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Home / Case Studies / Savannah Way Campaign – Tourism NT & TWA & TEQ
The Savannah Way is one of Australia’s most iconic long-distance road trips, spanning over 3,700 km across Queensland, the Northern Territory and Western Australia. While well known among domestic travellers, the route remained relatively unknown among international audiences. Germany and Switzerland showed strong potential, with travellers drawn to nature, remote landscapes and independent self-drive experiences. With rising demand for meaningful and off-the-beaten-path journeys, the time was right to position the Savannah Way as an aspirational yet achievable adventure for high-value European travellers.
Clients:
Tourism NT, Tourism Western Australia, Tourism and Events Queensland
Market:
Germany & Switzerland
Services:
Marketing Strategy, Digital Marketing, Media Buying, Trade Co-Op Integration, Performance Measurement
Despite its appeal, promoting the Savannah Way faced several barriers. Awareness was low, particularly in comparison to more established Australia itineraries. The route required significant planning, cross-border coordination, and in some sections, a 4WD vehicle, which added complexity for long-haul travellers unfamiliar with the region. Seasonal access further narrowed the ideal travel window, making timing and consultation essential. Success depended on presenting the journey in a way that felt both inspiring and achievable for international audiences. A full-funnel digital strategy was needed to build awareness, drive consideration, and capture intent across the German and Swiss markets. Just as important was the involvement of trusted trade partners who could offer curated packages, expert advice, and access to loyal consumer databases to help convert interest into bookings.
New Age Marketing, together with the media agency Story9, implemented a full-funnel campaign across Germany and Switzerland. In the prospecting phase, mobile-first, interactive creatives and native formats highlighted the Savannah Way’s rich diversity, from waterfalls and wildlife to Aboriginal culture and wide-open outback roads. Targeting focused on past Australia travellers, high-value audiences, and behavioral filters for self-drive and nature-based travel. In the conversion phase, users were retargeted with tactical ads linking to curated Savannah Way packages from Best of Travel Group in Germany and Dreamtime Travel in Switzerland. Floodlight and Meta pixel tracking enabled real-time optimization and performance measurement. Both trade partners supported the campaign through contra marketing to extend reach and reinforce conversion efforts. Their expert advisors helped convert leads through personalized consultation while activating loyal customer databases to complement the paid media strategy. This integrated approach ensured strong visibility and measurable results across the funnel.