Australia's Coral Coast — Whale Shark Season Campaign

A seasonal Whale Shark campaign performed so well, we used the same playbook to launch a second wildlife season the following year.

Category: Destinations · Services: Meta Advertising, Lead Generation, Traffic Campaigns, Seasonal Campaign Templates

The challenge

Whale Shark season is a defined, time-limited visitation window for the region — the campaign needed to build awareness and drive quality landing page traffic within a tight seasonal calendar, then prove it was worth repeating (and improving on) the following year.

Our solution

Big Head Digital ran a combined Lead Gen and Traffic campaign structure for Whale Shark season, using an itinerary PDF download as a top-of-funnel lead magnet. Year on year, cost per landing page view improved and landing page views grew ahead of the previous season. The approach worked well enough that when the client wanted to launch a Humpback Whale season campaign, we adapted the same itinerary-led structure and lead gen approach rather than starting from scratch.

Strategy

  1. Lead Gen and Traffic, working together — A combined campaign structure used Lead Gen for top-of-funnel reach and Traffic to drive visitors to the region's landing pages — covering both awareness and consideration.
  2. Use the itinerary as the hook — A downloadable itinerary PDF (the "Ultimate Ningaloo" adventure guide) served as the lead magnet, giving prospective visitors a reason to hand over their details early in the journey.
  3. Improve the metric that matters most — Rather than chasing CTR alone, cost per landing page view was tracked and improved year on year, alongside landing page view volume ahead of the prior season.
  4. Replicate what works for the next season — When the client wanted to launch a Humpback Whale season campaign, the same lead gen structure and itinerary-led approach was adapted and reused, rather than building a new campaign from the ground up.

Results