Case Study

Outback Spirit


Outback Spirit Tours has been operating for some 15 years and offers premium small group expeditions to some of Australia’s most remote regions using purpose built, high spec, all-terrain Mercedes Benz vehicles.

In 2005 Outback Spirit engaged em creative as their sole marketing agency. Outback Spirit markets their product directly to consumers. They do not distribute through travel agents. Their head office is in Albury NSW and we work remotely to provide a comprehensive range of marketing services.


To perpetuate and grow Australia’s premium brand of outback expeditions for small groups.


From the outset Outback Spirit adopted a strategy of marketing direct to the consumer and bypassing the traditional travel agency distribution network.

The strategy proved highly successful while the company was small. As the company grew, the astute use of direct marketing using both traditional and digital media kept it ahead of its competitors while maintaining and growing the direct sales strategy.


Imaginative product development by the principals, a constant upgrading of vehicles, and the most rigorous quality control ensure an unprecedented level of customer satisfaction.

Products are distributed through beautifully designed glossy brochures mailed directly to past and potential customers. Brochures can also be downloaded from the website.

Strong tactical ads in major metropolitan press and selected magazines drive consumers to call direct or visit the website. Traditional media is supported by judicious digital marketing including SEM and email marketing.

Key marketing involves:

  • Website development
  • Search engine marketing
  • Email marketing
  • Glossy holiday brochures
  • Collateral: newsletters, vouchers and passenger kits
  • Copywriting
  • Brand extensions
  • National advertising
  • Digital asset management
  • Project management
  • Print management


Today Outback Spirit is arguably the premium 4WD luxury operator to Australia’s remote areas with an expanding customer base and product range.

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