Tourism WA launches global tourism campaign via The Brand Agency & Initiative
The WA Government, through Tourism WA, has teamed up with Perth-based creative organisation The Brand Agency and media agency, Initiative, to launch WA’s new global tourism brand ‘Walking On A Dream’.
The announcement:
Walking On A Dream invites travellers to visit Western Australia to explore the awe-inspiring attributes that make the State a wondrous, otherworldly, and dream-like place.
Tourism WA is the WA Government agency charged with promoting Western Australia as an incredible holiday and events destination.
The Walking On A Dream brand will underpin Tourism WA’s marketing activities and campaigns into the future and was developed with the support of the WA Government’s $195 million Reconnect WA funding package.
Western Australia’s Deputy Premier and Minister for Tourism, the Hon. Roger Cook, said the ‘Walking On A Dream’ campaign has been developed in close consultation with WA’s Aboriginal tourism community.
“Walking On A Dream is inspired by WA’s unique Aboriginal culture in an artistic, authentic way, in line with the State Government’s Jina Plan objective to make WA the nation’s premier Aboriginal tourism destination.
“The past few years have been unlike anything the tourism sector, and the world, have ever experienced before – every country, every State is trying to rebuild and refresh their tourist industry, amid the toughest and most competitive tourism market the world has ever seen.
“This new campaign will ensure that WA stands out as one of the world’s most unique, memorable and most desirable places to visit, now and well into the future.”
Tourism WA managing director Carolyn Turnbull said the new Walking On A Dream creative would elevate the profile of Western Australia as a unique destination within a highly competitive global marketplace.
“Walking On A Dream was built upon the four destination-defining pillars of Time, Space, Connection and Freedom – themes we know are incredibly important to travellers,” said Ms Turnbull.
“Tourism WA’s new brand platform is underpinned by our overarching master brand objective, which is to provoke the spirit of adventure in every traveller.
“This brand platform explores our unique State in the form of a dream – it is a metaphor for the natural, deep connection to the landscapes, wildlife, coastline, people and culture, that is felt by those who come here.
“This new brand will ultimately help turbocharge visitor numbers to WA and provide a significant financial boost to the State’s economy.”
Assets were shot on location with a Western Australian-led film crew, with the creative concept developed by The Brand Agency.
The Brand Agency executive creative director Dean Hunt said, “The extreme competitiveness of the global tourism market, post global lockdown, inspired us to create something unique to Western Australia. Our Walking on a Dream creative is a modern representation of an animistic dream and a true showcase of otherworldly Western Australia, and Western Australian talent.”
The new brand is backed by Australian electronic superstar act Empire of the Sun, led by WAraised frontman Luke Steele, who has worked with band member Nick Littlemore to re-record their hit single ‘Walking On A Dream’ exclusively for the new brand launch.
The re-recorded track features in the new television and digital advertising that will showcase Western Australia’s re-imagined international identity to entice even more travellers to visit ‘WA the Dream State’ – which has also become the State’s new social media hashtag.
“Working with Nick and Luke to create a bespoke version of their famous song was a unique and special experience,” said Mr Hunt.
“The melody, the lyrics and Luke’s ethereal voice capture perfectly what it feels like to explore Western Australia.”
Initiative head of client services Steve Hare said the new brand leveraged the success of the previous interim Tourism WA campaign, Wander out Yonder.
“Initiative is proud to partner with Tourism WA to globally launch ‘Walking On A Dream’, which celebrates Western Australia’s otherworldly experiences,” said Mr Hare.
“The new brand’s media continues to celebrate the Aboriginal-inspired creative to its maximum and live the strategy of ‘fewer, bigger, bolder.’
“Using culturally impactful locations, investing in partnerships and supported by cross-platform activity and previous learnings, means the campaign and its effectiveness will have a significant impact on awareness of all Western Australia has to offer. We are proud to be part of that journey.”
The domestic launch of Tourism WA’s new brand will include television, online video, large format out-of-home, paid social, digital, press, and trade partner activity, all used at different parts of the conversion funnel.
Credits
Tourism WA
Managing Director Carolyn Turnbull
A/Executive Director Marketing, Melissa Forbes
Director Brand and Marketing, Angela Raso
Brand and Marketing Manager, Luke Lenzarini
Creative Agency, The Brand Agency
Executive Creative Director, Dean Hunt
Senior Art Director, Niall Stephens
Senior Copywriter, Dan Debuf
Head of Design, Dan Agostino
Designers, Mindy Lee, Janice Law
Strategy Director, Emily Colman
Business Director, Brendon Lewis
Account Director, Ruby Broun
Senior Account Manager, Christina Tilenni
Agency Producer, Rylie Bannan
Production Company, Clockwork Films & King Street
Director, Hans Emanual Edwards
Executive Producer, Heath George (Clockwork)
Executive Producer, Katie Trew (King Street)
Producer / Locations, Claire Burton
Locations Consultant, Mike Montague
1st AD Brad Holyoake
Production Manager, Caeley Wesson
Production Assistant, Rachel Hawkins & Alexandra Nell, Kate Separavich
DoP, Liam Gilmore
First AC, Austin Haigh
2nd AC: Brianna Trinidad
Trinity / Stedicam, Damien King
Underwater Cinematographer, Rick Rifici
Drone Pilot, Stefan Kraus
Drone Camera Operator Russel Morris
Gaffer, Grant Wilson
Best Boy, Alfie Rashid
Grip, Greg McKie
Wardrobe, Helen Fitzgerald & Marcia Ball
H&MU Kate Farmer and Nadia Duca
Choreographer, Amrita Hepi
Talent, Rika Hamaguchi & Ian Wilkes
Stills Photographer, Mauro Palmieri, Ian Regnard
Retoucher, Adam Hayes, Nicola Commons
Postproduction, UPP
VFX Supervisor, Mario Dubec
GFX animation Tracey Kim
Offline Editor Giacomo Prestinari
Music, Empire of the Sun
Music Supervisor, Helena Czajka
Sound Engineering, Universal Music
Audio Post, Massive Music
Media Agency, Initiative
Head of Client Services, Steve Hare
Associate Director, Molly Trumble
Investment Executive, Emily Whyte
Performance Manager, Agostina Scagliotti
Addressable Manager, Julian Speller
Strategy Director, Jessy Van Der GeestSource: Tourism WA
