Perth will form the centrepiece of a new campaign in Sydney and Melbourne next week as tourism officials look to promote the little known vibrancy of the city.
The campaign, flagged by Travel Today back in June, will build on Perth’s natural beauty and climate but also better showcase the WA capital as a “vibrant, modern, welcoming and diverse city”.
WA tourism minister Kim Hames said that while the city has changed and now “exudes energy and vibrancy”, few people in Australia are aware of it.
“So we have developed the new brand to more correctly reflect the vibrancy of the city and its surrounds in order to drive a reappraisal of Perth as a holiday destination,” he said.
The campaign includes several versions of a cinema film and 12 images that will be used in print and digital media.
Clik here to see the new and brand material. http://www.tourism.wa.gov.au/Industry_Resources/Pages/Perth_brand_toolkit.aspx
Meanwhile, the state government said it will spend $7.9 million on boosting tourism in regional Western Australia.
A new campaign, 1001 Extraordinary Experiences, will feature two new brand commercials.
“The domestic market is the lifeblood of WA’s tourism industry,” Hames said.
