Overview
This academic project focused on developing a social media engagement plan for Springbrook Lyrebird Retreat, an eco-friendly accommodation located in Springbrook National Park. The goal was to strengthen the brand’s digital presence and attract eco-conscious travellers through strategic Instagram content.
The Challenge
The retreat had a limited social media presence and no Instagram account, which reduced its visibility among younger and eco-minded audiences. The objective was to create a strategy that would help grow brand awareness, highlight the retreat’s romantic and nature-focused appeal, and communicate its conservation mission.
Audience Research
The target audience included couples seeking peaceful romantic getaways and environmentally conscious travellers.
Strategy
The strategy was built around three content pillars: nature and wildlife, romantic escapes, and sustainability. Instagram was chosen as the main platform to visually communicate the retreat’s atmosphere and values.
Key Learnings
This project strengthened my skills in audience research, strategic content planning, social media storytelling and visual communication for tourism brands.
Content Design
The project included Instagram promotional post concepts focused on guided tours, longer stays and the retreat’s unique rainforest setting.
Tools Used
Adobe Creative Suite, content strategy planning, and persona development.