Find out information on the audiences we speak to. Understanding our audiences is key to our success. Not only do the results feed into our own activities such as marketing strategy and campaign planning, but this information is of huge value to others in the tourism industry too.
We follow Tourism WA’s and Australia’s South West’s domestic segmentation, which is currently under review.
Primary
- Millennials, Young Couples and Young Families within Perth and the South West.
- BunGeo locals (so they can share tell our story) to the VFR market.
- Markets aligned with pillars:
- Arts & Culture
- Culture Vultures: 60% aged 50 years plus who are predominantly females.
- Adventure & Nature
- MTB riders: 88% males, 26-50 years. 50% 35-50 years.
- Off The Beaten Track: predominantly split between Millennials and Baby Boomers.
- Eat & Drink
- Predominantly Millennial market.
- Events (focused on the above pillars)
- Arts & Culture
Secondary
- Interstate via Australia’s South West (ASW) & Tourism WA, following their domestic market segments, including:
- Escape & Connect
- Bright Lights (Bunbury only)
- Off The Beaten Track
- International: Experience Seekers.
- Geographical: Through ASW target interstate and international markets, including Sydney, Melbourne, New Zealand, Indonesia, Singapore, Malaysia, Japan, China & Hong Kong, UK, Germany, Switzerland, and the USA. Plus, our LGA sister cities and international relationships.
