“Just Another Day in WA” is the new tourism marketing campaign that will sell Western Australia to the rest of the world.
The latest Tourism WA campaign, which has a $5.5 million domestic media buy, was launched at the State Reception Centre at Kings Park on Friday morning as reported by Perth Now.
The campaign uses real West Australians to show how seemingly unique, unforgettable experiences are in fact “Just Another Day in WA”.
It’s a significant departure from previous Tourism WA campaigns under the Experience Extraordinary brand, which generally showcased the state through big, blockbuster moments and shots of sweeping landscapes.
The “down-to-earth” campaign is more understated, bringing the message home with real West Australians having a real good time.
Truffles in Manjimup, stingrays in Hamelin Bay, sculptures at Lake Ballard and a hungry horse in Kookynie are front and centre in the first release of the tourism advertisements.
Tourism Council WA chief executive officer Evan Hall said the new campaign was a “great way to tell the story of what WA has to offer”.
“The tourism industry will get behind this campaign and invest in cooperative marketing to sell holidays in WA. The more the government invests, the more we can invest,” Mr Hall said.
“We know from experience that good tourism campaigns, with extensive media exposure, attract attention and increase tourism.”
Currently every $1 spent on advertising WA results in an additional $22 visitor spending in the state economy, according to Tourism Council WA.
The campaign is expected to have a lifespan of up to four years.
A suite of new content assets are also being developed throughout the campaign that will tell first-person stories and unique experiences from locals.
A further nine films will be produced later in the year to promote Perth, the North West and Coral Coast. To read more click here.
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