Bridgetown-Greenbushes Tourism Association
Case Study
marketing, social media and content creation
The Bridgetown-Greenbushes Tourism Association engaged Lumenesse & Co to develop and deliver a marketing campaign supporting the launch of Bridgetown’s Ultra-Fast EV Charging Station.
Team
Carly Horncastle
Adam and Clara (content creation)
Highlights
104,800 Facebook Views
12,600 Instagram Views
1,919 Content Interactions
162 New Followers
3,400 Page Visits
campaign outcomes
Lumenesse & Co developed the Charge Up campaign, centred around the positioning statement:
Charge Fast. Explore More.
This messaging shifted the narrative from EV charging being a necessity to an opportunity for discovery, encouraging travellers to explore Bridgetown’s hospitality venues, retail offering, heritage, attractions and natural environment.
The campaign combined social media strategy and content creation, destination storytelling, public relations and media engagement, community engagement, launch event promotion and local business integration.
A deliberate balance was maintained between practical EV information and destination-led content, ensuring visitors understood both the functionality of the charging station and the experiences available while charging.
Over the campaign period (25 Feb – 31 May), the Charge Up campaign delivered exceptional growth across social media channels:
- 104,800 views (+633%)
- 27,100 viewers (+442%)
- 1,600 content interactions (+247%)
- 152 link clicks (+100%)
- 3,400 page visits (+90%)
- 12,600 views (+147%)
- Reach increased by 142%
- 319 content interactions (+526%)
- Profile visits increased by 143%
What Worked
One of the clearest campaign insights was that destination storytelling consistently outperformed infrastructure-focused content.
Top-performing content included:
- Destination inspiration and trip-planning content
- Food and wine experiences
- Heritage storytelling
- Local business features
- Carousel posts and reels
- Launch event promotion
The story of the historic Zinnecker Garage, transformed into a modern EV charging hub, proved particularly popular and demonstrated the power of connecting heritage with innovation.
The campaign successfully positioned Bridgetown as more than a charging stop, reinforcing it as a destination worth exploring.
Media & PR Impact
Public relations formed a key component of the campaign, with three strategic media releases developed and distributed throughout the project.
Coverage was secured across regional, tourism, sustainability and EV-focused media, including:
- Manjimup-Bridgetown Times (multiple features)
- The Driven
- Talison Lithium
This coverage significantly extended awareness beyond local audiences and helped establish Bridgetown as a leader in regional EV infrastructure while supporting broader destination awareness.
Importantly, all campaign results were achieved through organic marketing activity, with no paid social media advertising used throughout the campaign.
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.
Want to know more?
Jump into our inbox below for an obligation-free chat.