The WA Government, through Tourism WA, has teamed up with Perth-based creative organisation The Brand Agency and media agency, Initiative, to launch WA’s new global tourism brand ‘Walking On A Dream’.
The campaign invites travellers to visit Western Australia and explore the state’s hotspots. The Walking On A Dream brand will underpin Tourism WA’s marketing activities and campaigns into the future and was developed with the support of the WA Government’s $195 million Reconnect WA funding package.
Western Australia’s deputy premier and minister for tourism, the Hon. Roger Cook, said the ‘Walking On A Dream’ campaign has been developed in close consultation with WA’s Aboriginal tourism community.
“Walking On A Dream is inspired by WA’s unique Aboriginal culture in an artistic, authentic way, in line with the State Government’s Jina Plan objective to make WA the nation’s premier Aboriginal tourism destination,” Cook said.
“The past few years have been unlike anything the tourism sector, and the world, have ever experienced before – every country, every state is trying to rebuild and refresh their tourist industry, amid the toughest and most competitive tourism market the world has ever seen.
“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.”
Tourism WA managing director Carolyn Turnbull said the new Walking On A Dream creative would elevate the profile of Western Australia as a unique destination within a highly competitive global marketplace.
“Walking On A Dream was built upon the four destination-defining pillars of Time, Space, Connection and Freedom – themes we know are incredibly important to travellers,” Turnbull said.
“Tourism WA’s new brand platform is underpinned by our overarching master brand objective, which is to provoke the spirit of adventure in every traveller. This brand platform explores our unique state in the form of a dream – it is a metaphor for the natural, deep connection to the landscapes, wildlife, coastline, people and culture, that is felt by those who come here.
“This new brand will ultimately help turbocharge visitor numbers to WA and provide a significant financial boost to the State’s economy.”
Assets were shot on location with a Western Australian-led film crew, with the creative concept developed by The Brand Agency. Executive creative director of The Brand Agency Dean Hunt said: “The extreme competitiveness of the global tourism market, post global lockdown, inspired us to create something unique to Western Australia.
“Our Walking on a Dream creative is a modern representation of an animistic dream and a true showcase of otherworldly Western Australia, and Western Australian talent.”
The new brand is backed by Australian electronic act Empire of the Sun, led by WA-raised frontman Luke Steele, who has worked with band member Nick Littlemore to re-record their hit single ‘Walking On A Dream’ exclusively for the new brand launch.
The re-recorded track features in the new television and digital advertising that will showcase Western Australia’s international identity to entice even more travellers to visit ‘WA the Dream State’ – which has also become the state’s new social media hashtag.
“Working with Nick and Luke to create a bespoke version of their famous song was a unique and special experience,” Hunt said. “The melody, the lyrics and Luke’s ethereal voice capture perfectly what it feels like to explore Western Australia.”
Initiative head of client services Steve Hare said the new brand leveraged the success of the previous interim Tourism WA campaign, ‘Wander out Yonder’.
“Initiative is proud to partner with Tourism WA to globally launch ‘Walking On A Dream’, which celebrates Western Australia’s otherworldly experiences,” Hare said.
“The new brand’s media continues to celebrate the Aboriginal-inspired creative to its maximum and live the strategy of ‘fewer, bigger, bolder.’
“Using culturally impactful locations, investing in partnerships and supported by cross-platform activity and previous learnings, means the campaign and its effectiveness will have a significant impact on awareness of all Western Australia has to offer. We are proud to be part of that journey.”
The domestic launch of Tourism WA’s new brand will include television, online video, large format out-of-home, paid social, digital, press, and trade partner activity, all used at different parts of the conversion funnel.
