Daniel Ricciardo hits the open road for Tourism WA campaign

Daniel Ricciardo is used to driving at speeds north of 300km/h.

But the Aussie Formula 1 driver appears to stick to the speed limit – and well below – on a road trip for Tourism Western Australia’s new campaign.

The WA Government, through Tourism Western Australia, partnered with creative and production agency Rhythm and media agency Initiative Perth to launch the global ‘Drive the Dream’ platform.

The 9-minute hero film sees Ricciardo take a road trip with his best mate, enjoying the state’s landscapes and experiences from Perth to Exmouth.

The Hon. Rita Saffioti, Western Australia’s Deputy Premier and Minister for Tourism, said: “‘Drive the Dream’ is designed to turn awareness into action and move a Western Australian road trip to the ‘must do’ list, by showing that WA is the best destination for this adventure and now is the time to do it.

“There’s nothing like a good road trip, but the ‘Drive the Dream’ campaign takes road tripping in Western Australia, as seen through the eyes of F1 driver and Perth-born Daniel Ricciardo, to a new level,” Saffioti continued.

“The campaign will help Western Australia to stand out as one of the world’s most unique, memorable and desirable places to undertake a road trip adventure, now and into the future.”

Managing director at Tourism WA, Carolyn Turnbull, added: “An overarching objective of Tourism WA’s brand platform is to provoke the spirit of adventure in every traveller – and there’s no better way to do that than through the lens of Daniel Ricciardo and the ‘Drive the Dream’ campaign as he takes in the state’s wondrous landscapes on his way from Perth (Boorloo) to Exmouth (Warnangoora).

“This new campaign will ultimately entice visitors from all over the world to come to Western Australia and enjoy a road trip like they’ve never experienced, and provide a boost to the state’s economy,” she said.

Adam Rule, founder and director at Rhythm, said it was fantastic working with Ricciardo on the hero film.

“The short film is designed to capture the stripped-back authenticity of two mates enjoying the freedom of a Western Australian road trip for the first time,” he said. “It was a privilege to lead such a devoted and talented group of West Australian creatives, producers, managers, crew, and Australian musicians.”

Initiative Perth’s head of client services, Steve Hare, concluded: “Strategically we have targeted environments which ‘collectively connect’ replicating the shared environment of a road trip; long form content and premium contextually relevant placements will help position Western Australia as a premium lifestyle brand and leverage Daniel’s magnetism for resonance.”

The campaign is rolling out locally, and in Tourism WA’s key international markets. It also includes partnerships with Qantas, and Expedia with conversion-led trade offers.


Tourism WA
Managing director: Carolyn Turnbull
Executive director marketing: Melissa Forbes
Director brand and marketing: Angela Raso
Brand and marketing manager: Luke Lenzarini
Brand and marketing officer: Josh Colum
Producer / editor: Evan Scott

Content agency: Rhythm Creative
Client services director: Laura Morano
Account manager: Jodie Hameister
Creative director / art director: Stef Langton
Creative lead / copywriter: Gordon Haynes

Production company: Rhythm Films
Director / editor: Adam Rule
Executive producer: Candice Shields
Director of photography: Justin Griffiths
1st AC: Arthur Bienkowski
Photographer: Jason Capobianco
1st assist: Michael Tartaglia
Underwater DOP: Andre Rerekura
Underwater photographer: Brooke Pike
Groomer: Kate Farmer
Stylist: Clare Ryan
Sound recordist: Brett Stayt
Drone: Jadro Silic, Salty Davenport
Grip / vehicle rigging: Tim Whitlock
Colourist: Angela Cerasi
Music production & composition: Andrew Wright
Sound design: Justin Braine
Retoucher: Adam Hayes

Media agency: Initiative Perth
Head of client services: Steve Hare
Communications design associate director: Molly Trumble
Investment partnership manager: Yamila Cano
Investment partnerships associate: Danielle Miaris
Associate performance director: Agostina Scagliotti
Manager, addressable activation: Julian Speller

Hero talent: Daniel Ricciardo
Hero talent: Blake Mills
Talent management: Blake Friend
Featured operators: Kalbarri Quad Bike Safari, Darren ‘Capes’ Capewell from Wula Guru Eco
Tours, ‘Damper John’ Fozard from Bullara Station, Sarah Ellis from Ningaloo Discovery
Australian musicians: South Summit, Boox Kid, Grace Woodroofe, Riley Pearce, Kilian Albrecht, Andrew Wright and Bjear

Special thanks to Ford Australia


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