Urban List and Tourism Western Australia launch crowd-sourced travel campaign

Tourism Western Australia has partnered with Urban List to source more than 2000 travel tips and experiences from WA readers in a new user-generated content campaign, ‘Live The Dream’.

Media planning and buying for the campaign was handled by Initiative, as the campaign shines a light on locally recommended WA experiences, encouraging Urban List readers on Australia’s eastern seaboard and in New Zealand to ‘Live the Dream’ in the Western state.

Leilani Vakaahi, Urban List commercial director, WA & QLD, said: “This is a truly special collaboration that leverages the two way dialogue we have with our audience as well as their trust and confidence in our travel recommendations. This campaign will not only inspire culture seekers, but drive action through signature Urban List eat, stay and play style guides that are proven to convert.”

The campaign, while executed differently, is reminiscent of Australian Capital Tourism and The Work’s ‘Human Brochure’ campaign in 2012, which utilised user-generated content from 500 ACT tourists, which was broadcast through each creator’s individual social channels.

Steve Hare, head of client service at Initiative, added: ”One of the barriers for travel to Western Australia is that people don’t know how to travel our vast state, by partnering with Urban List and their community we could leverage local intel to curate market first interactive itineraries, empowering consumers to travel confidently within WA. Bringing this to life with Urban List helped us provoke the spirit of adventure with young Australians and Kiwi’s to ‘Live the Dream’.”


Urban List Studio
WA & QLD Commercial Director, Leilani Vakaahi
Senior Client Experience Manager, Rojan Khastoui
Branded Content Producer, Caitlin Booth
Digital Designer, Tai Pham

Media Strategy Planning and Buying: Initiative
Head of Client Service, Steve Hare
Associate Director, Molly Trumble
Account Executive Daniele Miaris


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.