Award Nominations

Make Mingenew The Middle of Your Wildflower Season

Category: Shoestring Website (under $10,000)
Entrant: Agency name only
State of Entry:
Website: https://mingenew.wa.gov.au/wildflower-season/

The Shire of Mingenew is a small regional community in Western Australia. The primary economic source in the region is agriculture. Experiencing a decreasing population, the Shire sought a strategy to bring visitors to the town and increase economic opportunities. Identifying the wildflower season as a key driver for visitors, Lateral Aspect was engaged to develop a tourism strategy and campaign. 

The target market was grey nomads 55+, travellers 25–55, and young families 30–55, that have an interest in flowers, luxury camping, outdoor activities and adventure vacations.

With a small production budget, a campaign statement was created along with a brand device, landing page, video and social media campaign.

The focal point for the campaign was the website landing page. The decision was made to create a landing page (rather than a page on the existing Shire website) as there was also a supporting campaign running for a set period of time. Whilst the landing page needed to complement the design of the Shire’s website, it needed to be unique and eye-catching – following the look of the brand device and video, as well as providing information on accommodation, food and beverage facilities and other tourism assets.

Promo image
'Where to Stay' section
'Wildflower Sites' section