THE campaign features two Western Australia-born Aboriginal performers, Rika Hamaguchi and Ian Wilkes, and aims to lift the state’s profile as a unique holiday destination, turbocharging visitation as the COVID-19 pandemic comes to a close.
Walking on a Dream also features local electronic music duo Empire of the Sun, which has re-recorded its hit single (also called ‘Walking on a Dream’) to help drive the campaign.
The $15 million campaign will run across television, press, radio, digital, and social platforms, and will underpin Tourism WA’s marketing activities for at least the next five years, both intrastate, interstate, and in the destination’s 11 key international markets.
“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,” said Premier Mark McGowan.
“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 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.”
Minister for Tourism Roger Cook said the Walking on a Dream campaign is in line with the state’s “Jina Plan” to become Australia’s premier Aboriginal tourism destination.
“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.”
Watch the campaign video below: