CASE STUDY:

Tourism Western Australia wanted to position the state as the ultimate destination for outdoor dining and culinary adventure, especially around barbecue culture — a core part of the Aussie lifestyle.

The goal was to create an ownable, light-hearted campaign that would generate wide-reaching earned media in the UK, linking directly back to the destination and helping to drive traffic to westernaustralia.com.

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SLC created and launched the Western Australia BBQ Hotline—a playful PR-led campaign timed around the British summer, designed to tap into UK audiences’ love of BBQ while showcasing the authentic Aussie experience.

At the heart of the campaign was Australian chef Tony Howell, our ‘BBQ Hotline’ expert. UK media and consumers were invited to send in their BBQ dilemmas, questions and recipe requests, which Tony answered with flair—remotely, but in real-time—from sunny Western Australia. The initiative was supported by a library of rich content, including recipes, images, and video assets, tailored for use across press, broadcast and digital media.

Despite early weather setbacks and an intense UK news cycle, the campaign flexed to include new hooks like the Jubilee Bank Holiday and continued to earn media coverage into June. As interest grew, the Hotline was extended into a virtual advice service via email, generating further media exposure and broadcast interest.

The BBQ Hotline campaign delivered standout media results, securing 56 pieces of coverage across a mix of lifestyle, food, travel, and broadcast outlets—including four national titles and eight broadcast segments. With a potential reach of 82 million, the campaign achieved impressive visibility, while 80% of coverage included direct mentions of westernaustralia.com. Campaign assets were widely adopted, with 98% of coverage using provided content and 94% referencing the supporting survey data. The total AVE reached £87,000, and the broad relevance of the content ensured strong reusability across multiple media verticals.