The Real Star Campaign Creative

The Creative Challenge

Tourism WA's major creative challenge is that Western Australia is not mentioned in the film so, how do we make the connection between the film and the destination?
TWA is going to be positioning the Kimberley, Western Australia as the real star of ‘Australia’ the movie.

Key creative pillars

There are four key creatives pillars within the creative execusion, these are listed below and outlined in the red boxes:

Movie style quote
Hero image
Branding device
Body copy call to action.

cockburn range press ad with red boxes

Creative Execusion - Television

The Tourism WA TVC will be seen in our Intrastate, Interstate, UK and German markets. There are 7 differnent versions of the TVC with slight tailering for each market. View the Interstate version of the TVC.