‘More Rottnest’ campaign wins Tourism Marketing Award from Detail Marketing Communications

On Saturday night the ‘More Rottnest’ campaign, developed by boutique marketing company, Detail Marketing Communications in Fremantle, won the Tourism Marketing award at the 40th WA Tourism Awards.

The Awards recognise tourism excellence and reflect the passion and professionalism of tourism operators in Western Australia. 

“We are totally thrilled for the Rottnest Island Authority, and we have enjoyed working with them on this great campaign,” said Detail Principal, Claire McGowan.

The successful marketing and advertising campaign was designed to increase the Rottnest occupancy throughout winter and results showed a 23% increase in visitation and a 20.5% increase in revenue throughout the month of July. There was a total of 489 winter packages sold compared to 295 the previous year.

“The ‘More Rottnest’ campaign was about our deep love and attachment for Rottnest, and we are so delighted that the Award has recognised this,” McGowan said.

McGowan also added that the campaign was inspired by affirmations and the desire to find a more peaceful place.

“The concept of the ‘More Rottnest’ campaign highlighted the ‘more’ of what we crave during winter and which you can find at Rottnest – more time, more laughter, more living, more family time,” McGowan said.

This concept was implemented by the Rottnest Island Authority and incorporated above and below the line activities including the use of promotions, billboards, print advertising, bus backs and a dedicated website showcasing winter experiences and retail offers.

Rottnest Island also won gold in the Major Tourist Attraction category and Qantas Award for Excellence in Sustainable Tourism and bronze in the Heritage & Cultural Tourism category. The Agency also had another win with the Fremantle Street Arts Festival recognised in the awards with a silver in the Festival and Events category.

“I am really proud of this work for the Rottnest Island Authority, and believe it shows that small agencies like ours can be big winners for clients,” McGowan said.