Daniel Ricciardo promotes Western Australia road trips via global campaign

A new global tourism campaign - ‘Drive the Dream’ - featuring Western Australian and Formula 1 driver Daniel Ricciardo will showcase the State as the ultimate destination for road trips.

The ‘Drive the Dream’ campaign invites travellers to explore Western Australia as the ultimate destination for a self-drive holiday, and follows Ricciardo and his best mate Blake on their roadtrip from Perth to Exmouth along the Coral Coast Highway.

The 9-minute hero film sees the pair enjoy a number of iconic Western Australian tourism experiences, including swimming with whale sharks, catching and cooking fish as part of an Aboriginal cultural experience and camping out at Bullara Station.

The WA Government, through Tourism Western Australia, partnered with creative and production agency Rhythm and media agency Initiative Perth to launch the global ‘Drive the Dream’ platform.

The campaign will be rolled out over the next 12 months across Australia and the State's key international markets, including Europe, the UK, South East Asia and Japan, aiming to attract visitors to WA and inspire them to take their own road trip.

Managing director at Tourism WA, Carolyn Turnbull shared “an overarching objective of Tourism WA’s brand platform is to provoke the spirit of adventure in every traveller – and there’s no better way to do that than through the lens of Daniel Ricciardo and the ‘Drive the Dream’ campaign as he takes in the state’s wondrous landscapes on his way from Perth (Boorloo) to Exmouth (Warnangoora).

“This new campaign will ultimately entice visitors from all over the world to come to Western Australia and enjoy a road trip like they’ve never experienced, and provide a boost to the state’s economy.”

Adam Rule, founder and director at Rhythm, said it was fantastic working with Ricciardo on the hero film and added “The short film is designed to capture the stripped-back authenticity of two mates enjoying the freedom of a Western Australian road trip for the first time. It was a privilege to lead such a devoted and talented group of West Australian creatives, producers, managers, crew, and Australian musicians.”

Drive the Dream will also include partnerships with Qantas, Trip.com and Expedia, to encourage travel bookings to Western Australia.

The campaign is a follow up to last year's launch of WA's global tourism brand Walking on a Dream, and was supported by an all-Western Australian crew to bring it to life.

Find out more about 'Drive the Dream'