New domestic marketing campaigns for WA

Western Australia's tourism industry is expected to receive a boost following the announcement of two new domestic marketing campaigns from Tourism WA.
The first is a new brand and marketing campaign for Perth while the other is a $7.9 million regional marketing campaign, which will run over the next four years.
Designed to attract more national and international visitors, the Perth brand aims to reflect the new energy and vibrancy of the the city.
The campaign will focus on Perth as a changing city with new bars, restaurants and cafes; with a thriving music, arts and cultural scene and having attracted several of the world's leading retail outlets.
The campaign will also highlight Perth's diverse and exciting events calendar and how the city is being transformed with billions of dollars of infrastructure projects planned or under way.
With research showing that the rest of Australia is mostly unaware of those changes, Tourism WA has developed the new brand to make them more aware of what is happening in Perth and to drive a reappraisal of the city as a holiday destination.
The campaign will include a mix of cinema advertising, digital advertising, social marketing, electronic direct mail, search engine marketing and public relations activities.
A new 60 second cinema film has been made as well as eight shorter versions. A suite of 12 new stills images will be used in print and digital campaigns all of which can be view here.
Explaining the changes Western Australia Tourism Minister Kim Hames explains "we have developed the new brand to more correctly reflect the vibrancy of the city and its surrounds in order to drive a reappraisal of Perth as a holiday destination.
"The new brand builds on Perth's natural beauty and enviable climate and communicates that this is a vibrant, modern, welcoming and diverse city."
Tourism WA has also been allocated $7.9 million to develop a new campaign for regional Western Australia.
The Western Australia Government has agreed to reallocate some of the funding from the Royalties for Regions Regional Events Program into the new Regional Tourism Marketing Program.
The program will create a dynamic new campaign, 1001 Extraordinary Experiences, produce two new major brand commercials to inspire people to visit regional Western Australia, and increase cooperative marketing with industry.
New ads and brand material can be seen at

http://ow.ly/esYHB