Exsus South Australia

Many people are unaware that Australia has been building a well-deserved reputation as a fresh and exciting gourmet destination.

The Challenge

The Challenge

Bespoke Luxury travel company, Exsus were looking for assistance to improve their visibility within Organic Search against luxury high street travel brands and also promote their unique brand through social channels to an audience of high net worth individuals for their new South Australian destinations offering.

The Solution

The Solution

In line with the company’s core goals of attracting an audience of affluent travel enthusiasts we capitalised on South Australia’s increasingly strong reputation for being a centre for fine food and wine. 

Sharing a focus across South Australia’s main food and wine regions we created a long form, responsive, interactive microsite covering the rich gastronomic history of the region. This included interviews with key figures such as Maggie Beer; a prominent culinary celebrity in Australia and interviews and exclusive recipes from some of the region’s best restaurants. 

Social Interaction

Social Interaction

Key features to improve social shares were integrated into the microsite including Facebook open graph tagging, and Twitter card integration on each key page of the site alongside share buttons for key social media networks. Furthermore, social reach to a highly targeted demographic aligned was amplified using Facebook Sponsored stories. 

Bespoke Outreach Project

Bespoke Outreach Project

Beyond social, and to address the primary requirement of the project, we conducted a month long bespoke outreach project aimed at generating community interest and coverage from travel bloggers, South Australian businesses and online travel publications.

There was significant online coverage from one of the worlds top travel bloggers, Vagabondish, who had more than 192,000 followers on Twitter at the time of his trip.

@VAGABONDISH | Award winning travel blogger

The Result

Significant site equity was secured with positive referral traffic (as a result of our outreach programme) from the South Australian Government and prominent travel blog, Thinking Nomads.

The page served as the third most popular route into the Exsus site for new visitors after launch, responsible for almost 10% of all in-bound traffic. The page was shortlisted for the DADI award for best use of visual design, alongside other shortlisted entrants from Google, Gatwick Airport and the Royal Navy and was also shortlisted for best use of visual design at the Big Chip Awards.

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