Tourism Western Australia has launched a new marketing campaign through Cummins&Partners as part of a major push to encourage Australian and global travellers to visit the state.
The idea highlights some of the extraordinary experiences on offer across Western Australia, from Rottnest Island and the City of Perth, to Margaret River in the South West and Kookynie in the Golden Outback – with stories all told from the intimate perspective of the traveller.
“WA is unique in that it’s the sheer breadth of extraordinary things to do, see and experience that set it apart,” said Adam Ferrier, chief strategy officer, Cummins&Partners.
“Yet, despite this abundance of treasures, Western Australians are typically pretty understated about the amazing state they live in. We wanted to bring these two thoughts together to share with the world the concept that all of these extraordinary experiences are ‘just another day in WA’”.
The idea, developed and planned across creative and media by Cummins&Partners, puts the people of WA at it’s heart, and lives across a broad range of channels.
From socially generated content to broadcast communications, the idea features a range of personal stories told from the first person perspective that feel very different from typical tourism advertising.
“We know that these days, people are looking above all for personal experiences from a holiday or trip”, added Jim Ingram, executive creative director.
“They want more than just the picture book tourist experience. So we deliberately set out to make sure that the stories we tell in film and beyond are just that – personal, intimate and real.”
The campaign also looks to rally Western Australians to share their pride in their state and their own personal ‘just another day’ experiences of WA via social media, and through a partnership with Seven West Media that will see consumer photos featuring in both the online and offline pages of The West Australian in coming weeks.
“The most persuasive advert for any tourist destination is a real person who’s experienced that place, not just a piece of advertising”, said Louise Scott, executive director, strategy, brand and marketing services at Tourism Western Australia.
“Every story we tell across the campaign is therefore told from the perspective of a real person – and we want it to grow organically as visitors and the proud residents of Western Australia, share their own personal experiences in WA.
“This is just the start of an ongoing effort to showcase everything that WA has to offer, from Lucky Bay in the South to Broome in the North and everywhere in between. We’re incredibly proud of the new campaign, and can’t wait to keep sharing our great story with Australia and beyond.”
The platform was launched by the Premier of Western Australia, Colin Barnett, on Friday 10 June and will roll out across Australia, and globally in markets including China, USA, UK and Germany
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]