The Challenge

California has the Pacific Coast Highway. Victoria has the Great Ocean Road. WA has the South West Edge, except…no-one quite knew it like that.

Australia’s South West approached thebox for an idea on how they could market the 12-day, 1200 km picturesque road trip from Perth to Esperance. ASW had all the raw materials; they just needed to figure out a way to pull such a huge range of things to do and see into one neat offering. 

With a larger goal of increasing visitorship to the area, this project would pull in national and international markets looking for the adventure of a lifetime.

The Idea

From the get-go, thebox understood the massive potential of an initiative like the one ASW were embarking on. We could turn a locally-loved, iconic route bursting with adventure and excitement into an internationally-renowned route.

Affectionately known as The South West Edge, the crew came up with the name ‘EnRoute’, and designed a standalone website that included itineraries and road trips based on preferences, like trip length or things to do. 

We envisioned EnRoute to be the traveller’s bible to WA’s beautiful South West corner and beyond. A one-of-a-kind digital experience that was just as dynamic and exciting as the journey itself.

The Solution

The brand metamorphosed into the website. Collaborating with EUSO Digital, thebox created a new kind of online travel guide: one focused on a truly customised, digital-first experience.

With a broad audience of local, interstate and international tourists, the ability to be flexible was key for the South West Edge to take off as a recognised road trip route.

EnRoute online emphasised the ability of the route to be taken in ‘chapters’ rather than as a strict itinerary. From twelve-day expeditions to relaxing weekends away, EnRoute’s interactive map software can be used to plan road trips based on visit length, specific locations and interests.

Naturally, there would be LOTS of maps required, so it was important to ensure everything else was kept as clean and easily navigable as possible.

The Last Word

We were stoked to work with ASW to deliver a dynamic and strong brand and a user-friendly online platform that perfectly reflected the beauty and potential of the route. 

In a post-COVID world, we are glad that ASW and the South West Edge have a strong platform to appeal to visitors from both interstate and internationally. 

What we’ve done

  • Name Creation
  • Brand Development
  • Corporate Style
  • Design
  • Press
  • Website

What They Said

Working with thebox and EUSO Digital to create The South West Edge brand, style guide and website has been a seamless and collaborative process from start to finish. The brand identity they have developed really embodies what this road trip is all about – being adventurous, bold, brave and memorable.

The look, feel and functionality of the website all work to entice prospective travellers to spend more time on the site, exploring and learning about the regions of Australia’s South West, Destination Perth and Australia’s Golden Outback and their respective destinations, epic natural attractions, tours, experiences and things to see and do to help them plan a trip.”

Catrin Allsop, Chief Executive Officer at Australia’s South West

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