Hon Roger Cook BA GradDipBus MBA MLA

Hon Roger Cook BA GradDipBus MBA MLA

Deputy Premier; Minister for State Development, Jobs and Trade; Hydrogen Industry; Tourism; Science

    Walking On A Dream takes over Piccadilly Circus

    29/01/2023 7:00 AM
    • ​Walking On A Dream tourism campaign to run on digital billboards in Piccadilly Circus and Central London
    • Innovative, three-dimensional whale shark animations to appear for a week from 30 January
    • Advertising campaign kicks off official launch of Walking On A Dream in the UK


    Walking On A Dream will be showcased on London's most prominent digital billboard in Piccadilly Circus, in the latest international rollout of Western Australia's global tourism brand.


    The week-long advertising and promotional campaign will begin at midnight on Monday 30 January.


    The campaign will include the spectacular 3D animation of WA's iconic floating whale shark which recently wowed New York's Times Square on New Year's Eve.


    Visitors to Piccadilly Circus will also see the 60-second Walking On A Dream commercial featuring the music of Empire Of The Sun and dancers Rika Hamaguchi and Ian Wilkes in the Kimberley, Ningaloo Reef, Margaret River and Perth.


    Professional dancers reflecting the choreography in the Walking On A Dream film will launch the campaign in Piccadilly Circus to morning commuters who will have the chance to win tickets for a dream holiday in WA.


    Two additional sites will go live on the same day in the central business district of Canary Wharf and Kensington's Holland Park. These sites will showcase the stunning Walking On A Dream imagery of Boranup Forest and the Margaret River Region.


    The high-impact advertising initiative throughout Central London is supported by the McGowan Government as part of Tourism WA's $2 million launch of the new global tourism brand in the State's largest international markets and is funded through the WA Government's $195 million Reconnect WA package.


    Before the COVID-19 pandemic, the United Kingdom was WA's largest visitor market with more than 140,000 UK travellers spending about $250 million in WA in 2019.


    The Walking On A Dream brand launch in London is complemented by a series of trade campaigns currently underway across the UK to encourage more visitors from across the country, including working holiday makers, to travel to WA and experience their dream holiday.


    Walking On A Dream was launched domestically in September last year and since then has been launched in key international visitor markets including Indonesia, New Zealand, Singapore, and most recently the United States, where one of Ningaloo's gentle whale sharks floated high above Times Square on New Year's Eve on four impressive 3D billboards.


    Comments attributed to Tourism Minister Roger Cook:


    "Walking On A Dream is all about elevating WA as a dreamlike and aspirational destination within a highly competitive global travel marketplace.


    "We all saw the amazing images of the floating whale shark in Times Square on New Year's Eve. Now it is London's turn to experience WA's amazing tourism campaign.


    "WA has been featuring on plenty of global lists of the best places to see in 2023. The secret is well and truly out.


    "The Walking On A Dream global brand launch continues to showcase bold and eye-catching imagery and vision in our key international travel markets, shining a light on the stunning natural assets that make WA a dreamlike and wondrous place to visit.


    "The UK is a hugely important inbound visitor market for WA, so putting our new global tourism brand on centre stage in London's West End during the colder winter months will help drive visitors to WA and contribute to a thriving tourism sector into the future."


    Minister's office - 6552 6500