Tourism Western Australia targets SG travellers with US$10m campaign

Tourism Western Australia has launched the "Walking On A Dream" brand campaign targeted at Singaporean travellers. It features cinematography and scenes that blend dream and reality to the sound of Western Australian music duo Empire of the Sun’s "Walking On A Dream". 

To tap into Singaporeans’ love of the high quality of Western Australian food and wines, the campaign was launched at Michelin-starred restaurant Burnt Ends, which is helmed by Perth-born chef Dave Pynt.

The campaign showcases Western Australia's diverse environment and culture - where it shows travellers step out of their everyday and into a dream, where giant whale sharks fly, vineyard grapes dance, and trees bend and dip as two Aboriginal dancers weave through dramatic landscapes in the Kimberley, Margaret River, Ningaloo and Perth.

It references the rich Aboriginal culture of Western Australia and is designed to stand out in a highly competitive global travel marketplace. The approximately US$10 million campaign will feature across various media including print, OOH, digital and social platforms. Therefore, the launch in Singapore, reflects the country being the main source market for international visitors into the state, representing over 24% of all inbound visitors for the September quarter.MARKETING-INTERACTIVE has reached out to Tourism Western Australia.

Tourism WA managing director Carolyn Turnbull explained Singapore is an extremely important market for Western Australia, as one of its closest neighbours. “Singapore is currently our number one international source market, so we are delighted to launch this brand campaign to entice more Singapore residents to visit us for the first time or come back to explore new destinations within the State,” Turnbull said.

Tourism WA acting executive director marketing, Melissa Forbes said: "The new brand campaign is unique and memorable, much like Western Australia."

According to her, Singapore is a mature market for Western Australia, and she described Singaporeans to be sophisticated travellers seeking space, freedom, connection, and time, all things that Western Australia delivers in spades. "We have a whole host of activity going live in Singapore, including high impact Walking On A Dream assets in premium shopping and entertainment areas such as Raffles City and ION Orchard, as well as targeted social media marketing,” Forbes added.

Tourism WA Singapore and Malaysia country manager, Ava Ang, explained that Western Australia offers a wealth of extraordinary experiences from wine discoveries to Aboriginal immersions, from high-end dining to shopping or swimming with whale sharks and everything in between.

“Pre-COVID, 87% of Singapore leisure visitors to WA were on a return visit to Australia. We hope this new campaign showcasing Western Australia’s magical landscapes will inspire Singapore residents to travel beyond Perth and discover new experiences,” Ang explained.

Separately, Tourism WA's main agency Tourism Australia and Qantas recently partnered up for their "Come and Say G’day" campaign and invite Singaporean travellers to Australia. The multi-market partnership, which will commence in Singapore from 14 November, will include a range of joint activities including a series of new co-created TVCs run on Mediacorp channels, followed by online channels including Viu, YouTube and Meta – all designed to inspire travellers to plan and book an Australian adventure.

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