20/10/04
‘The Real Thing’ tourism marketing campaign is a key part of the State Government’s strategy to reach the ambitious goal of having 100,000 people employed in the tourism industry within five years, Tourism Minister Bob Kucera said today.
At the launch of ‘The Real Thing’ campaign, the Minister said tourism, which currently employed 72,000 people, was an important economic driver, particularly in the regions.
“This three-year marketing campaign brands Western Australia and its unique natural assets and experiences as the real hero, which is very different to the last brand campaign featuring Elle MacPherson,” Mr Kucera said.
The advertisements will showcase iconic locations from across the State and in addition to the central campaign, each Regional Tourism Organisation will be given specialised material and funding to promote their region.
“This demonstrates our continued commitment to building regional communities, creating jobs and business opportunities through a vibrant tourism industry,” the Minister said.
“Tourism is a very competitive industry and without investing in new marketing campaigns we cannot expect our industry to grow.”
The $2.75million ‘The Real Thing’ campaign, which goes to air in Perth tonight, includes a range of press advertisements, on-line, cinema and billboard material that will be used in WA, the Eastern States and in target overseas markets.
“When we talked to people visiting WA they told us how relaxed and invigorated they felt - that WA was the real deal for a holiday experience,” Mr Kucera said.
“We have absolutely captured that feeling with this campaign, epitomized by the 60s anthem, ‘The Real Thing’.”
Mr Kucera said even better was that the song was composed by Western Australian Johnny Young and performed by Australia’s own Russell Morris.
He was joined at the launch by Johnny Young, who said he was delighted his 60s classic song was being revitalized to encourage people to explore his home State.
“The song invites us to come and see ‘the real thing’. Having travelled the world I am yet to find anywhere that rivals the natural beauty WA has to offer,” Mr Young said.
Locations that feature in the first television advertisement are South-West wineries, old-growth karri forests, the beautiful bays of Rottnest, the Gormley statues, Karijini National Park, and the coral reef life of Ningaloo.
Minister's office: 9213 7000
