How the Western Australian tourism body used TV to inspire affluent Singaporean travellers to put Western Australia on their ‘must-do’ list.

Their campaign invites travellers to explore the diverse road trip itineraries that make Western Australia the ultimate destination for a self-drive holiday. Fronted by WA Formula 1 driver Daniel Ricciardo, the campaign follows his journey of reconnection, adventure, and indulgence through the Margaret River Region and along the South West Nature and Wine Drive, alongside his best mate Blake.

In Singapore, the Western Australian state tourism organisation, working with its media agency, used StarHub Advanced TV powered by Hoppr to target affluent travel enthusiasts. The objective was clear: turn awareness into action and move a Western Australian road trip to the top of travellers’ ‘must-do’ lists. The campaign, running from September to October 2024, delivered over 1 million impressions to a custom high-value travel audience.

Brand Overview

The tourism body promotes the state as the ideal destination for premium, self-drive adventures.

Combining stunning natural landscapes, world-class food and wine, and memorable experiences.

Their Problem

The challenge was to cut through media fragmentation and reach affluent, travel-ready audiences in Singapore with sustained brand messaging and sequential creative storytelling.

Why StarHub

Advanced TV?

Advanced TV provided the perfect platform to deliver large-format, high-impact messaging to a precisely defined audience, following them across multiple TV environments to reinforce the campaign narrative and drive action.

Creative Approach

The campaign launched with a 30-second hero film, showcasing Daniel Ricciardo’s road trip adventure through Western Australia, designed to inspire and capture the imagination of travel enthusiasts.

Following this, the agency strategically retargeted exposed viewers with a series of six 6-second bumper ads via open auction. Each of these shortform creatives focused on one of the six key Western Australian destinations highlighted in the hero content, reinforcing the campaign message and driving consideration through concise, destination-specific storytelling.

Audience Targeting

Using Darwin, Hoppr’s advanced planning tool, a custom audience of over 100,000 high-net-worth households and travel enthusiasts was identified. This audience was built through second-by-second analysis of viewing behaviour across live TV, catch-up TV, VOD, and streaming apps.

Buying Model

At the core of the campaign was a Programmatic Guaranteed deal, executed in partnership with Magnite and The Trade Desk. This was supported by open auction retargeting, blending greater message STYLE GUIDE frequency with an optimised investment strategy that allowed the agency to maximise reach and amplify key messages cost-effectively.

Placement Strategy

The campaign focused on post-roll placements across key viewing environments within the StarHub Advanced TV platform:

• Post-roll in streaming apps, capturing viewer attention as they exited popular streaming services.

• Post-roll in live and catch-up TV environments, ensuring brand presence immediately after high-value content consumption.

• Post-roll following video on demand (VOD) viewing, reinforcing the campaign message at key engagement moments.

Results

• Over 1,000,000 impressions served across a four-week campaign

• Delivered sequential storytelling that moved awareness into action, reinforcing key destinations across multiple formats and viewing environments.

• Built and leveraged a high-value, deduplicated travel audience that can be retargeted for future initiatives.

• Enabled the agency to amplify long-form storytelling with short-form creative reminders, maximising campaign efficiency.

Key Learnings

1. Combining programmatic guaranteed buying with dynamic retargeting unlocked both control and scale.

2. Sequential messaging across CTV environments proved highly effective in driving consideration and brand recall.

3. Darwin’s insights allowed for data-led audience building and campaign optimisation, reducing wastage and enhancing performance.

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