Australia’s South West
Case Study
destination marketing
This 2025 multimedia, multi-channel strategy was highly successful, bringing more than 44,000 visitors to winterdownsouth.com and more than 2,500 clicks to book member offers. The strategy engaged a highly-targeted Perth audience, combining Perth CBD bus backs, TV advertising via 9NOW’s streaming app, Sunday Times print advertisements supported by an EDM to their West Travel Club, plus paid advertising campaigns across Facebook, Instagram, YouTube, and Google Display. External marketing activities were supported by internal activity delivered by ASW’s team, including regional winter specific blogs, organic social media, and consumer EDMs.
Team
Donyale MacKrill
Michael Schroder
Big Head Digital
Brainstorm Design
ASW Team
Highlights
2,500 clicks-to-book
44,000 landing page visitors
9-million impressions geo-locked on Perth
campaign outcomes
The 2025 Winter Down South campaign smashed records with 44,000 visitors to the landing page and 5.8% of them clicking through to book member offers. By channel, Paid Social delivered the strongest results, with almost half of the visitors (46%) brought in by Facebook, Instagram, and YouTube. While 22.3% came from Paid Search (Google Ads) and 22% from Display (Banner ads). The remaining 10% came from BVOD, organic social, and EDMs.
The campaign championed the recently refurbished Australia’s South West brand across channels and by funneling the audience to a single landing page, maximised brand recognition and compounded positive outcomes for lasting elevation across channels.
Campaign Highlights
- 44,246 visits to central campaign landing page winterdownsouth.com
- 2,583 outbound clicks to purchase member offers
- 317,615 Paid Meta reach (IG & FB)
- 41,776 Paid clicks (IG, FB, YouTube and Google)
- 2.2-million Seven West Media Impressions (Sunday Times)
- 236,550 BVOD views with 98% completion rate (9NOW)
- 19,341 subscribers emailed generating 458 email clicks
22.58% Engagement Rate
The 2025 campaign metrics broke pervious records and demonstrate the power of activating the full marketing ecosystem around a targeted high yield Perth audience to drive immediate sales and stellar ROI.
DON’T TAKE OUR WORD FOR IT
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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