Talking Tourism

Tourism WA announces new marketing agencies

Following a robust tender process, Tourism WA has appointed The Monkeys, Marketforce, The Brand Agency and Sandbox as its new marketing agencies. The Monkeys, part of Accenture Interactive, will lead the strategic and creative services part of the contract while the other agencies, in addition to The Monkeys, will undertake the implementation and production work. Tourism WA’s Managing Director Brodie Carr said the tender process had given Tourism WA the opportunity to see what some of the best agencies in the country had to offer and find the best partners to help make an impact with the State’s destination marketing. The Monkeys showed a thorough understanding of the challenges and issues Tourism WA faces in raising the profile of WA as a world-class tourist destination and provided a range of well-researched solutions, strategies and innovative opportunities. Appointing local companies to deliver production and implementation services means a lot of the work will be done here in Perth, supporting local jobs. Read more on our corporate website.

Campaign urges interstate footy fans to stay and play in WA

Interstate football fans are encouraged to head west to cheer on their team in Perth and stay on to holiday as part of Tourism WA’s marketing campaign for the 2020 AFL season. Launched in Victoria, South Australia and NSW this week in the lead-up to the first AFL game in March, the five-month campaign features AFLW player, commentator and media personality Abbey Holmes and former Richmond Tigers legend, media personality and AFL commentator Matthew Richardson. The pair feature in a series of videos targeting passionate fans of specific clubs. The campaign will showcase WA experiences and attractions and will start with social and digital activity, followed by TV commercials on the Seven Network during interstate AFL matches. Find out more about the 2020 AFL marketing campaign on Tourism WA’s corporate website, or read the Tourism Minister's media statement.

Perth to attract rowing elite with championship triple

Perth is set to host three premier national rowing events through to 2026, which will attract national and international competitors and inject millions into the State’s economy. Tourism WA secured the Australian Masters Rowing Championships in May 2022 and May 2026, and the Australian Rowing Championships in March 2023. The three national events will be held at the Champion Lakes Regatta Centre, which is one of only two purpose-built water sports centres in Australia that can accommodate international standard rowing. Together, the events will significantly lift the profile of the State in the rowing community and deliver thousands of visitors and about $12 million in economic impact over a five-year period. Read more on Tourism WA’s corporate website.

Award-winning Kimberley tourism campaign returns

An award-winning tourism campaign featuring the charming adventures of a retired couple travelling the Kimberley region is back. The original Magic Kimberley campaign produced by Australia’s North West in 2019 was awarded the gold medal for Destination Marketing at the WA Tourism Awards and is in the running for the national awards to be presented next month. Magic Kimberley – The Sequel launched this week with a five-minute online video featuring much-loved characters Denise and Michael returning to the region for a new adventure on the Gibb River Road. The campaign is supported by a range of tools including advertising, itineraries, blogs and a cooperative partnership with travel wholesaler Broome, Kimberley & Beyond, which will provide special offers for consumers and additional marketing support. View the campaign here.

WA on show on the east coast

Tourism WA’s east coast team attended the annual Flight Centre World Travel Expos in Sydney, Melbourne and Brisbane over the three consecutive weekends during February. As the only state tourism organisation to exhibit at these events, the Tourism WA stand was well visited, with interest in all of WA’s regions. Overall, numbers for the three shows were high and, combined, exceeded the previous year’s result.

Expedia campaign in the US

Tourism WA has launched its latest campaign in the US, ‘Make new mates in Western Australia’ with Expedia. All of WA’s five regions feature in the campaign, which aims to attract holiday makers to Perth and encourage them to explore the regions while they’re here. A combination of accommodation-only, packages (including air) and activities can be booked through the campaign. The campaign was launched as part of the $12 million international marketing boost announced last year.

Program released for World Indigenous Tourism Summit

The program for the World Indigenous Tourism Summit has been released. The conference, which will take place April 6-9, will feature a range of speakers from across the globe. They will discuss key issues and needs that impact Indigenous tourism around the world, and the opportunities that exist for culturally authentic Indigenous tourism product. Keynote speakers include Ben Sherman (World Indigenous Tourism Alliance), Greg Bakunzi (Rwanda Eco Tourism Association) and Monica Zalaquett (UNWTO). Register now to secure your place at this World Summit.

Marketing update on Melbourne-Busselton route

Last week, Verity Collis and Pat Monneron from Tourism WA's domestic marketing team provided an update on the marketing tools used to promote the Melbourne-Busselton route to the Margaret River Busselton Tourism Association’s members. If you missed the session or would like a recap, please download the presentation.