Australia's North West

Venture the Kimberley

An award-winning digital media strategy for the "Venture the Kimberley" campaign — positioning the Kimberley as Australia's must-do soft adventure destination.

Category: Destinations · Services: Meta Advertising, Google Advertising, Campaign Management & Tracking, Creative Optimisation

Results at a glance

Big Head Digital delivered digital media strategy, campaign management and optimisation for Australia’s North West’s Venture the Kimberley destination marketing campaign, with Fred&Co Digital on strategy and creative. The campaign won 2025 Mumbrella Breakthrough Destination of the Year, within a 12+ year client partnership.

• Industry recognition: 2025 Mumbrella award winner
• Award category: Breakthrough Destination of the Year
• Partnership: 12+ years

The challenge

Australia's North West needed to overcome outdated perceptions of the Kimberley as remote, expensive, or hard to access. The goal was to inspire a new generation of travellers and drive direct bookings across member operators.

Our solution

In partnership with Fred&Co Digital, we led the digital media strategy and management for the 2025 "Give a Kimberley Holiday a Crack" campaign — the third campaign in a successful long-term partnership. Our focus included developing a full media rollout across digital, segmenting key audiences aligned with soft adventure travellers, driving traffic to a newly launched campaign microsite, deals hub, and member operator pages, and supporting the ANW Partner Program enabling operators to tap into high-performing ad creative.

Strategy

1. Full Digital Media Rollout — Developed and delivered a comprehensive media rollout across digital channels for the "Give a Kimberley Holiday a Crack" campaign.
2. Audience Segmentation — Segmented key audiences and aligned messaging with soft adventure travellers to inspire a new generation of visitors.
3. Microsite & Deals Hub Traffic — Drove traffic to a newly launched campaign microsite, deals hub, and member operator pages for direct booking conversion.
4. ANW Partner Program Support — Supported the ANW Partner Program, enabling regional operators to tap into high-performing ad creative and campaign branding.

Results

• Big Head Digital delivered digital media strategy, campaign management and optimisation for Australia’s North West’s Venture the Kimberley destination marketing campaign, with Fred&Co Digital on strategy and creative. The campaign won 2025 Mumbrella Breakthrough Destination of the Year, within a 12+ year client partnership.
• Winner of 2025 Breakthrough Destination of the Year (Mumbrella)
• Strong user engagement across campaign channels
• Increased member bookings through campaign activity
• Expanded visibility and traffic for regional operators

"We're so happy for Australia's North West for winning Breakthrough Destination of the Year in the 2025 Mumbrella Tourism Awards! Fred&Co Digital nailed the strategy and creative, which made our job of executing a cross-channel digital media strategy easy. We've won several awards on behalf of Australia's North West over the years — and their commitment to their members and quality messaging continues to go from strength to strength." — Jessica Cartwright, Director, Big Head Digital

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More Destinations Results

• Australia's South West — Drove high-quality winter tourism traffic to WA's South West through the "Winter Down South" campaign — delivering a 3.9% CTR on a significantly reduced budget.
• 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.
• Australia's Coral Coast — A seasonal Whale Shark campaign performed so well, we used the same playbook to launch a second wildlife season the following year.

Graphic Design by Fred&Co Digital