(PERTH, WESTERN AUSTRALIA; Sept. 8, 2022)— Western Australia’s (WA) unique destinations and experiences are epitomized as “Walking On A Dream” in a new global tourism brand for the state launched this week by Tourism Western Australia.
The “Walking On A Dream” campaign invites travelers to visit WA to explore the attributes that make the destination a wondrous, dreamlike place, including its extraordinary landscapes and one-of-a-kind experiences that inspire a sense of unparalleled freedom.
Tourism Minister Roger Cook shares, 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” creative 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.
Global electronic superstars Empire Of The Sun, led by WA-raised frontman Luke Steele, and musical partner Nick Littlemore, have exclusively 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 globally recognized destinations like Ningaloo Reef on the Coral Coast, the vineyards of Margaret River in Australia’s South West, the iconic Perth city skyline, and the Bungle Bungle Range of the Kimberley’s Purnululu National Park in Australia’s North West.
The A$15 million intrastate, interstate, and international campaign will run across TV, press, radio, digital, and social platforms, and will underpin Tourism WA’s marketing activities for at least the next five years. The campaign is supported by the McGowan Government’s A$195 million Reconnect WA package.
To find out more about “Walking On A Dream” and see Western Australia’s newly transformed website, please visit westernaustralia.com/walkingonadream and review the media statement here.