The McGowan Government is launching a $12 million Wander Out Yonder marketing blitz to encourage interstate travellers to holiday in Western Australia.
A series of high impact marketing initiatives will kick off tomorrow in Queensland, New South Wales and Victoria, taking over billboards, social media, newspapers, magazines, television and radio spaces.
The $12 million package between now and July will also include partnerships with airlines and retail travel brands, offering WA travel itineraries and packages to help drive bookings to WA.
Unique scenes from across WA will take center stage in advertisements as the State looks to attract tourists and support local tourism operators.
The marketing drive will encourage holidaymakers to travel around the State exploring stunning coastlines, premium food and wine, exceptional art and culture, and ancient Aboriginal history.
It will feature all regions – including the Kimberley, Pilbara, Coral Coast, Goldfields-Esperance, South-West, Great Southern and Perth.
WA icons like quokkas, whale sharks and Cable Beach-style camel trains will also pop-up in unexpected locations to capture the attention of potential travellers.
The Wander Out Yonder campaign has been extremely successful at driving Western Australians to discover and rediscover the extraordinary tourism experiences in their own State. The campaign encouraged locals to go further and stay longer to explore the wonders and adventures on offer in WA.
The Reconnect WA strategy was launched late last year to help give businesses and industries a competitive edge as part of the Safe Transition Plan.
It included funding to target aviation, tourism, skilled workers and international students.
As stated by Premier Mark McGowan:
“Western Australia is in a unique position as we fully lift our hard border and welcome tourists from across the nation to our State.
“Our management of COVID-19 has delivered some of the best health, social and economic outcomes anywhere in the world and we are now in a position to market WA as a safe, friendly and vibrant destination.
“From Cable Beach in the Kimberley to Margaret River in our South-West, Western Australia has a raft of experiences that can’t be found anywhere else.
“Our $12 million marketing blitz will show the rest of Australia that our tourism operators have a lot to offer interstate visitors who are keen to discover something new or want to experience something they can’t experience anywhere else.
“After two years of dealing with the pandemic, I’d encourage tourists to head to WA to Wander Out Yonder and enjoy everything our State has to offer.”
As stated by Tourism Minister Roger Cook:
“We are looking forward to welcoming back our friends from the Eastern States.
“Western Australians have spent the past two years being tourist in their own backyard.
“They have discovered just how extraordinary our State is – from the phenomenal natural beauty to the deep Aboriginal culture.
“Now the rest of Australia is going to get ready to be amazed at the tourism adventures on offer.
“This new $12 million marketing campaign is just the start of an intense year of high impact marketing initiatives that will get interstate holidaymakers back to WA, and will support our world-class tourism operators as they adapt to the border reopening.”
