Make Mingenew The Middle of Your 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.