Shire Of East Pilbara

Date in Market (Month & Year)

March 2024  

Budget:

$1800 p/m + GST
$147.00 (Sendible)
+ additional supporting mini projects (App Content + Unique Content)
From $2,000+

Project/Campaign Objective(s)

• Tourism advertising is essential for any region to inform visitors of the region, promote the unique reasons to visit the area, and allow local business thrive through increased income to the community. 
• In Western Australia, Tourism is an important industry to the economy, filling 110,800 jobs and contributing $13.2 billion to WA’s economy (by Gross State Product) in 2022-23, However in the East Pilbara region mining is the main economic contributor. The Shire of East Pilbara wished to increase the importance and impact of sustainable tourism to the region. 
• The Pilbara has a unique identity with a rich heritage and culture, in particular its diverse Indigenous and multi-cultural heritage. There are more than 31 rich and diverse Aboriginal cultural groups in the Pilbara.
• Promotion for self-drive and self-explore tourists is key for the campaign with promotion being on exploration of the rich Aboriginal culture and stunning natural landscape of the region.

Strategy

In the digital era, Instagram has become a leading platform for marketing, especially in the tourism industry. Its focus on visual content and vast user base provides tourism brands with unique opportunities to highlight destinations and experiences to a worldwide audience.

Our focus for this campaign was to use Instagram to promote the region.

Target Audience

The main age groups of tourists visiting East Pilbara in Western Australia are typically: 

• Adventure Travellers (Aged 25-45): Young adults and middle-aged travellers who enjoy outdoor activities like hiking, camping, and off-road driving, seeking adventure and unique natural experiences.
• Nature and Wildlife Enthusiasts (Aged 30-60): This group spans a broad age range, with both younger adults and older visitors drawn to the region’s natural attractions, including national parks and wildlife.
• Cultural and Indigenous Tourism Seekers (Aged 35-65): Middle-aged to older tourists often have a strong interest in cultural heritage and Indigenous experiences, with many visiting for educational and immersive experiences. 
• Eco-Tourists (Aged 25-55): Typically younger to middle-aged adults, eco-tourists are interested in sustainability and exploring unspoiled natural environments. 
• Mining History Enthusiasts (Aged 40-70): This group is usually made up of older tourists, including retirees, who are interested in the region’s mining history and industrial heritage. 
• Grey Nomads (Aged 60+): Retirees, commonly referred to as “grey nomads,” are often over the age of 60 and spend extended time road-tripping and exploring remote regions like East Pilbara. 

Overall, the age range of tourists varies, with a concentration of middle-aged and older visitors, particularly among those interested in history, culture, and long-term travel, while adventure and eco-tourists tend to be younger to middle-aged. 

Execution

Our process is run in advance monthly:

• Content Ideas: We use content block mapping to ensure the brand messaging is constant. For the East Pilbara instagram strategy we plan using the following blocks, Essential Information (water locations etc), camping/4WD information, Location Imagery and Emergency Information
• Asset gathering from Stakeholders: We use an ASANA Board to gather content. This content forms our content bank which we use for the posts. Content is provided sporadically over the month. 
• Content Production: If any posts require graphic design or copywriting we create these at this stage with our in house design team.
• Reviews + Approvals: All content is reviewed, and any required changes are made.
• Final Sign-Off: Content and copy are approved by the Shire of Pilbara Community and Engagement officer.

• Scheduling on Sendible Platform: Approved content is scheduled on the sendible platform. Posts are scheduled to 1 per week.
• Monitoring Comments and Moderation: Any community comments and posts are monitored and replied to in a short timeframe. Any issues are escalated to the council management team. 
• Engagement Analysis and Review: Constant analysis and adjustment throughout the month continues. We also ensure any last minute or emergency content is posted and prioritised through-out the month.
• Monthly Reporting:  A full report is provided monthly for both platforms. This report includes, Impressions, Reach, Engagement, Page fans, Likes/Unlikes, Audience Growth (organic/paid) Fans by Location, Top Performing Posts, Top Performing Video, Most Engaged Users as well as Negative Feedback. This reporting is benchmarked, and content adjusted as required for continued growth. 

Supporting Activities: 

We worked directly with the client – The Shire of Pilbara. 

Results and outcomes of Project/Campaign 

Visits also increased over the period XXXX: