Hon Mark McGowan BA LLB MLA

Hon Mark McGowan BA LLB MLA

Premier; Treasurer; Minister for Public Sector Management; Federal-State Relations

Hon Paul Papalia CSC MLA

Hon Paul Papalia CSC MLA

Minister for Police; Road Safety; Defence Industry; Veterans Issues

    New marketing campaign launched to target youth market

    27/03/2018 8:30 AM
    • State Government, through Tourism WA, signs new agreement with STA Travel
    • Campaign to target youth market in the UK and Germany
    • Premier and Minister for Tourism continue to promote WA during their UK visit 

    The McGowan Government, through Tourism Western Australia, and STA Travel have today launched a co-operative marketing agreement targeting the youth market in the United Kingdom and Germany to help boost WA's tourism industry.


    Premier Mark McGowan and Tourism Minister Paul Papalia, who are in London promoting Western Australia as part of the start of the London-Perth direct flight, met with STA Travel representatives to launch the campaign, which aims to inspire the youth market to book travel to Western Australia.


    The joint marketing agreement, which follows on from the recent Working Holiday Maker (WHM) campaign in the UK, runs from April through to August this year.


    The WHM campaign, which is running throughout March, involves a partnership with MTV and includes seven videos showcasing opportunities to work and travel in WA. The campaign also includes window posters and adverts running on STA's LCD screens in-store, and on its social and digital channels.


    MTV created the videos, images and blogs to promote Working Holiday Visas, promoting Western Australia in a style and format that appeals to the 18-35 age group in the UK.


    This material is being shared across MTV's media platforms to drive traffic to STA Travel's website, where a range of deals and packages are hosted.


    During their UK visit, the Premier and Mr Papalia have promoted WA during their brief stay in London, which has included media events at London's Euston Station, Heathrow Airport and meetings with senior representatives from the UK's leading tour operators.


    Comments attributed to Premier Mark McGowan:


    "It's wonderful to be in the UK, Australia's biggest market for Working Holiday Maker travel, to encourage more young Brits to travel to WA - Australia's western gateway.


    "The new London-Perth route is the first to directly link Australia with Europe, which has enormous potential for the State's economy, boosting our tourism and hospitality industries.


    "This new campaign is designed to increase WA's market share of visitors to Australia from the 18-35 age group. It is part of a long-term approach to attract a younger audience, who are keen to explore new places and who will disperse into our regions."


    Comments attributed to Tourism Minister Paul Papalia:


    "The State Government is excited to be entering into this new marketing agreement with STA Travel, targeting the important youth sector.


    "The UK youth market is a significant target market for WA, comprising 31 per cent of UK visitors.


    "The average length of stay for youth visitors on a holiday to WA is 41 days.


    "British Working Holiday Makers stay, on average, 153 days and contribute significantly to the WA economy. 


    "Campaigns such as this one provide an opportunity for us to showcase our beautiful city and the State's many regional attractions."


    Premier's office - 6552 5000

    Tourism Minister's office - 6552 5600