Wests Group

Category

Sales & Marketing

Wests Group is a not-for-profit member-based organisation. Includes accommodation, Clubs, Restaurants, Balance Collective gyms, and the Newcastle Knights NRL & NRLW teams.

Website Development and Content Creation

Communications Campaign
'Spritz and Dips' by the Anchorage, 2024

A seasonal spring campaign designed to drive revenue during a traditionally low-occupancy period.


  • Multi-channel campaign rollout, assets, EDM's, performance tracking and social media analysis.

  • Brand storytelling and communications.

  • Researched and identified key influencer collaborators.

Major Project

Sought to identify new growth potential arising from the 2025 launch of the Newcastle international airport.

Took initiative to independently analyse Anchorage Hotel & Spa's CRM system and booking data to map customer journeys, key behavioural touch points and booking patterns. Analysed tourism forecasts and projected inbound traveller growth.

Audience segmentation and communication needs

Chinese Market

  • China is Australia's fastest-growing inbound market, with arrivals increasing about 21% year-on-year in recent recovery periods.


  • 100% booking via third-party channels, little to no large proportion of group tours (though independent travel is growing)


  • Many family or multi-generational groups.


  • Interested in iconic natural landscapes, wildlife experiences, photography and scenic locations.


  • Demonstrate planned habits, with extra activities and spending potentially limited on site.


  • Peak travel in winter seasons.

Indian Market

  • Travels in large groups of 8+

    Recent boom of the middle class, thereby increased spending potential.


  • Communication preferences: luxury, unique brand positioning.


  • Increased spending potential on-site.


  • Peak travel in winter seasons.


  • Potential penetration of direct hotel marketing via targeted adverts, and potential collaborators to increase booking potential via direct channels (more direct revenue, no commissions).


  • Potential: leverage third-party booking systems to create localised content


  • Integration of hotel amenities, package capabilities via third-party channels