Sunday, September 25, 2022

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    WA Tourism showcases dreamy magic to entice visitors

    The magical, supernatural and dreamlike experiences of Western Australia have been brought to life in a global campaign by Tourism WA.

    The Walking On A Dream campaign showcases the state’s natural tourism attractions, following local performers Rika Hamaguchi and Ian Wilkes, on a dreamlike journey as they interact with the magical and wonderous locations.

    The ad features a re-imagined version of electronic band Empire Of The Sun’s hit song Walking On A Dream.

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    Brimming with magic, special effects and a dream-like storyline, the aims to promote Western Australia as a unique holiday destination within the fiercely competitive global travel marketplace.

    The $15 million campaign, which includes TV, print, radio, digital and social activity, will underpin the brand’s marketing activities for the next five years. It is supported by WA Government's $195 million Reconnect WA package, which aims to boost visitor numbers, infrastructure and jobs in tourism and related sectors.

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    The campaign was created by Perth-based creative agency The Brand Agency with media agency Initiative and production companies Clockwork Films and King Street. 

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    Western Australia’s minister for tourism, Roger Cook, said: "Walking On A Dream is inspired by WA's unique Aboriginal culture in an artistic, authentic way, in line with the State Government’s Jina Plan objective to make WA the nation's premier Aboriginal tourism destination.

    "The past few years have been unlike anything the tourism sector, and the world, have ever experienced before. Every country, every State is trying to rebuild and refresh their tourist industry. It is the toughest and most competitive tourism market the world has ever seen. 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," said Cook. 

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