Tourism Western Australia launched the new Walking On A Dream brand campaign in Singapore, as the country became the #1 source market for international visitors into the state, representing over 24% of all inbound visitors for the September quarter.
The new tourism brand for Western Australia brings to life the otherworldly wonders of Western Australia and invites travellers to step out of their everyday and into a dream, where giant whale sharks fly, vineyard grapes dance, and trees bend and dip as two Aboriginal dancers weave through dramatic landscapes in the Kimberley, Margaret River, Ningaloo and Perth.
The campaign is aimed at aspirational travellers, and features stunning cinematography and scenes that blend dream and reality to the sound of Western Australian music duo Empire of the Sun’s ‘Walking On A Dream’. It references the rich Aboriginal culture of Western Australia and is designed to stand out in a highly competitive global travel marketplace. The A$15 million campaign will feature across various media including print, OOH, digital and social platforms.
Tourism WA Managing Director Carolyn Turnbull said Singapore is an extremely important market for Western Australia, as one of its closest neighbours.
“Singapore is currently our number one international source market, so we are delighted to launch this brand campaign to entice more Singapore residents to visit us for the first time or come back to explore new destinations within the State,” said Ms Turnbull.
To tap into Singaporeans’ love of the high quality of Western Australian food and wines, the campaign was launched at Michelin-starred restaurant Burnt Ends, which is helmed by Perth-born chef Dave Pynt. Industry partners and media were treated to a taste of exquisite Western Australian produce including Leewin Coast oysters, Fremantle Octopus, and fresh marron from Albany, along with local wines from the Margaret River, which produces more than 25% of Australia’s premium wine.
Speaking at the event, Tourism WA Acting Executive Director Marketing, Melissa Forbes said the new brand campaign is unique and memorable, much like Western Australia. “Singapore is a mature market for us, and Singaporeans are sophisticated travellers seeking space, freedom, connection, and time, all things that Western Australia delivers in spades,” said Ms Forbes. “We have a whole host of activity going live in Singapore, including high impact Walking On A Dream assets in premium shopping and entertainment areas such as Raffles City and ION Orchard, as well as targeted social media marketing.”
Tourism WA Singapore and Malaysia Country Manager, Ava Ang said Western Australia offers a wealth of extraordinary experiences from wine discoveries to Aboriginal immersions, from high-end dining to shopping or swimming with whale sharks and everything in between.
“Western Australia is just two movies and a wine away from Singapore,” said Ms Ang. “Pre-Covid, 87% of Singapore leisure visitors to WA were on a return visit to Australia. We hope this new campaign showcasing Western Australia’s magical landscapes will inspire Singapore residents to travel beyond Perth and discover new experiences.”
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