SUCCESS STORY:

Tourism Western Australia wanted to increase awareness of Western Australia as an accessible long-haul destination for UK travellers by positioning it alongside Singapore in a “two destinations in two weeks” campaign.

The campaign aimed to drive quality holiday bookings, grow the average length of stay, and highlight WA’s appeal as a winter sun escape with world-class nature, wildlife, and food and wine experiences. Targets included a 20% uplift in WA passenger bookings, a strong ROI, and increased engagement . The campaign targeted high value travellers from the UK: couples aged 45+, long-haul enthusiasts seeking authentic, nature-based and culinary experiences. These travellers typically take extended holidays, are open to multi-centre itineraries, and value premium experiences. 

The campaign leveraged Travelbag’s strong consumer database and multi-channel reach to deliver a powerful co-branded campaign between TWA and the Singapore Tourism Board.

This was creatively centred on the message “Two incredible destinations in two weeks, one dream holiday”, promoting the ease of twin-centre itineraries between Singapore and Perth. Activity included homepage takeovers, sponsored landing pages, retargeting banners, dedicated eDMs, Escape magazine features, paid social activity across Facebook, and a high-impact store takeover in Travelbag’s top-performing Winchester branch.

Complementary coverage appeared in national press titles including The Telegraph, The Times and The i, along with native articles through digital partners. This integrated approach ensured consistent messaging and conversion opportunities throughout the customer journey.