- Empire Of The Sun re-recorded their hit single Walking On A Dream for Tourism WA's global brand campaign
- New version of the song has been nominated for national award at 2023 ARIAs
- Walking On A Dream campaigns directly deliver nearly 150,000 new visitors and $220 million to the WA economy
Western Australia's global tourism brand Walking On A Dream has been nominated for a 2023 ARIA award, with Tourism WA and The Brand Agency being nominated for Best Use of an Australian Recording in an Advertisement.
The multi-platinum selling global phenomenon Empire Of The Sun re-recorded their hit single "Walking On A Dream" to support the new global destination brand of the same name, which continues to be used by the agency in marketing activities worldwide.
The winner will be revealed at the ARIA's this Wednesday 15 November in Sydney, with the original version of the song also winning "Single of the Year" at the ARIA awards back in 2009.
The nomination comes as new figures reveal that Walking On A Dream campaigns by Tourism WA with airlines and global travel partners have directly delivered nearly 150,000 new out-of-state visitors with an estimated economic impact of $220 million in domestic and international visitor spend, since the brand launched in September 2022.
These 'conversion' campaigns directly linked out-of-state consumers to booking flights and travel packages for WA holidays.
To launch the new brand, the Walking On A Dream campaign, featuring WA's iconic whale shark, was run on outdoor advertising including 3D billboards around the world and seen more than 210 million times at sites including London's Piccadilly Circus, Tokyo's Shibuya Crossing and in Times Square New York City on New Year's Eve.
The new brand has elevated Western Australia domestically and around the world, leading to a record-breaking broader visitor spend of $16.8 billion in year ending June 2023, less than a year after its launch. This broader visitor spend captures the indirect impact of the brand in elevating Western Australia in a crowded global travel marketplace, as well as intrastate and day trip activity.
The 'Walking On A Dream' brand will underpin Tourism WA's marketing activities for the next five years and beyond.
For more information visit tourism.wa.gov.au
As stated by Tourism Minister Rita Saffioti:
"Our Government has been proud to deliver Walking On A Dream and celebrate the major success and impact the brand has had on both the domestic and the international stage, in driving out-of-state visitation and growing the WA economy.
"It is fantastic for the quality of the brand's soundtrack to be recognised at a national level, and it is phenomenal that Walking On A Dream campaigns with airlines and travel partners have directly delivered nearly 150,000 new visitors to our State since September 2022, injecting $220 million into our State through visitor spend.
"We hope to see Walking On A Dream win the ARIA on Wednesday and we again sincerely thank Empire Of The Sun for supporting Western Australia, by helping to elevate our State as a destination-of-choice in a highly competitive tourism marketplace, post pandemic.
"Walking On A Dream truly captures what is unique about our State, and was made with a WA marketing firm, a WA-led film crew, a world-famous band with a WA frontman, and with WA dance performers. It is WA brand through and through, and we look forward to seeing it continue to deliver incredible returns for the WA community and economy over the coming years."
