New marketing campaign to sell WA to the world

Western Australia’s new tourism marketing campaign, launched this month by Premier and Tourism Minister Colin Barnett, is expected to generate millions of dollars for the State’s economy. The campaign, Just Another Day in WA, was developed by Tourism Western Australia and its advertising agency to show people around the world the extraordinary experiences that can be found in Western Australia.

The Premier 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,” Mr Barnett said.

Extensive research carried out during the campaign’s development revealed that few people outside of WA were aware of the transformation of Perth and its surrounds, or appreciated how Western Australia was different from other places in the country.

The Premier said to address these knowledge gaps, the Just Another Day in WA campaign would feature Perth content and highlight what was unique about regional WA. “Our recent tourism marketing campaigns have focused almost exclusively on regional WA but greater Perth has gone through some dramatic changes and has a lot to offer as a destination in its own right,” he said. “As Perth continues to evolve, so will the campaign and we will be able to share more Perth stories with the world.”

The Premier 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 co-operative advertising campaigns, airlines, travel agents and tour operators. We are calling on all West Australians to contribute to the campaign by sharing their own extraordinary WA moments using the hashtag #justanotherdayinWA.”

In 2016, a minimum of 17 films presenting personal experiences in WA will be created, together with other supporting materials including photography and a microsite. Many more films will be produced over the life of the campaign. Regional Development Minister Terry Redman said the campaign would further enhance regional WA’s position as a desirable tourism destination.

The campaign is partly funded by Royalties for Regions under the Regional Tourism Marketing Program, which forms an important part of the State Government’s strategy to grow the value of tourism to $12 billion by 2020. “Tourism is a major contributor to the State’s economy.  In 2015, visitors spent $9 billion in the State, including $4 billion in regional areas,” Mr Redman said.

You can view the campaign website at http://www.justanotherdayinwa.com