24/8/04
Tourism Minister Bob Kucera today announced a new $2.75million tourism marketing campaign… ‘Western Australia, the Real Thing’.
Mr Kucera said the print, outdoor and television branding campaign was about more than tourism - it was about building awareness of all the things that make WA special.
“This campaign represents an investment in developing a long-term brand for WA,” he said.
“It also responds to research showing many Australian tourist spots are considered by visitors to be overcrowded and over-commercialised.
“The campaign is a significant progression from the previous ‘Be Touched By Nature’ brand promoted by Elle Macpherson and will feature WA as the hero, rather than a personality.
“All regions of the State will feature, along with unique WA activities like swimming with whale sharks.
“One of the strengths of the campaign is its flexibility - it works well in print, outdoors and on TV.
“Each of the five Regional Tourism Organisations in WA will be given print material, a generic television advertisement and will have additional funding spent to promote their region.”
Mr Kucera said the Government had injected an extra $1.75million into Tourism WA’s marketing budget for the campaign. The investment was important because tourism was a key economic driver for the State economy, employing about 72,000 people and generating at least $3.6billion each year.
The Minister said for every $1million spent in WA by visitors, eight more Western Australians were employed.
The brand campaign would include print and outdoor advertisements, as well as a 30-second television commercial, to screen in Perth in October. The campaign material would also be used in Sydney, Melbourne, regional WA and overseas.
“It is important that the advertisements appear in WA because Western Australians holidaying at home represent a huge slice of tourism business in this State - about 78 per cent,” Mr Kucera said.
Minister's office: 9213 7000
