Western Australia's unique destinations and experiences are epitomised as 'Walking On A Dream' in a new global tourism brand for the State launched by the McGowan Government.
The 'Walking On A Dream' campaign invites travellers to visit WA to explore the attributes that make WA a wondrous, dreamlike place - including its jaw-dropping landscapes and one-of-a-kind experiences that inspire a sense of unparalleled freedom.
The new tourism brand - through Tourism WA - will lift the profile of WA as a unique holiday destination within a fiercely competitive global travel marketplace, to turbocharge interstate and international visitation, boost the WA economy and create quality jobs across tourism, hospitality and related sectors.
'Walking On A Dream' features two WA-born Aboriginal performers, Rika Hamaguchi and Ian Wilkes, who star in the new brand campaign.
Global electronic superstars Empire Of The Sun, led by WA-raised frontman Luke Steele, and musical partner Nick Littlemore, have exclusively re-imagined their hit single 'Walking On A Dream', with the track included in broadcast and digital advertising that showcases WA's new international identity.
Campaign material was shot on location with a WA-led film crew, with the creative concept developed by WA-based creative organisation, The Brand Agency.
The $15 million intrastate, interstate and international campaign will run across TV, press, radio, digital and social platforms, and will underpin Tourism WA's marketing activities for at least the next five years. The campaign is supported by the McGowan Government's $195 million Reconnect WA package.
It features a 60 second hero brand video running across key interstate markets from tomorrow, with international launches in Tourism WA's 11 key overseas markets soon to follow.
Shorter 30 second videos highlight globally recognised destinations like Ningaloo Reef on the Coral Coast, the vineyards of Margaret River in Australia's South-West, the iconic Perth city skyline and the Bungle Bungle Range of the Kimberley's Purnululu National Park, in Australia's North-West.
In line with the State Government's Jina: WA Aboriginal Tourism Action Plan 2021-2025, which aims to make WA - the premier destination for Aboriginal tourism, the creative concept is inspired by WA's unique Aboriginal culture.
The new brand campaign was developed in close consultation with travel industry stakeholders from across WA's five regional tourism areas and through working closely with WA's Aboriginal tourism sector, and Aboriginal Elders from across the community.
The 'Walking On A Dream' concept will be adapted for all future Tourism WA marketing activities that promote additional destinations and experiences from across WA, including Tourism WA's website, westernaustralia.com, which has also been transformed to showcase regional tourism products, itineraries, accommodation and experiences State-wide.
To find out more about 'Walking On A Dream' visit westernaustralia.com/walkingonadream
As stated by Premier Mark McGowan:
"This unique new tourism identity for Western Australia will make our State truly shine in a crowded global marketplace and elevate WA as a destination of choice for travellers both interstate and internationally.
"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.
"A thriving tourism sector is a vital part of our Reconnect WA strategy, which is all about re-engaging WA with the world to build an even stronger, more diversified economy, for the benefit of all Western Australian businesses and operators.
"The State Government, through Tourism WA, is pleased to work closely with the WA tourism industry to develop such a unique, visionary new tourism brand for our State."
As stated by Tourism Minister Roger Cook:
"The 'Walking On A Dream' campaign has been developed in close consultation with WA's Aboriginal tourism community.
"It is inspired by WA's unique Aboriginal culture in an artistic, authentic way, in line with our 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.
"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."
