Dwellingup Tourism

 
 
 

Helping position Dwellingup as one of Australia’s leading adventure tourism destinations

Dwellingup is one of Western Australia’s most recognisable nature and adventure destinations, known for its forests, trails, rivers, camping, mountain biking, hiking, paddling, local operators and relaxed country-town character.

The opportunity was to create content that did more than simply show what was there. The goal was to help shape how people understood Dwellingup as a destination — not just a quiet regional town, but a place built around adventure, nature, escape and experience.

Overland Media worked with Dwellingup Tourism to develop and produce a destination content campaign that brought this positioning to life across video, photography, social media, website content, visitor marketing and tourism promotion.

The work included concept development, a hero destination video, campaign photography, drone content, social assets, operator-focused content and visual storytelling across key visitor experiences including mountain biking, hiking, canoeing, camping, local food, accommodation, trails and family-friendly adventure.

The content helped build a long-term visual asset library for the destination and supported Dwellingup’s broader tourism marketing during a period where the town went on to win major recognition, including Gold in the 2023 7NEWS Tiny Tourism Town category in Western Australia and Australia’s Top Tiny Tourism Town in 2023.

The Business Problem

Dwellingup had all the ingredients of a strong tourism destination: natural beauty, adventure experiences, local operators, trails, rivers, camping, mountain biking, food, accommodation and proximity to Perth and Mandurah.

The challenge was communicating that offering in a way that felt clear, compelling and marketable.

For regional tourism, it is not enough to simply show scenery. The content needs to answer a bigger question:

Why should someone choose this destination?

Dwellingup needed visual content that could help:

  • Increase destination visibility

  • Position the town as an adventure tourism hub

  • Promote local experiences, operators and visitor activities

  • Attract families, couples, outdoor travellers and weekend visitors

  • Support tourism campaigns across website, social media and visitor marketing

  • Create consistency across destination messaging

  • Build a library of high-quality assets that could be used beyond a single campaign

The real problem was not a lack of experiences. It was the need to package those experiences into a clear visitor story.

Dwellingup needed content that made people feel the destination before they arrived.

The Strategic Approach

The strategic direction was to position Dwellingup as an adventure destination — a place where visitors could escape into nature, explore the forest, move through trails, connect with the outdoors and experience more than a standard weekend getaway.

Rather than creating disconnected clips of activities, the approach was built around a destination narrative.

The content needed to show Dwellingup as:

Adventurous
Mountain biking, hiking, paddling, camping and outdoor experiences needed to feel energetic, accessible and aspirational.

Natural
The forest, river, trails, light, textures and landscape needed to create a sense of escape and immersion.

Welcoming
The town still needed to feel approachable for families, couples, first-time visitors and everyday travellers — not just hardcore adventure seekers.

Commercially useful
The assets needed to support campaign activity, website updates, social media, tourism promotion, local operators, visitor guides, presentations and broader destination marketing.

The goal was to build content that could work across the entire visitor journey: awareness, inspiration, planning and decision-making.

This meant focusing not only on what visitors could do, but how Dwellingup could make them feel.

The Execution

Overland Media developed and produced a full tourism content campaign for Dwellingup, capturing the destination across multiple locations, activities, operators and visitor experiences.

The production included concept development, campaign planning, shoot direction, video production, photography, drone capture and social-first content creation.

The content covered a wide range of visitor experiences, including:

  • Mountain biking

  • Hiking and walking trails

  • Canoeing and paddling

  • Camping and outdoor stays

  • Forest and river landscapes

  • Local cafes and food experiences

  • Accommodation

  • Family-friendly activities

  • Local tourism operators

  • Visitor centre and destination touchpoints

  • Social media and campaign assets

  • Hero destination storytelling

The key deliverable was a hero video supported by a broader library of photo and video assets. This gave Dwellingup Tourism the ability to use the content across multiple channels rather than relying on a single campaign asset.

The content was created for flexibility, allowing it to be used across:

  • Website pages

  • Social media

  • Paid tourism campaigns

  • Visitor guides

  • Destination marketing

  • Local operator promotion

  • Tourism award submissions

  • Signage and presentations

  • Ongoing promotional activity

This is where the real value sits. The project was not just about one polished video. It was about creating a destination asset library that could continue working for the town over time.

The Outcome & ROI

The content helped support Dwellingup’s positioning as one of Western Australia’s leading adventure tourism destinations.

By creating a strong visual identity around nature, trails, outdoor experiences and visitor lifestyle, the campaign gave Dwellingup Tourism a library of assets that could be used across marketing, social media, website content, visitor communications, campaign activity and award submissions.

The outcomes included:

  • Stronger destination visibility

  • Clearer positioning around adventure tourism

  • A reusable library of high-quality photo and video assets

  • Better promotion of local experiences and operators

  • Content that continued to be used years after production

  • Support for tourism campaigns, website updates and social media

  • Stronger visual storytelling across visitor-facing marketing

  • Increased credibility through major tourism recognition

During this period, Dwellingup went on to receive major tourism recognition, including being named Australia’s Top Tiny Tourism Town in 2023. Tourism Council WA also announced that Mandurah and Dwellingup both won at the National Top Tourism Town Awards, with Dwellingup taking Gold in the Tiny Tourism Town category.

The result was more than tourism content. It was destination positioning.

Overland Media helped Dwellingup Tourism turn its natural assets, adventure experiences and local character into a clear, compelling visitor story — one that could be used across campaigns, platforms and tourism promotion for years.