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.


  • Agency: Host
  • Creative: The Glue Society
  • Production: Revolver
  • PR: One Green Bean
  • Digital: Host
  • Media: Mitchells Perth


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