Tourism WA launches new global tourism brand

Tourism WA has this week launched a new global tourism brand: Western Australia - Walking On A Dream.

The $15 million campaign reimagines the 2008 hit song Walking on a Dream by Perth's Empire of the Sun as the centrepiece of a series of video advertisements which will run on TV and online, interstate and in 11 different countries, showcasing Western Australia’s dramatic landscapes.

The campaign also feature the dancing of two West Australian Aboriginal performers, Rika Hamaguchi and Ian Wilkes.

Launched to industry stakeholders on Tuesday at the WA Museum Boola Bardip by Western Australian Premier Mark McGowan; Deputy Premier and Minister for Tourism, Roger Cook and Tourism WA Managing Director, Carolyn Turnbull, the campaign aims to elevate Western Australia on the world stage as a unique destination within a highly competitive, global travel marketplace.

It will invite visitors to come and enjoy the many otherworldly, dreamlike and wondrous experiences on offer across the state, to expand visitor numbers and boost the local economy.

Set to be used for all Tourism WA marketing activities for at least the next five years, the campaign aims to promote destinations and experiences from across all five of Western Australia’s tourism regions. This has already started with the relaunch of Tourism WA’s website, which uses the Walking On A Dream creative treatment to promote destinations all across the state.

The new-look site includes more than 4,000 pages for users to explore, 10 million words across six languages, and it attracts more than 2.5 million visitors on average each year.

Explaining the messaging behind the campaign, Deputy Premier Cook stated that it promotes “iconic experiences and unique opportunities for visitors to enjoy our pristine wilderness.”

Welcoming the campaign Tourism Council WA Chief Executive, Evan Hall said Walking on a Dream was well-designed to distinguish WA from the rest of Australia to potential interstate and international guests.

Hall declared “to be successful, it is important to stick with the new brand in all interstate and international marketing for the next decade.

“However, WA cannot rely on a brand and marketing alone - this must be complemented by the creation of new tourism experiences showcasing WA’s unique features, state government investment in events, and airline partnerships to attract visitors to WA.”

Image credit: Tourism WA.