(PERTH, WESTERN AUSTRALIA; December 27, 2022) – This week, Tourism Western Australia (Tourism WA) is offering New Yorkers a dreamlike portal into some of Western Australia’s most iconic destinations to celebrate the launch of their new global tourism brand, Walking on a Dream. From December 26, 2022 – January 1, 2023, the tourism board is taking over New York through an integrated campaign, including 3D advertisements and a one-day activation with award-winning Aussie coffee brand, Bluestone Lane.
Walking on a Dream inspires travelers to visit Western Australia and explore the attributes that make the destination a wondrous, dreamlike place. The creative concept was developed in close consultation with WA’s Aboriginal tourism sector and Aboriginal Elders from across the community, as well as travel industry stakeholders from WA’s five regional tourism areas. Global electronic superstars Empire Of The Sun, led by WA-raised frontman Luke Steele, and musical partner Nick Littlemore, 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. The campaign also features two WA-born Aboriginal performers, Rika Hamaguchi and Ian Wilkes.
This week, New Yorkers can fully immerse themselves in the dreamy destination through exhilarating marine life encounters, which Tourism WA is bringing to life (digitally) at five different locations for New Yorkers near Times Square. This includes a 3D whale shark swimming across W. 47th St. and a 2D animation of the Margaret River ‘floating grapes’ at the 42nd St. subway station. A digital campaign showing short, regional brand films will be on rotation for those in close proximity to Times Square.
New Yorkers can also turn the WA dream into a reality by stopping into Bluestone Lane’s 11 Times Square location on Tuesday, December 27 for a complimentary flat white. Bluestone Lane is offering the Tourism WA special all day long to aid New Yorkers in their return to work and delay the post-holiday blues. If a sip of a flat white isn’t enough, holiday revelers can turn their dream WA vacation into a reality with five new itineraries available to book at WesternAustralia.com that showcase the Earth’s last true wilderness areas, natural wonders, marine life encounters, and the otherworldly outback.
“The United States is an important visitor market for Western Australia and these Times Square placements elevate Western Australia as a world-class destination in a crowded travel marketplace,” said Tourism Western Australia Managing Director Carolyn Turnbull.
The campaign launch in New York is part of Tourism WA’s A$15 million intrastate, interstate, and international campaign running across TV, press, radio, digital, and social platforms. Brand films highlight globally recognized destinations like Ningaloo Reef on the Coral Coast, the vineyards of the Margaret River Region 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 campaign is supported by the McGowan Government’s A$195 million Reconnect WA package.
About Tourism Western Australia
Tourism Western Australia (Tourism WA) is responsible for promoting Western Australia (WA) as an incredible holiday and events destination. We work with a range of people from the public and private sector to develop and promote WA’s iconic tourism experiences; to attract events to the state; and help the tourism industry thrive.
Around the size of Western Europe, Western Australia accounts for one-third of the Australian continent. It boasts over 7,000 miles of coastline (20,000 including islands), the world’s oldest minerals and a host of natural wonders found nowhere else on Earth. Out of the state’s population of 2.7 million people, around three-quarters live in the Perth region. With more than 3,000 hours of sunshine per year, Perth is Australia’s sunniest capital city. The city’s spectacular natural surroundings are rivaled only by its vibrant city life. WA’s Aboriginal history dates back more than 60,000 years – making it the world’s oldest living culture. Dreamlike experiences and natural wonders await you in every region of this grand and diverse state, and the varied climate – Mediterranean conditions in the south through to the northern tropics – means you’ll always find summer somewhere in WA.