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.”
Credits:
- 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
lovely work Host!
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Stunning, amazing, goose bumps.
I’ve never been before, but now its top of my list.
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Old NT campaign meets old Tourism Australia Baz Luhrmann ad while searching for an idea.
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Stunning work Host. Congrats! Beautifully shot. Love the soundtrack and lack of voicover. Brave choice by client and agency. Great to see.
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That could be anywhere in Australia
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Open road, beaches, beaches, beaches, cave, woods, open road, ocean, fun in bed, beaches, ocean, dinner, ocean, cut to panoramic view = Unique
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Good not great. Latest work for SA is better than this.
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Cinematography is great. Sound track is great. Performances are good too. Did I watch to the end? Yes – because I was living in hope of some payoff. Liked that it gave me the opportunity to create my own story and meaning with the couple. But is it compelling? Not really – it doesn’t make me want to go to WA. Because yes, that could of been anywhere in Australia. What if we had of learn’t some backstory (don’t need dialogue to do this) about the couple – for instance – a busy stressed out couple from the east coast that want to get away from everything – their relationship has been suffering and by going to WA it has helped rekindle what they felt was extraordinary about each other. WA then becomes the change agent for the good of their relationship. With all that said – still think it’s a nice piece of video.
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