Mackerel Islands
[Case Study]
Client: Mackerel Islands Pty Ltd
Mackerel Islands
Onslow Beach Resort
Karijini Eco Retreat
Challenge
Develop a locals-focused campaign to increase last-minute bookings across three separate brands and build astronger loyalty base in the Pilbara.
Scope
We delivered a full marketing strategy, campaign direction and creative assets.
We mapped Pilbara travel behaviour and identified key local segments and built a phased seasonal plan with defined channels.
We developed three campaign concepts to test positioning approaches. The winning direction, Closer Than You Think, positioned the resorts as accessible, low-effort escapes aligned with the Pilbara mindset.
Outcomes
- A clear locals-first positioning across three distinct resorts
- A unified campaign platform that can flex across seasons and offers
- A practical phased activity plan with defined audiences and channels
- Campaign assets ready for rollout
- Identified partnership pathways across sporting clubs, schools and corporate networks
Problem solvers
Each resort has a different audience and price point. The campaign needed to present a consistent message while respecting those differences.
We addressed this by focusing on proximity, ease and experience rather than price or brand. This allowed the campaign to drive local bookings while protecting the distinct positioning of each location.
