The Australian Hotels Association (WA) has strongly endorsed Tourism WA’s new global brand, which will underpin campaigns to promote Western Australia as a premier tourism destination.
AHA(WA) CEO Bradley Woods said the Walking on a Dream campaign is emotive and lays the groundwork for marketing efforts that will have longevity in the years ahead.
“This is a campaign that highlights what is truly special about WA and taps into the unique destinations and experiences we have to offer tourists,” Mr Woods said.
“As we pivot out of the pandemic, launching a new and effective global brand is more important than ever.”
“The campaign is uniquely Western Australian and successfully promotes Aboriginal culture in a way that we haven’t done so previously.”
“Strong investment in domestic and international campaigns to promote the new brand will help WA’s tourism industry to rebound and truly cement our reputation as Australia’s western gateway.”
“At the moment, the international tourism industry is hypercompetitive, as countries around the world are rebooting their visitor economies and working hard to attract new and returning visitors.”
“Launching a powerful new tourism brand, supported with a significant marketing investment, will provide WA with a critical point of differentiation, which will deliver direct benefits to the state’s hotels and hospitality venues.”
“The success of WA’s tourism industry relies on us being able to attract high value travellers and this campaign will help us achieve this objective.”
“Effective tourism campaigns are always underpinned by a strong brand. This is evident when we think of examples such as New Zealand’s 100% Pure campaign, a highly successful tourism campaign that was launched over 20 years ago and continues to be used around the world today.”
“For the first time in many years, WA has a new global tourism brand that is proudly unique and will stand out in a crowded market.”