Media blitz will target Perth crowds

Warren HatelyAugusta Margaret River Times
Margaret River Adventure Co operator Cam O'Beirne with his coasteering clients.
Camera IconMargaret River Adventure Co operator Cam O'Beirne with his coasteering clients.

The State’s tourism bodies are preparing to carpet-bomb the Perth market with images of Margaret River to drive visitors back to the South West.

Australia’s South West unveiled its new intrastate social media campaign on Tuesday, while WA Tourism Minister Paul Papalia’s office confirmed Tourism WA was also preparing a separate intrastate campaign “which will be released when the time is right”.

The Times understands the TWA project will draw on research from across WA and in Margaret River by Tasmanian tourism guru Guy Taylor — delayed by the pandemic — to sharpen the State’s “narrative”.

Operators already welcomed Tourism WA’s newly launched Adventure Awaits campaign, which focuses on outdoor and natural offerings.

Meanwhile, local operators are diving into their own marketing blitzes and at least one more storytelling-style tourism campaign has been filmed around the region in recent weeks. Margaret River-Busselton Tourism Association co-chief executive Steve Harrison said consultation was under way with members for marketing plans to kick in once phase three restrictions lifted.

“In the short-medium term, our consumer content will be focused on themes around road trips, nature, and members’ current offerings,” Mr Harrison said.

MRBTA will monitor the market response from the ASW and TWA marketing before any further moves.

ASW chief executive Catrin Allsop said paid social media adverts would spotlight member businesses with crucial updates, while print and radio features would follow.

“The campaign highlights the key message ‘Now’s the time to discover the parts of Australia’s South West you’ve always wanted to explore; or revisit your favourite holiday spot and make new memories with family and friends’,” she said.

“A virtual activation with Cabin Fever (festival) in Margaret River region in July will support the region’s vibrant events calendar.”

Margaret River Adventure Company operator Cam O’Beirne said the marketing push was needed.

“We’re the only “coasteering” company in Australia and it’s massive in the UK and Spain,” Dr O’Beirne said.

“You jump into the water around Injidup. You wear a wetsuit, life jacket and helmet to keep you safe.

“It’s about getting up close and personal … and feel the ebb and flow of the water around you.”

Cabin fever co-director Erin Molloy said the festival was “excited” to work with ASW in virtual mode “and assist businesses with their gradual steps out of hibernation”.

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