All roads lead to WA in Singapore partnership campaign

  • Co-operative marketing campaign for Singapore market
  • Partnership between State Government, through Tourism WA, and major Singaporean travel agency Chan Brothers Travel
  • Deal forms part of unprecedented $12 million international marketing boost
  • Taking a road trip in a campervan to explore the stunning regions of Western Australia is just one of the experiences being promoted through a co-operative marketing campaign to attract Singaporean visitors to the State.

    The campaign is a partnership between the State Government, through Tourism Western Australia, and Chan Brothers Travel which is a Singaporean travel agency.

    Targeted at families, couples and groups of friends, the campaign activity which started in June 2019 and will run until June 2020.

    Prospective visitors will be tempted with new packages including itineraries spanning Perth and regional areas such as the Golden Outback, Coral Coast and the South-West.

    The campaign includes digital and print advertising, and will also be promoted at travel fairs with a focus on Western Australia campervan packages.

    Singapore is one of Tourism WA’s key international markets. It was WA’s second largest market in terms of leisure visitor spend in 2018.

    Last year, 82,500 leisure visitors from Singapore spent $143.7 million in Western Australia.

    The deal forms part of the unprecedented $12 million international marketing boost announced by Premier Mark McGowan and Tourism Minister Paul Papalia in March to grow the number of people visiting WA from overseas.

    It is hoped the combined campaign activity in Singapore will generate more than 11,000 visitors, providing a further boost to the WA economy to help create new jobs.

    As stated by Tourism Minister Paul Papalia:

    “Singapore is an important market for our State, and this deal with Chan Brothers Travel as part of the $12 million marketing boost will make an important contribution towards strengthening our appeal to these visitors.

    “The campaign will encourage this market to discover Perth’s new tourism precincts such as the Burswood Peninsula as well as its vibrant nightlife, range of new hotel rooms and dining options before heading out to explore our amazing regional areas.

    “Growing tourism is key to the State Government’s plan to diversify the economy, create jobs and develop business opportunities.

    “Increasing the number of people travelling here from overseas will help achieve those objectives, which is why we committed an extra $12 million to Tourism WA’s international marketing activity.

    “It is the biggest international marketing push in the State’s history and we hope to see thousands more people come to WA as a result of this surge in activity.”

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