Western Australian tourism campaign runs on digital billboards in Piccadilly Circus and Central London

Western Australian tourism campaign – ‘Walking On A Dream’ is now being showcased on London's most prominent digital billboard in Piccadilly Circus, in the latest international rollout of Western Australia's global tourism brand. The week-long advertising and promotional campaign began at midnight 30th January.

The high-impact advertising initiative throughout Central London is supported by the Western Australian Government as part of Tourism WA's $2 million launch of the new global tourism brand in the State's largest international markets and is funded through the WA Government's $195 million Reconnect WA package.

The campaign includes the spectacular 3D animation of WA's iconic floating whale shark which recently wowed New York's Times Square on New Year's Eve.

Visitors to Piccadilly Circus will also see the 60-second Walking On A Dream commercial featuring the music of Empire Of The Sun and dancers Rika Hamaguchi and Ian Wilkes in the Kimberley, Ningaloo Reef, Margaret River and Perth.

Professional dancers reflecting the choreography in the Walking On A Dream film will launch the campaign in Piccadilly Circus to morning commuters who will have the chance to win tickets for a dream holiday in WA.

Two additional sites will go live on the same day in the central business district of Canary Wharf and Kensington's Holland Park. These sites will showcase the stunning Walking On A Dream imagery of Boranup Forest and the Margaret River Region.

Before COVID, the United Kingdom was WA's largest visitor market with more than 140,000 UK travellers spending about $250 million in WA in 2019.

The Walking On A Dream brand launch in London is complemented by a series of trade campaigns currently underway across the UK to encourage more visitors from across the country, including working holiday makers, to travel to WA and experience their dream holiday.

Walking On A Dream was launched domestically in September last year and since then has been launched in key international visitor markets including Indonesia, New Zealand, Singapore, and most recently the United States, where one of Ningaloo's gentle whale sharks floated high above Times Square on New Year's Eve on four impressive 3D billboards.

WA Tourism Minister Roger Cook notes "Walking On A Dream is all about elevating WA as a dreamlike and aspirational destination within a highly competitive global travel marketplace.

"We all saw the amazing images of the floating whale shark in Times Square on New Year's Eve. Now it is London's turn to experience WA's amazing tourism campaign.

"WA has been featuring on plenty of global lists of the best places to see in 2023. The secret is well and truly out.

"The Walking On A Dream global brand launch continues to showcase bold and eye-catching imagery and vision in our key international travel markets, shining a light on the stunning natural assets that make WA a dreamlike and wondrous place to visit.

"The UK is a hugely important inbound visitor market for WA, so putting our new global tourism brand on centre stage in London's West End during the colder winter months will help drive visitors to WA and contribute to a thriving tourism sector into the future."

Image top: WA Walking On A Dream campaign featuring Ningaloo's gentle whale sharks; Image above: Western Australia was showcased on the world stage with dynamic animations from Tourism WA’s global tourism brand, Walking On A Dream - a series of three-dimensional (3D) billboards and a 2D animation which went live on 26th December and ran until 1st January 2023 – including over New Year’s Eve, with the world-famous Times Square celebrations estimated to have attracted around a billion viewers worldwide, with more than 275 broadcasters airing the festivities in more than 200 countries