• Spirits of the Red Sand

Spirits of the Red Sand Logo

Driving cultural empowerment through a first-of-its-kind Aboriginal tourism experience.

Spirits of the Red Sand was launched in December 2017 and is the only Aboriginal Cultural Dinner and Show of its kind. The essence of the experience is a strong social conscience; it’s as much about entertainment as it is about sharing a culture and its history with the audience. Social enterprise and community empowerment are at the core of the Spirits operation.

The Spirits team have been working with Maverick Digital from the get-go, initially collaborating on naming, branding and launching the business in 2017. Since then, a holistic approach to digital has driven awareness, engagement and bookings for this first of its kind experience. A spectacular website, complemented by tactical paid media, consistent social messaging, continual SEO activity and an integrated communication plan to all stakeholders has ensured Spirits is seeing YOY growth as the business becomes an established Queensland tourism product.

Communicating the brand’s essence through digital

The new Spirits of the Red Sand website offers a modern, user friendly and inspiring take on the Spirits of the Red Sand experience. The imagery and footage used creates an emotional connection between the site visitors and experience on offer, inspiring brand engagement and online sales.

Spirits’ digital presence was rolled out across all touch points, ensuring a seamless and powerful customer experience.

Driving awareness through tactical paid media

With Spirits of the Red Sand still a new product to the Australian visitor market, the goal is to drive brand awareness with a clear focus on those travelling in market – both international and domestic. The combination of tactical Facebook, Instagram and Google Ads strategies have driven a 150% increase in website traffic YOY, achieving ‘right place, right time’ messaging and ensuring the Spirits of the Red Sand product is steadily becoming a true Australian tourism icon.

+150% in website traffic YOY
+93% in social referrals YOY

YOY results for 2019

Organic social to share a message

A unique and engaging social media plan supported the drive for brand awareness, while also balancing the need for important social impact messaging. Spirits’ primary social channels – Facebook and Instagram – focus on sharing the wider context behind the product itself, and often begin conversations around cultural empowerment and first nation issues. The creation of this engaging community space gives Spirits not only a space to tell the story behind their brand and their products – with a 93% increase in website social referrals YOY – but also helps visitors connect with the positive community impact their experience has.

Industry recognition after only two years in business

In November 2019, Spirits won Bronze in the Aboriginal and Torres Strait Tourism category of the Queensland Tourism awards. Up against businesses who had been in operation for decades, this win illustrated the power of the Spirits social impact and cultural empowerment mission – as well as how the company’s brand and digital elements have come together to create a professional, stand-out offering.

We love working with businesses who are on a mission to empower indigenous cultures through tourism, and are inspired by the impact Spirits has on its team – all of whom are direct descendants of Aboriginal mobs; their families experiencing many of the events that are brought to life in the show.

  • Tamaki Maori Village
    The Maverick team has a clear passion for tourism, a wealth of knowledge with online customer experience, online marketing & ultimately booking conversions. We are very pleased with the results we have had so far.
  • Whakarewarewa

    The way you do your business is exceptional - you are all ‘can do’, love to go the extra mile, and get really excited about our product. Only two months in, our conversion rate is double what it was this time last year with our old website. I think that speaks for itself?

  • Rotorua Canopy Tours
    We have been working with Alex and the Maverick team for 5 years now - their dedication to making our business successful has never been doubted and as a result our business has gone from strength to strength because of their work.
  • Destination Coromandel
    We have to be focused on reaching our target markets with the right content in order to maximise our spend. Maverick Digital provide the expertise to make this connection work cost effectively.
  • Southern Lakes Helicopters
    Alex and her team at Maverick have been fabulous in putting together our new website – which we love, and are proud to show to the world. At all stages Alex kept in touch and listened to our thoughts and ideas and built these into the site, along with all the enhancements that the Maverick design team brought to the table. We are delighted with the end result!
  • Hobbiton Movie Set

    Working with the Maverick team has been a breeze. They understand our business needs and have quickly become a trusted and expert source of information on all things Digital. The monthly reports, regular comms and calls from Alex and the team ensures we are close to the data and are getting the best bang for our buck.