DESTINATION CAMPAIGN & MUMBRELLA AWARD WINNER
VENTURE THE KIMBERLEY
In partnership with Fred&Co Digital, we led the digital media strategy and management for an award-winning tourism campaign that positioned the Kimberley as Australia’s must-do soft adventure destination.
- Meta Advertising
- Google Advertising
- Campaign Management & Tracking
- Creative Optimisation
2025
MUMBRELLA AWARD WINNER
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Australia’s North West needed to overcome outdated perceptions of the Kimberley as remote, expensive, or hard to access.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.
Fred&Co Digital's led the media strategy and planning for the 2025 “Give a Kimberley Holiday a Crack” campaign — the third campaign in a successful long-term partnership with Fred&Co Digital and over 12 years partnership working with Australia’s North West- they are one of our very first clients!
For this campaign our focus included:
- Developing and delivering a full media rollout across digital,
- Segmenting key audiences and aligning messaging with soft adventure travellers
- Driving traffic to a newly launched campaign microsite, Deals hub, and member operator pages
- Supporting the ANW Partner Program, enabling operators to tap into high-performing ad creative and campaign branding
OUR APPROACH
RESULTS
The campaign was a standout success, earning industry recognition and delivering significant impact:
- Winner of the 2025 Breakthrough Destination of the Year (Mumbrella)
- Strong user engagement
- Increased member bookings through the campaign activity
- Expanded visibility and traffic for regional operators through targeted media delivery
"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.
Thanks for the Big Head Digital team, Fred&Co Digital and the team at Australia's North West - we're super proud to continue our work with you and keep beating our high benchmarks year after year."
JESSICA CARTWRIGHT
