Shire of Dandaragan / Jurien Bay Tourism

Helping position Jurien Bay as a relaxed coastal tourism destination

The Shire of Dandaragan engaged Overland Media to help position Jurien Bay as one of Western Australia's leading regional tourism destinations through a strategic destination marketing campaign and submission to the WA Top Tourism Town Awards.

While the project involved the creation of photography and video assets, the scope extended well beyond content production. Working closely with the Shire, Overland Media helped shape the overall campaign direction, identify key tourism stories and develop the visual narrative used to showcase Jurien Bay's unique tourism offering.

The objective was to create a compelling destination story that highlighted the region's coastal lifestyle, tourism experiences, local businesses and visitor appeal while delivering a professional content library capable of supporting both the tourism awards submission and future destination marketing initiatives.

The project ultimately contributed to Jurien Bay being recognised as one of Western Australia's premier tourism destinations.

The Business Problem

Jurien Bay had all the ingredients of a successful tourism destination — pristine beaches, marine experiences, unique attractions and a strong local community.

The challenge was effectively communicating those strengths in a way that would resonate with both potential visitors and tourism industry stakeholders.

The Shire required more than a collection of photographs and videos. They needed a cohesive tourism narrative, a strategic visual direction and a campaign capable of showcasing why Jurien Bay deserved recognition amongst Western Australia's leading regional destinations.

The project needed to:

• Position Jurien Bay as a must-visit destination

• Differentiate the region from competing coastal towns

• Capture authentic visitor experiences

• Support a high-profile tourism award submission

• Build a long-term content library for ongoing tourism promotion

• Showcase the businesses, attractions and experiences that make the destination unique

The opportunity was not simply to document the region, but to strategically present Jurien Bay in a way that strengthened its reputation and tourism appeal.

The Strategic Approach

Rather than approaching the project as a traditional content shoot, Overland Media worked alongside the Shire to help develop the campaign direction and identify the stories that would best represent the destination.

The strategy focused on showcasing the complete visitor experience rather than individual locations alone.

Working collaboratively throughout the planning process, we identified key tourism operators, attractions, experiences and community assets that would contribute to a stronger and more compelling destination narrative.

The content strategy centred around three key objectives:

• Demonstrating the diversity of experiences available throughout the region

• Showcasing the lifestyle and atmosphere visitors can expect

• Creating a consistent visual story that aligned with the Tourism Awards judging criteria and future marketing objectives

By combining strategic planning with high-quality content production, the campaign was designed to create both immediate value for the awards submission and long-term value for destination marketing efforts.

The Execution

Overland Media delivered a comprehensive destination content campaign across Jurien Bay and the broader Shire of Dandaragan region.

Content production included:

• Destination photography

• Tourism marketing imagery

• Promotional video content

• Tourism operator storytelling

• Accommodation and hospitality content

• Coastal and marine experiences

• Lifestyle and community-focused content

• Digital marketing assets

The campaign involved capturing a broad range of tourism experiences, businesses and attractions to ensure the final content library could support multiple marketing initiatives beyond the initial awards submission.

The resulting asset collection continues to be utilised across destination marketing campaigns, website content, social media promotion and broader tourism development initiatives.

The Outcome & ROI

The project successfully delivered a strategic destination marketing campaign supported by a comprehensive content library and clearly defined tourism narrative.

Most notably, Jurien Bay was awarded:

GOLD WINNER
WA Top Small Tourism Town Awards 2026

One of Western Australia's most respected tourism accolades.

While this achievement reflects the combined efforts of local businesses, tourism operators, community stakeholders and the Shire itself, the campaign played an important role in helping communicate the destination's strengths through strategic storytelling, destination positioning and professional visual assets.

Beyond the award recognition, the Shire now retains a valuable library of destination content that continues to support tourism growth, visitor attraction and regional promotion initiatives.

The project demonstrates the value of involving strategic content partners early in the planning process — helping shape not only how a destination looks, but how its story is communicated.

For Overland Media, the project serves as a strong example of how strategy, storytelling and content creation can work together to achieve outcomes that extend well beyond traditional marketing deliverables.