WA Tourism reveals new ‘Extraordinary lives with you forever’ campaign

The Western Australian state government has revealed its latest tourism ads, created by Host, aimed at promoting WA as an extraordinary holiday destination.

The ads include no voiceover, relying on images of a couple enjoying the state’s sites of natural beauty overlaid with an ethereal soundtrack.

The $3.6 million national media campaign will run across TV, cinema and print advertising.

WA Tourism Minister Lisa Harvey  said in a statement: “The new advertising is expected to generate tens of millions of dollars of economic return for the State’s economy, and help us achieve our goal of increasing the value of the State’s tourism industry from $7.5billion in 2012 to $12billion by 2020.

“The advertising aims to create an emotional connection with people by focusing on getting away from everyday life and reconnecting with those who matter the most, while experiencing the magic and beauty of extraordinary WA.”

The new campaign coincides with the WA government signing a $7.65m co-operative marketing deal with Qantas.

Host CEO Suzie Shaw said in the announcement: “Persuading consumers to travel to a destination that is perceived to be both costly and a great distance away, requires strong, emotional advertising, and testing results indicate that the films are unique, compelling and will inspire travel to WA.”


  • Agency:Host
  • CEO: Suzie Shaw
  • Executive Planning Director: Frank Bethel
  • Group Account Director: Joanne Wealleans
  • Account Director: Kelly Spence/Amber Martin
  • Account Manager: Mahsa Merat
  • TV Producer: Kaija Wall
  • Writers/Directors: The Glue Society (Paul Bruty and Jonathan Kneebone)
  • Film Production Company: Revolver
  • Executive Producer: Michael Ritchie
  • Film Producer: Ian Iveson
  • Cinematographer: Rob Marsh
  • Music: Jonsi and Alex

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