Shire of Dandaragan / Jurien Bay Tourism

 
 
 
 

Helping position Jurien Bay as a relaxed coastal tourism destination

Jurien Bay is one of Western Australia’s standout coastal towns, known for its beaches, turquoise water, sea lions, 4WD coastline, relaxed lifestyle and easy access to nature-based tourism experiences.

The Shire of Dandaragan needed fresh video content to support Jurien Bay’s destination marketing, promote the town beyond local audiences and strengthen its tourism award submission.

The goal was not to make Jurien Bay feel overproduced or overly commercial. The strategic direction was built around a simple idea:

Jurien Bay time.

Slow down. Switch off. Get outside. Enjoy the coast.

Overland Media worked with the Shire of Dandaragan to create a hero tourism video, supporting visual content and an award submission video that captured the relaxed beach escape Jurien Bay offers — from coastal landscapes and beaches through to 4WD experiences, sea lions and the rhythm of a slower regional getaway.

The content has been used across the tourism award submission, social media and paid advertising, supporting Jurien Bay’s current visibility as a finalist in the 2026 7NEWS Top Tourism Town Awards.

The Business Problem

Jurien Bay had a strong tourism offering, but the Shire needed fresh content that could package the destination clearly for visitors, award judges and broader tourism audiences.

The challenge was to promote Jurien Bay beyond people who already knew the town.

The content needed to help:

  • Increase destination visibility

  • Refresh Jurien Bay’s tourism video content

  • Promote the town to visitors outside the local area

  • Support a tourism award submission

  • Showcase the coastal lifestyle and nature-based experiences

  • Communicate the relaxed pace of the destination

  • Create content suitable for social media and paid advertising

The real problem was not a lack of destination appeal. Jurien Bay already had the natural drawcards.

The challenge was turning that appeal into a clear visitor story — one that felt calm, coastal, memorable and easy to understand.

The Strategic Approach

The strategy was to position Jurien Bay as a relaxed coastal escape.

Rather than pushing the destination as a packed itinerary or high-energy adventure town, the creative direction focused on the feeling of slowing down by the coast.

The central idea was “Jurien Bay time” — a simple positioning concept that captured the pace, mood and emotional appeal of the destination.

The content needed to show Jurien Bay as:

Relaxed
A place where visitors can slow down, breathe, unwind and enjoy an easier rhythm.

Coastal
Beaches, water, coastline and natural light were central to the visual identity.

Accessible
The content needed to feel inviting for everyday visitors, families, road-trippers and regional travellers.

Experience-led
The destination story had to include memorable tourism moments such as sea lions, 4WD coastal experiences, beaches and the natural environment.

The award submission also required a clear and compelling destination narrative. The content needed to make Jurien Bay feel like a town with a distinct visitor identity, not just another beach location.

The Execution

Overland Media created a focused tourism content package for the Shire of Dandaragan, built around destination storytelling and award-submission support.

The project included:

  • Hero tourism video

  • Award submission video

  • Supporting photography

  • Coastal and beach imagery

  • Drone and landscape content

  • 4WD coastal experiences

  • Sea lion tourism content

  • Social media assets

  • Paid advertising content

The production captured Jurien Bay’s natural strengths: beaches, coastline, marine life, outdoor access and the slower rhythm of the town.

The hero video was designed to sell the destination emotionally, while the award submission video helped communicate the town’s visitor experience in a more structured and purposeful way.

Supporting content gave the Shire additional assets for social media and paid advertising, helping extend the value of the project beyond the award submission itself.

The Outcome & ROI

Because the project was completed recently, the long-term tourism impact is still developing.

The strongest current outcome is that Jurien Bay has been named a finalist in the Small Tourism Town category of the 2026 7NEWS Top Tourism Town Awards. Public coverage of the awards listed Jurien Bay alongside Carnarvon, Harvey and York as Small Tourism Town finalists.

The project has helped support:

  • Jurien Bay’s tourism award submission

  • Improved destination visibility

  • A refreshed visual identity for tourism promotion

  • Social media and paid advertising activity

  • Clearer communication of Jurien Bay’s relaxed coastal appeal

  • A stronger destination story built around “Jurien Bay time”

  • Promotion of key visitor experiences including beaches, coastline, 4WD and sea lions

The result is a current, campaign-ready content package that helps the Shire of Dandaragan promote Jurien Bay as a relaxed coastal destination with a clear visitor identity.

This case study is still unfolding, but the early proof point is strong: the content has supported Jurien Bay’s finalist position in one of Western Australia’s key tourism recognition programs.