Cable Beach Club Resort

what a febulous idea

We were presented with a challenge by our friends at the Cable Beach Club Resort & Spa - to promote visitation in February which is usually considered a down time in Broome due to the heat and humidity. The resort is also at a reduced offering with many of the facilities closed, so there is a challenge to get potential visitors to see it’s appeal as a holiday destination.

“Cheaper rates, the unique Broome experience of staying at the Resort right on Cable Beach and only a 2.5hr flight from Perth make this just as attractive, but perhaps more ‘special’ than staying ‘down south’.”

After some digesting, digging and discussing, we came to the conclusion that we needed to accept the conditions and work with them. So, the basic premise became ‘sure, it’ll be hot in Broome in February but if we’re just chilling by the pool, enjoying good food, long lie-ins and being spoilt - and we’re saving money - why wouldn’t we go?

The campaign, targeted within WA only and focusing mainly on locals (Kimberley/Pilbara) as well as those in the Perth metro and South West regions, ran as a digital campaign. It brought the proposition to life, using channels including Facebook, electronic direct mail and google display/search. Local radio was also explored as a way to reach a local audience. The messaging focusing on all the fabulous things you can experience at Cable Beach Resort (activities, dining, rest and relaxation), for less in Feb.