AUSTRALIA: Tourism Campaign In West Australia

Activities that many West Australians take for granted will be the main focus of WA’s latest tourism marketing campaign unveiled today by Premier and Tourism Minister Colin Barnett.

“Just Another Day in WA” was developed by Tourism WA and advertising agency Cummins&Partners to highlight the extraordinary experiences that can be found in the State.

Mr Barnett said the premise behind the campaign was to highlight the things that West Australians took for granted but visitors found memorable and extraordinary.

“West Australians tend to be blasé about the beauty and uniqueness of our magnificent State so what is seen as extraordinary for a visitor is just another day in WA for us,” he said.

Research undertaken during the development of the campaign showed that the perception of Perth was that it was an ordinary, run-of-the-mill city.

As revealed by The West Australian earlier this year, a unique perceptions survey found that many potential travellers from the eastern States were reluctant to visit Perth because “it has nothing to offer that I can’t get in my home State”.

The survey was based on forum groups in eastern States cities and an online survey of about 500 residents in Melbourne and Sydney.

Mr Barnett said that, to address these type of knowledge gaps, the Just Another Day in WA campaign would feature Perth content and highlight what was unique about regional WA.

He said the groundbreaking campaign marked a fundamental shift in the way Tourism WA promoted the State as a holiday destination.

“Under the Just Another Day banner, Tourism WA and the tourism industry will create and distribute appealing content that will inspire people to travel to our State,” he said.

“It will be distributed across the globe through our cooperative advertising campaigns, airlines, travel agents and tour operators.

“We are calling on all Western Australians to contribute to the campaign by sharing their own extraordinary WA moments using the hashtag #justanotherdayinWA.”

The first phase of the campaign includes nine films covering Perth, the South West and the Golden Outback for use on television and online, digital and print advertising and a dedicated microsite that will house user-generated content, travel articles and travel deals.

Another nine films, covering Perth, the Coral Coast and the North West, will be produced later this year.