- New global tourism campaign to be launched in nine international markets
- Campaign promotes Western Australia as the 'Road Trip State'
- Driving routes showcase WA nature, food and wine
A new global tourism campaign was launched today in Perth, promoting driving holidays in Western Australia.
The campaign proposes the considerable size of the State should be viewed as an advantage, and highlights how its size provides an opportunity for people to experience a variety of destinations as part of a road trip.
Showcasing WA as the 'Road Trip State', the campaign will be launched domestically and in nine international markets - Singapore, Malaysia, China, Germany, the United Kingdom, Hong Kong, Japan, New Zealand and Indonesia.
It will also encourage Western Australians to holiday within the State with print, radio and digital advertising being rolled out in the domestic markets next month.
The campaign will promote a range of self-drive holiday routes across the whole of WA, including regional areas. It will feature information on distances and accommodation options, from camping or 'glamping' to hotels and apartments.
Each road trip route highlights experiences unique to that particular region, including attractions and local history as well as gourmet cuisine and adventure options.
Visitors will also be informed of the best time of year to view nature and wildlife, such as whale watching, sea turtle nesting and wildflowers in bloom.
As stated by Tourism Minister Paul Papalia:
"The vastness of WA is sometimes perceived as a negative, but this campaign will show visitors that road trips are actually one of the best ways to explore our scenic State.
"It will encourage interstate, international and local visitors to experience all that our extraordinary State has to offer.
"A road trip is the perfect way to discover regional WA's stunning attractions, at your own pace and on your own terms.
"The campaign forms part of Tourism WA's Two-Year Action Plan, which aims to grow the number of visitors to the State and encourage them to disperse to the regions."
