Tourism Western Australia has launched a new global tourism brand for the state, showcasing its destinations and experiences as “Walking On A Dream.” The campaign invites travelers to visit Western Australia (WA) to explore its unique landscapes and experiences.
Tourism Minister Roger Cook shared that the new brand campaign “is inspired by WA’s unique Aboriginal culture in an artistic, authentic way, in line with our ‘Jina Plan’ objective to make WA the nation’s premier Aboriginal tourism destination.”
The “Jina Plan” was developed by Tourism Western Australia in partnership with the Western Australian Indigenous Tourism Operators Council (WAITOC) and other government agencies to build the capacity for Aboriginal people to enter the tourism sector and facilitate the development of Aboriginal cultural experiences to meet the growing demand from visitors.
The “Walking On A Dream” concept was developed in close consultation with WA’s Aboriginal tourism sector and Aboriginal Elders from across the community, and travel industry stakeholders from WA’s five regional tourism areas. The campaign also features two WA-born Aboriginal performers, Rika Hamaguchi and Ian Wilkes.
Electronic music duo Empire Of The Sun, led by WA-raised frontman Luke Steele and musical partner Nick Littlemore, have re-imagined their hit single “Walking On A Dream,” with the track included in broadcast and digital advertising that showcases WA’s new international identity. Campaign videos highlight destinations including Ningaloo Reef on the Coral Coast, the vineyards of Margaret River in Australia’s South West, Perth’s skyline and the Bungle Bungle Range of the Kimberley’s Purnululu National Park in Australia’s North West.
The $9.6 million intrastate, interstate and international campaign will run across TV, press, radio, digital, and social platforms, underpinning Tourism WA’s marketing activities for at least the next five years.
For more information, visit westernaustralia.com.
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