Tourism Western Australia

A 14-year partnership supporting Tourism Western Australia's in-house team with community management, publishing and reporting across Facebook, Instagram, YouTube and Threads.

Category: Destinations · Services: Community Management, Publishing & Scheduling, Audience Engagement, Reporting & Insights

Results at a glance

Big Head Digital has supported Tourism Western Australia continuously since 2012 — a 14+ year partnership in 2026. Working under Tourism WA’s in-house strategy and content direction, the agency supports community management, publishing and reporting across four platforms: Facebook, Instagram, YouTube and Threads.

The challenge

Tourism Western Australia is the state government body responsible for marketing WA to domestic and international travellers. Owned-channel social media plays a central role in building emotional connection with the WA brand and engaging travellers across multiple audience cohorts and platforms. With strategy and content production led internally by Tourism WA, the team needed a trusted long-term partner to work alongside them — extending capacity across community management, publishing and reporting at the standard a state DMO requires, and bringing native platform fluency and the agility to ride cultural moments in real time.

Our solution

Big Head Digital has worked in partnership with Tourism WA continuously since 2012. We operate as an extension of their in-house team — led by Tourism WA's strategy and internal content teams, with our role focused on day-to-day community management, publishing and scheduling, audience engagement and monthly reporting across Facebook, Instagram, YouTube and Threads. The work has delivered exceptional results, with monthly performance recognised by Tourism WA at board-reporting level. Earlier in the partnership we also supported their team with digital campaign strategy and paid media management across Meta and Google. The longevity of the relationship is the proof: state tourism bodies don't keep agency partners for 14 years unless the collaboration consistently delivers.

Strategy

  1. Long-Term Strategic Partnership — Continuous partnership with Western Australia's state tourism body since 2012 — one of Big Head Digital's longest-running engagements, working as a true extension of the Tourism WA team.
  2. Led By Tourism WA Strategy & Content — Tourism WA's in-house strategy and content teams lead the brand direction and creative output. Big Head Digital supports execution — bringing platform-specific craft, community insight and operational capacity to the work.
  3. Community Management, Publishing & Reporting — Day-to-day support across Facebook, Instagram, YouTube and Threads — community management, scheduling and publishing, audience engagement, and monthly performance reporting back to the internal team.
  4. Board-Level Performance — Monthly performance has been recognised by Tourism WA at board-reporting level, with results acknowledged directly by the senior digital and content team.
  5. A Partnership That Has Evolved — Scope has shifted with Tourism WA's needs over more than a decade. Earlier in the engagement, Big Head Digital supported the team with digital campaign strategy and paid media management across Meta and Google for state-level campaigns.

Results

"The work has been exceptional — results only achievable through your creativity and smarts." — Senior Digital & Content Team, Tourism Western Australia

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