Tourism Western Australia (TWA) faced a challenge: while known for stunning beaches, they wanted to showcase their diverse offerings and attract long-haul travellers from the UK. The disruption caused by COVID-19 provided an opportune moment for TWA to shift its approach, moving away from a reliance on trade and airline partners to top-of-funnel marketing.

Partnering with Sojern, a travel marketing intelligence company, TWA aimed to boost brand awareness, drive booking intent and improve brand perception beyond the stereotypical beach image, highlighting the region's diversity.

Targeted Approach

Sojern used behavioural data and travel intent insights to target ideal audiences with laser precision. No flowery language, just strategic placement of compelling video ads, native display advertising and connected TV, highlighting experiences like vibrant coral reefs and bustling cities.

Results

1. Improved brand positioning: Western Australia went from 5th to 1st place in visitor's consideration compared to competing destinations.
2. 85% increase in booking intent: Compared to the industry benchmark of 48%, the campaign effectively moved travellers from dreaming to planning.
3. 64% took action: Interest translated into concrete action, with many users researching and booking trips.

Long-term Impact

The campaign didn't just generate short-term results, it also helped TWA bolster the destination's appeal for the long-term:

1. Elevated TWA's brand: Positive sentiment for various aspects, from nature and beaches to food and wine (more than 80%), exceeded benchmarks (55%), especially among visitors most likely to travel long-haul (94%).
2. Drove economic growth: Increased bookings benefit local businesses and communities.

TWA's success story demonstrates the power of data-driven marketing and strategic partnerships for destinations. Using real-time intent, interests and past behaviour data, combined with leveraging the power of machine learning, destinations can truly target the visitors who are most likely to engage and convert, maximising the return on campaign investment. Such success can be measured post-campaign with key learnings applied to future marketing campaigns.

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