City of Bunbury
Case Study
destination marketing
Bunbury’s campaign ran in April 2025 and was the second sub-region to feature in the Quick Escapes series. Bunbury was positioned as a relaxed yet cosmopolitan city break, with content focusing on beach walks, cafes, bars and wildlife. The “here by sunset” and “desk to dolphins” messaging highlighting proximity resonated strongly.
Team
Madi Arnold
Sam Back
Michael Schroder
Donyale MacKrill
Highlights
45% ROI in 6-weeks
32 direct bookings
118,000 travellers reached
campaign outcomes
While bookings were not able to be tracked due to BookEasy’s system limitations, all other performance metrics point to a highly successful campaign for Bunbury. The region recorded the second-highest volume of organic link clicks, strong reach across both Meta and Google, and the campaign’s top-performing ad CTR.
Organic Social Highlights
Strong year-on-year growth across all key
metrics:
- Facebook Reach: up from 46,737 (2024)
to 208,969 - Instagram Reach: up from 4,734 to
21,922 - Facebook Link Clicks: from 620 to 3,144
- Instagram Link Clicks: from 19 to 282
- Follows Gained: 146 (FB) and 128 (IG)
Bunbury delivered the second-highest
volume of organic website traffic of any
Shire, reflecting strong content alignment
and timely messaging.
Paid Highlights
Bunbury’s paid campaign achieved high reach and strong click-through rates. On
Meta, the campaign reached 118,629 users and delivered 2,336 clicks, with a click-
through rate of 0.73%.
Google Ads also performed well in visibility and engagement, with 2,010 clicks and a
CTR of 9.27%.
Despite conversion tracking constraints, Bunbury’s campaign played a crucial role in
brand building and audience acquisition, supporting regional momentum and
extending the Quick Escapes message across Perth drive markets.
9.27% Google Ads CTR
The highest-performing click- through rate of 6x campaigns run for members of the Bunbury Geographe Tourism Partnership, reflecting precise targeting and message alignment.
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Below are case studies of work we’ve delivered in the real world, for real clients, from delivering 112% ROI on destination marketing for a tourism partnership of shires, to breaking records for the Australia’s South West’s “Winter Down South” campaign, generating 2,500 clicks-to-book and amassing a reach of over 9-million in 12 weeks.
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