The Challenge

The Home & Away Tour gives fans from all over the world a chance to walk the sands of Summer Bay, meet cast members, and experience the magic of one of Australia’s most iconic TV shows. But behind the scenes, their marketing team was stuck.

They had a golden opportunity: superfans, beautiful locations, celebrity encounters — but very little of that was making it onto their socials. Without fresh, authentic content, their organic reach was low. Engagement was patchy. And the ad spend they were putting into Meta? It wasn’t converting.

The brief to REMAP: help us bring the tour to life online, and get more bums on seats.

Step 1: Unlocking Hidden Content

The first thing we noticed was how much untapped content was happening daily on the tours. Fans laughing with cast members, taking selfies at iconic set locations, soaking up the experience — but none of it was being captured in a way that could scale.

So we turned their guides into content ninjas.

We delivered hands-on training with the tour team, showing them how to shoot quick, candid, high-impact videos on the fly. Not staged or scripted — just raw, real moments that fans couldn’t get anywhere else.

The result? A steady flow of on-brand, social-ready content that captured the magic of the tour and fuelled a much more consistent posting rhythm. Engagement lifted almost immediately.

Step 2: Turning Content into Conversions

Of course, great content is only part of the puzzle. To translate that attention into actual bookings, we needed to make sure the right people were seeing it — and taking action.

That’s where REMAP’s Meta Business Partner capabilities came into play.

As an accredited Meta Partner, we were able to build advanced targeting strategies using a full suite of tools not typically available to everyday advertisers. We:

• Segmented custom audiences based on past purchasers, site visitors, and social engagers.
• Built high-performing lookalikes to reach new fans with similar behaviours and interests.
• Geo-targeted campaigns to focus spend on areas with high concentrations of potential tour-goers (especially domestic travellers during lockdown recovery).
• Ran dynamic creative tests to fine-tune ad formats, calls-to-action, and messaging for maximum cut-through.

All of this was layered over the new content — much of it coming directly from the guides on tour — which added authenticity and drove stronger emotional engagement.