We are thrilled to announce the launch of our latest marketing campaign, "Winter Wake Up." This large-scale, branded campaign is designed to encourage WA locals to shake off their winter hibernation habits and embrace the best experiences that the Perth region has to offer.
Campaign Overview
The "Winter Wake Up" campaign features dynamic video content and a dedicated microsite that showcases a wide range of events, experiences, attractions, tours, packages, and offers categorized under six experience pillars: Family, Romantic, Adventure, Foodie, Stays, Events. The microsite will be supported by engaging winter blogs, organic social media, and other seasonal content.
Campaign Strategy
Our strategy combines the impactful "Anti-hibernation" theme with the compelling sales tactics of a "Winter Marketplace." The campaign will creatively address familiar winter behaviours—like binge-watching TV, endless social media scrolling, and desk-bound routines—positioning the Winter Wake Up microsite as the ultimate gateway to experiencing winter differently.
Campaign Objectives and Media Investment
The primary objective is to motivate WA locals to leave their hibernation behind and enjoy the diverse experiences available in the Perth region. The campaign includes nearly $35,000 in media spending, utilizing platforms such as paid social media advertising, YouTube, TikTok, Catch-up TV, and paid search, making it one of Destination Perth's largest campaigns in 2024.
Campaign Phases
The campaign will unfold in three phases: Building anticipation with a countdown and teaser videos, an exclusive early access launch for subscribers, and a full public launch with a comprehensive media rollout.
Member Participation Opportunities
Members can highlight their winter-specific experiences, seasonal tours, packages, or discounts on the Winter Wake Up microsite. There are also opportunities for boosted social posts, EDM features, and premium website listings to enhance visibility and engagement.
Video Content and Winter-Themed Messaging
Throughout the campaign, we will heavily focus on video creative to showcase various destinations and experiences perfect for enjoying during the winter season. Our owned channels will highlight winter-themed content, creating a cohesive message that encourages locals to venture out and embrace the season rather than hibernate.
Let's wake up this winter and celebrate all that Perth has to offer!