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Western Australia in £1m-plus UK marketing push
A £1.15 million UK marketing campaign by Tourism Western Australia is being launched in January.
‘The Real Australia’ promotion is designed to challenge more established Australian destinations as the first choice for UK tourists visiting the country.
The latest activity comes on the back of a partnership between Tourism WA and Gold Medal Travel with a combined £121,000 being dedicated to promoting the brand to the travel trade.
Five iconic experiences which travellers relate to WA emerged from research – marine; outback adventure; wine; forests and flowers; people and lifestyle – and the tourist office aims to promote “authentic and untouched” Australia.
The campaign includes satellite TV advertising from January 2 to February 27, full page adverts in titles including Conde Naste Traveller, Sunday Times Travel, Observer Travel and National Geographic, plus a 30 second advert in 320 art house cinemas. The aim is to give UK tourists a flavour of what the state looks, feels, tastes and sounds like.
UK and Europe market development manager Leonie Groves said: “We’re looking to communicate to our core target market of self challengers that WA is the ideal destination for the authentic Australian experience.
“Our research has identified these five key strengths to our product and the brand campaign will look to position the state as the number one choice for UK visitors to Australia.”
The UK element is part of a wider international campaign, branded ‘The Real Thing’ in domestic markets, focusing on experiences across the state, including diving on Ningaloo Reef, trekking around the World Heritage listed Bungle Bungles and visiting world class vineyards.
The brand launch ties in with a visit to the UK of the state’s new tourism minister Mark McGowan.
Since his appointment, the minister has committed £6.8 million in new funding, with nearly £200,000 being spent on capturing images of the five iconic experiences on film.
Report by Phil Davies
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