WA’s new global tourism brand Walking On A Dream has launched with the release of a new video inspired by the State’s Aboriginal heritage that showcases a number of our stunning destinations, including Ningaloo Reef, the South West, Perth and the Kimberley.
Electronic band Empire of the Sun – led by WA-raised frontman Luke Steele – has re-recorded their global hit single to feature as the backing track for the $15 million campaign.
Two West Australian Indigenous performers Rika Hamaguchi and Ian Wilkes also star in the marketing material, which will hit screens in the eastern states from Wednesday.
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READ NOWThe campaign – which will run across TV, print, digital, radio and social media – will then also be launched in 11 overseas markets as WA looks to entice travellers back to the State following more than two years shut behind a closed border during the COVID pandemic.
Tourism Minister Roger Cook said every country around the world was trying to “rebuild and refresh” their offering and pitch to travellers.
“It is the toughest and most competitive tourism market the world has ever seen,” he said.
“In the year before COVID-19 the total visitor spend contributed $13.5 billion and 100,000 jobs to the WA economy.
“This new campaign will ensure that WA stands out as one of the world’s most unique, memorable and most desirable places to visit, now and well into the future.”
Premier Mark McGowan said the campaign – which was developed by a WA’s The Brand Agency and shot on-location by a local film crew – would make WA “truly shine in a crowded global marketplace”.
“WA’s wonderful landscapes and heritage, which are unique to each region, are illustrated in the campaign and it’s expected these dreamlike experiences - which are a reality here in WA - will appeal to visitors from across the country and all around the world,” he said.
