Tourism WA launches new positioning and Taxi Ride campaign
Tourism Western Australia has launched a new brand positioning and marketing campaign targeting 35 to 64 year olds from Australia and key international markets including the USA, UK and Japan.
The new Experience Extraordinary positioning, created by Host, will aim to educate consumers on what they can do in the state.
Stephanie Buckland, Tourism WA CEO, said: “We know from extensive research that many of our target consumers don’t know what there is to do and see in Western Australia and that this is a barrier to travel. They are not aware of the unique experiences on offer in Western Australia.”
The Extraordinary Taxi Ride was created to support the new brand positioning. It will see the launch of a nine-week taxi journey with 11 sets of passengers from Australia and around the world undertaking the 11 legs of the journey around the state.
In conjunction with the Taxi Council of Western Australia and the Department of Transport, Tourism WA initiated phase one of the campaign in January, calling for interested cabbies to take part in the adventure.
Around 460 entries were shortlisted to five, with the final winner to be selected online by the general public.
Meanwhile, potential passengers will be able to bid for places on the 11 legs of the journey via the campaign website, uploading videos explaining why they should be part of the journey.
The passengers and the chosen cab driver will chronicle their journeys on the website which will also allow people to engage and interact with the campaign.
Consumers visiting the site will be able to help populate the route map, post tales and recommendations of other interesting areas for the taxi to visit.
The site will also have a retail component, with holiday offers and packages made available to consumers wanting to recreate any part of the journey.
Tourism WA has signed Channel Seven as its media partner, with updates of the campaign appearing on various programs. A one-hour retrospective special has been scheduled for broadcast later in the year.
The campaign is also being supported by outdoor, radio and PR activity.
Credits:
- Agency: Host
- Creative: The Glue Society
- Production: Revolver
- PR: One Green Bean
- Digital: Host
- Media: Mitchells Perth
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
topics
Advertising
Host
Marketing
One Green Bean
Stephanie Buckland
The Glue Society
Tourism Western Australia
This sounds pretty awesome actually, then again, I am someone who enjoys long taxi trips. Let’s hope they don’t start with some awkward racist remark…
Host really like driving people around in cars though, don’t they? First Wolfy, now this. I waiting for a Sydney campaign of “Win a Rickshaw and Driver For a Year!”
User ID not verified.
Terrific idea in a state – city actually Perth – with an appalling reputation in so far as taxis are concerned. Long waits at the airport and anytime in the CBD during the day, impossible at night – most people seem to hop on the free bus.
User ID not verified.
Well lets hope WA taxi drivers are a hell of a lot better than the ones in Sydney as none of the cabbies here know where the hell they are going. I mentioned to one yesterday after he claimed he had no clue where Edgeware Rd was coming home from the airport, which mind you no traffic is a 10min ride and my street being a street off Edgeware Rd which is a major Marrickville/Newtown thoroughfare that he should really get to know the inner city suburbs as all cabbies must know in London and he replied ‘Why don’t you go back to London then.’ Can you believe it!
User ID not verified.
@Intrigued I know. It’s like people who comment on blogs only to reveal terrible grammar and sentence construction – it just boggles the mind!
The general inability of many of the commentators on this site to string two words together coherently never fails to amaze me. I mean, if this was BoobsAreAwesome.com or something I could understand it, but this is an industry blog. Further more it’s for an industry that’s not only meant to be able to master the art of communication, but manipulate and twist it to its own ends.
Can you believe it?!
User ID not verified.
“Further more”?
User ID not verified.