BIG reasons to visit Mandurah this summer

Entered by: Visit MandurahMandurah, WA’s largest regional city and less than an hour from Perth, is set against a backdrop of magnificent beaches and an estuary twice the size of Sydney Harbour. Originally known as Mandjoogoordap, Mandurah means ‘meeting place of the heart’. Despite being named Western Australia's Top Tourism Town for 2022 and 2023, the primary challenge for the city's destination marketing has been to dispel its 'boring' image and distinguish itself from Perth.The turning point arrived in 2022 with the 'Giants of Mandurah', an outdoor exhibition by renowned Danish artist Thomas Dambo. This Australian-first cultural tourism project showcased wooden sculptures hidden around Mandurah, creating a captivating interactive experience. Even before its official launch, the Giants generated substantial interest, making them the perfect focal point to spotlight Mandurah's broader attractions.The destination marketing campaign ‘BIG reasons to visit Mandurah this summer’ showcased the city's unique attractions, using the 'Giants' as a drawcard to introduce visitors to other offerings. Despite the Giants' allure, the campaign was essential because the attraction was free, located outside the city centre, and distant from local businesses. The campaign addressed this challenge by showcasing other experiences, connecting visitors with local businesses, and encouraging extended stays.The campaign strategy was rooted in extensive market research, which identified key challenges, such as low penetration and negative perceptions. To address these, the team employed a multi-faceted approach. Through third-party endorsement they leveraged testimonials, recommendations, and positive experiences from visitors and influencers to build trust and credibility and overcome negative perceptions. This approach involved showcasing real stories and experiences that showcased Mandurah's unique charm. For targeted marketing, the team recognised the importance of targeting specific audience segments most likely to be receptive to Mandurah. This tailored approach ensured more effective communication, resonating with the intended audience, and increasing the likelihood of conversion and visitation.By highlighting 'Giants of Mandurah', the campaign strategically utilised this unique attraction as a focal point for showcasing Mandurah's natural beauty and biodiversity. By emphasising the 'Giants,' the team aimed to dispel the perception that Mandurah had nothing unique to offer, encouraging visitors to explore further.Top target groups included domestic day trippers from Perth/WA, domestic overnight visitors, and international travellers – enticing extended stays from Perth arrivals. The team collaborated with Tourism Western Australia and Destination Perth to tap into their expertise and reach, promoting Mandurah as a must-visit destination. Additionally, local tour operators and accommodation providers played a crucial role by offering exclusive deals and packages, enhancing the overall visitor experience. KPIs included increasing visitor numbers and increased bookings and retail sales at the Mandurah Visitor Centre. The team sought to improve the overall sentiment and perception of Mandurah through increased website traffic.Campaign implementation was rooted in innovative and engaging strategies tailored to the target audiences. Travellers were encouraged to share their Mandurah experiences using #visitmandurah, fostering authenticity and community. These testimonials were featured on social media, building trust and connection. Imaginative language promised potential visitors they would ‘Enjoy Mandurah BIG time’ because ‘GIANT adventures’ were awaiting them.Captivating messages highlighted unique attractions like 'Australian-first Giants' and the 'biggest Christmas Lights Display in WA.' The team presented themed itineraries, family activities, and unique experiences to address interests and create a desire for extended stays. There were clear calls to action emphasising memory-making and exploring Mandurah's offerings. Messages emphasised Mandurah's natural beauty, adventure opportunities, family appeal, and unique experiences, aligning with research insights and resonating with target markets. The team maintained a consistent brand identity across all creative elements, reinforcing Mandurah's image and values and employed a mix of traditional (print, outdoor billboards), digital (social media, search engine marketing), and strategic partnerships with online travel platforms for effective reach and relevance.The campaign yielded impressive outcomes, establishing Mandurah as a premier Western Australian tourist destination.There was an 86% increase in positive reviews, testimonials, and overall positive sentiment towards Mandurah from FY 21/22 to FY 22/23 (source: Buzzsumo). Over 253,000 website visits, a 162% increase, demonstrated heightened online engagement. Facebook engagement rate of 7.1%, compared to 4.3% prior year, reflected robust follower connection. MVC bookings rose by 34.8%, and retail sales soared 212%, confirming revenue impact. Looking forward, the team will leverage digital platforms, influencers, and tailored marketing to expand reach and deepen engagement.

BIG reasons to visit Mandurah this summer

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