Reels Campaign

Margaret River Busselton Tourism Association

In order to promote five separate Drive Trails across the Margaret River Region, I was tasked with developing a campaign to attract visitors to the region, and encourage them to disperse widely.

 The key outcomes for the campaign were to:

·       Foster travel preference for the Margaret River Region against competitor destinations.

·       Position the region as much more than a two-night destination (current average length of stay for interstate visitors).

·       Drive traffic to the ‘Drive Trails’ landing page on margaretriver.com, which provides curated guides for visitors with low awareness and understanding of the region.

·       Create a set of assets available to the organisation’s members (600+ businesses) to share and promote the region.

 I enlisted content creators Jarrad Seng and Rachel Claire to spread the #driveyourstory message through five unique Instagram reels that communicated each trail as clearly different experiences.

From the 13th – 28th of February the ads had 170 196 impressions, a reach of 76 480, 5 215 link clicks, and over 60 000 plays. The Self Drive Itineraries pages saw significant increases in traffic due to campaign activity underway.

Link to all five reels here.