WA road trips highlighted in Australia’s Golden Outback marketing push

Tourism body Australia’s Golden Outback is encouraging Western Australians to take a road trip with a new platform that outlines the best routes in the state.

The Road Trip Country initiative follows Tourism Western Australia launching a campaign at the end of May, encouraging the state’s residents to ‘explore their own backyard’.

Australia’s Golden Outback covers more than 54% of the state, ranging from the Gascoyne Murchison, through the Wheatbelt, into the Goldfields and down to Esperance and the Fitzgerald Coast.

Road Trip Country outlines the best routes and regions in WA’s outback

Australia’s Golden Outback CEO, Marcus Falconer, was excited by the prospect of road trips returning

“Coronavirus has completely changed our travel habits – the road trip has never been more popular and with so many diverse roads trips for travellers to choose from, the Golden Outback really is Road Trip Country. It’s an exciting prospect to jump in the car with family or friends to explore somewhere new – there’s a fantastic feeling of freedom that you only get on an epic road trip,” Falconer said.

“Not only does it support our tourism businesses, but a road trip through WA’s Golden Outback is a really awesome holiday – there are things you’ll experience that you can’t experience anywhere else in the world. There’s the world’s largest open-air gallery featuring 51 sculptures by Anthony Gormley on the salt flats of Lake Ballard, the striking bubble gum pink coloured Lake Hillier near Esperance, the history and heritage of the 1800s gold rush era from Meekathara to Norseman and of course, simply the untouched rugged beauty of the vast outback.”

21 road trip routes throughout WA have been highlighted by the marketing initiative. The website also sheds light on different regions of the state and helps users plan their own road trip by outlining key sites and camping spots.

Wanderlust Communications managing director, Amy Gough, said the site is populated with over 40 blogs, itineraries and articles.

“It’s been a challenging few months for the tourism industry to say the least. Since the lockdown we’ve been constantly adapting our communications strategy to fit the new narrative. We were planning a campaign for the time when people could start to travel locally again, so as soon as intrastate travel was permitted, we launched Road Trip Country,” Gough said.

“The idea of Road Trip Country centres around the fact that there are more road trips in the Golden Outback region than any other state – from day trips to two-week adventures. We’ve highlighted 21 of them in a new brochure to help people dream and plan their next big adventure. The Road Trip Country campaign was multifaceted and included the creation of a brand-new website to make planning a trip easy and fun, plus the creation of a new visual identity and logo for Road Trip Country.”

Road Trip Country is supported by an organic and paid social media campaign.

Gough said: “The advertising will focus on nurturing our potential visitors through the decision-making process, first raising brand awareness then serving them relevant, interesting and engaging content to help overcome barriers to travel and entice them to go and explore.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.