German and Swiss travellers will be encouraged to holiday in Western Australia thanks to a new Tourism WA campaign with European travel agency, Boomerang Reisen.
As part of the campaign, television ads featuring WA will run throughout the broadcast of popular German TV show, Goldrush in Australia, which features two men searching for gold in the Australian outback.
Other campaign activities include travel trade shows, electronic newsletters and social media campaigns, with all activities driving traffic to Boomerang’s website Australien.com. The website will feature special travel offers, as well as WA content.
Campaign content will feature experiences that appeal to German and Swiss travellers, including camping, self-drive tours, outdoor activities, the beach, Indigenous tours, adventure, and wildlife.
The campaign aims to raise awareness of the easy access to Perth with key airline partner Singapore Airlines, and position WA as a year-round holiday destination.
The campaign booking period is between October 1, 2019 and December 31, 2020.
In the year ending March 2019, Germany was WA’s sixth largest market for leisure visitor spend; 43,700 leisure visitors from Germany and Switzerland spent $98 million.
As stated by Tourism Minister Paul Papalia:
“Campaigns such as this one help position WA as Australia’s western gateway to visitors from our key international markets.
“In recent years we’ve been focusing on changing people’s perceptions of Perth – encouraging visitors to discover our vibrant capital city and explore our diverse regions.
“We know that German and Swiss travellers love a good outdoor adventure, so this partnership with Boomerang Reisen will focus on promoting all the exciting, unique destinations and experiences our wonderful State has to offer.”