Western Australia’s natural attractions, wildlife, sensational coastline and delicious produce will be part of a wide-reaching campaign to encourage United Kingdom visitors to holiday here.
A landmark marketing agreement between the State Government, through Tourism Western Australia, and the dnata Travel Group will see WA promoted in campaigns across dnata’s travel brands.
Western Australia will be promoted through dnata’s major wholesalers Gold Medal and Travel 2, as well as its consumer brands Travelbag and Netflights.
Campaign activity is running across key booking periods until the end of March 2020 and promotes Perth as the primary entry point to Australia with affordable Emirates airfares. WA’s extraordinary regional experiences are also highlighted through a series of ‘Perth and Beyond’ itineraries.
Road trips along the ‘Great South West Edge’ and the ‘Coral Coast Highway’ as well as Perth’s wildlife experiences are some of the key experiences featured prominently in television advertising, radio and print promotions, video and social advertising.
Activity through Travel 2 and Gold Medal’s significant agent network includes a ‘WA takeover’, with 200 stores in January and 150 stores in February showcasing Western Australian experiences.
The deal forms part of the $12 million international marketing boost announced by the McGowan Government in March. The United Kingdom remains Western Australia’s top visitor market, and last financial year 145,200 people travelled to WA and spent $239 million.
As stated by Tourism Minister Paul Papalia:
“Nature and wildlife experiences are drawcards for visitors from the United Kingdom which is why Ningaloo Reef’s whale sharks, Esperance’s kangaroos and Rottnest Island’s quokkas are front and centre in this campaign.
“Our stunning State has so many incredible visitor experiences waiting to be discovered and this campaign will show visitors from the United Kingdom why WA is a must-see destination.
“Increasing the number of overseas visitors is one of our main objectives, which is why we committed an extra $12 million to Tourism WA’s international marketing activity.”