New marketing campaign to sell WA to the world

New marketing campaign to sell WA to the world Tourism Western Australia has unveiled its latest tourism marketing campaign, Just Another Day in WA. The agency, which is the State Government department responsible for promoting WA as a holiday destination, launched the campaign last Friday.

Tourism WA’s Chief Executive Officer Stephanie Buckland said Just Another Day in WA, was developed with advertising agency Cummins&Partners to show people around the world the extraordinary experiences that can be found in Western Australia.

“Western Australia has so many extraordinary experiences that cannot be found elsewhere in Australia, or in some cases the world, but those of us who are lucky enough to live in the State tend to be blasé about its uniqueness and beauty,” Ms Buckland said.

“The premise behind the campaign is to highlight all these experiences that West Australians take for granted but visitors find memorable and extraordinary.” The campaign will give Tourism WA a platform to promote all the changes that have happened in and around Perth over the past couple of years.

“Our recent tourism marketing campaigns have focused almost exclusively on regional WA but greater Perth has gone through some dramatic changes and has a lot to offer as a destination in its own right,” she said. “As Perth continues to evolve, so will the campaign and we will be able to share more Perth stories with the world.”

Some of the changes that are happening around Perth include:

• Opening up the Swan River through the development of Elizabeth Quay
• 2,000 new hotels rooms to open by 2018
• Billion redevelopment of Perth Airport
• Construction of a 60,000-seat stadium
• Redevelopment of Fremantle
• Upgrades at Scarborough Beach with $78 million for a beachside swimming pool, cafes, restaurants, kiosks and public art
• Rottnest Island upgrades including include a luxury refurbishment of Hotel Rottnest as well as an upmarket “glamping” experience, which will open next year.

Ms Buckland said the groundbreaking campaign marked a fundamental shift in the way Tourism WA promoted the State as a holiday destination.

“Under the Just Another Day banner, Tourism WA and the tourism industry will create and distribute appealing content that will inspire people to travel to our State,” she said. “It will be distributed across the globe through our cooperative advertising campaigns with airlines, travel agents and tour operators.

“We are calling on all visitors and West Australians to contribute to the campaign by sharing their own extraordinary WA moments using the hashtag #justanotherdayinWA.” In 2016, more than 18 films presenting personal experiences in WA will be created along with other supporting materials including photography and a microsite. Many more will be produced over the life of the campaign.

Source: australia.etbtravelnews.com