CASE STUDY:

Tourism Western Australia wanted to showcase their region’s standout strengths—nature, wildlife, food, and wine—to a UK audience.

The goal was to inspire high-yield travellers (HYT) to choose Western Australia (WA) over better-known states like New South Wales and Queensland. With only a quarter of HYTs aware of what WA has to offer, and the destination absent from the top five Australian regions being considered by UK travellers, a high-impact awareness campaign was essential. SLC recognised the need for long-form broadcast storytelling to shift perception, overcome travel barriers, and drive both interest and commercial momentum.

SLC partnered with ITV and award-winning daytime show This Morning to deliver a compelling five-part broadcast campaign, fronted by celebrity chef John Torode. The “G’day from WA” mini-series followed John as he explored four of Western Australia’s most iconic regions, showcasing vibrant landscapes and culinary experiences that aligned with WA’s brand pillars. Each episode tapped into a different key message, from food and wine to adventure and natural beauty, while a special live broadcast from the destination gave the campaign an additional moment of prime-time exposure.
To deepen the series’ impact, we worked closely with the producers to obtain an early trailer, which we distributed to trade partners for use across social and consumer channels. Tour operator ANZCRO leveraged the campaign to push bookings, while Travelbag ran a dedicated competition to further promote the destination. Throughout, SLC maintained hands-on coordination with ITV, the production team, and tourism partners to maximise every opportunity for client amplification and reach.

The campaign delivered five broadcast hits on ITV1, with each segment running between 5 to 7 minutes, offering substantial exposure in a prime daytime slot.

In total, the series reached an audience of 2.6 million and generated an earned media value of £84,555. Social amplification from talent involved in the project extended the campaign’s reach by an additional 582,000, helping to drive further engagement.

Trade partners added extra value through content sharing and promotion, while the campaign’s longevity was ensured with all segments remaining live on ITV.com and YouTube for continued viewership.