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Tourism Western Australia's transformational campaign promoting Perth

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Tourism Western Australia has launched its latest branding campaign in hopes to “mesmerise” the public. The campaign aims build a reputation for Western Australia as a great self-drive destination for holiday makers.The campaign shows a transformational day and night image of two destinations beyond Perth on Clear Channel bus and taxi shelters. To bring out both day and night visions of regional Perth, a special technique known as reverse printing has been applied to the posters. This allows the poster to display a different effect of the visual under the different light settings of the environment.Under the sun, these special posters bring out the grandeur of two iconic Western Australia’s offerings; The Pinnacles in Cervantes and Observatory Point in Esperance. While at night, the posters transform and the public can see starry skies of The Pinnacles and Observatory Point.Take a look at the campaign:[gallery link="file" ids="90216,90217"]Launched on 19 March, the campaign will run for two months. Around 20 central bus shelters were picked for these specially printed six-sheet posters and targets middle-income experience travelers aged 25 to 50 years old.The campaign also uses the simple tap or scan function of the NFC chip or QR code embedded in the six-sheet panels where the public can use their smartphones to get exclusive deals to Perth, Western Australia on Bestperthdeals.com/Singapore. This campaign also runs on print and digital.

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