ve been constantly adapting our communications strategy to fit the new narrative. We were planning a campaign for the time when people could start to travel locally again, so as soon as intrastate travel was permitted, we launched Road Trip Country.
“The idea of Road Trip Country centres around the fact that there are more road trips in the Golden Outback region than any other state – from day trips to two-week adventures. We’ve highlighted 21 of them in a new brochure to help people dream and plan their next big adventure. The Road Trip Country campaign was multifaceted and included the creation of a brand-new website to make planning a trip easy and fun, plus the creation of a new visual identity and logo for Road Trip Country.
“We wanted consumers to be able to plan all elements of their trip in one place, so once the website was created, we then populated it with more than 40 blogs, itineraries and useful articles to help make the planning process a breeze. We launched a competition where consumers can win a camper and money to explore the Golden Outback and receive hard copies of the 21 Road Trip brochure and the Holiday Planner in the post so they can get planning at home.
“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 will focus 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.”
Says Marcus Falconer, CEO, Australia’s Golden Outback: “Coronavirus has completely changed our travel habits – the road trip has never been more popular and with so many diverse roads trips for travellers to choose from, the Golden Outback really is Road Trip Country. It’s an exciting prospect to jump in the car with family or friends to explore somewhere new – there’s a fantastic feeling of freedom that you only get on an epic road trip.
“Not only does it support our tourism businesses, but a road trip through WA’s Golden Outback is a really awesome holiday – there are things you’ll experience that you can’t experience anywhere else in the world. There’s the world’s largest open air gallery featuring 51 sculptures by Anthony Gormley on the salt flats of Lake Ballard, the striking bubble gum pink coloured Lake Hillier near Esperance, the history and heritage of the 1800s gold rush era from Meekathara to Norseman and of course, simply the untouched rugged beauty of the vast outback.”