Campaign Plan & Strategy

The campaign began with a competitive tender process where MCA presented creative concepts that resonated strongly with the Shire. Building on these ideas, we developed a full strategy focused on increasing visitation and awareness of Mundaring and the Perth Hills. Our approach was grounded in the idea of escaping the everyday routine and reconnecting with nature, just a short drive from the city.

To bring this vision to life, our creative team embarked on a multi-day photoshoot across iconic locations such as John Forrest National Park, Lake Leschenaultia, and local vineyards and restaurants. High-quality imagery was central to the campaign, ensuring bold, simple messaging paired with striking visuals that captured the essence of the region.

The approved strategy outlined clear objectives, defined the target audience, and mapped out the creative direction, messaging, and marketing mix. It also detailed budget allocation, paid and organic social media plans, and reporting responsibilities.

Campaign Execution – Digital

Market Creations Agency executed a multi-channel campaign that combined digital, traditional, and out-of-home advertising. Paid and organic social campaigns ran across Facebook and Instagram, supported by curated tourism content for the Experience Perth Hills website. Social content featured photography and short reels showcasing day trips, weekend itineraries, and local businesses, creating an authentic and engaging narrative for audiences.

Campaign Execution – Traditional

Traditional media played an important role, with editorials published in So Perth and amplified through social channels. A high-profile giveaway with Perth is OK generated excitement, offering luxury experiences such as a night at Amaroo Retreat, a three-course dinner at Darlington Estate, and e-bike hire. Influencer partnerships with Simone Eats and MollieMCCA extended the campaign’s reach, while out-of-home advertising through Ooh! Media delivered large-format billboards at Perth Underground and multiple digital placements across high-traffic areas.

Campaign Results

The results speak for themselves. Year-on-year visitation increased by 10% between June and September 2024 compared to the same period in 2025. The campaign generated over 4.5 million impressions on Facebook, 1.2 million on Instagram, and more than 1.1 million on the website, with an estimated three million out-of-home impressions. Experience Perth Hills’ social channels also grew by more than 12,600 followers, strengthening the foundation for future marketing efforts.