A brand for all West Australians
Walking On A Dream is designed to elevate the profile of Western Australia as a unique destination within a highly competitive global marketplace. The next iteration of the brand creative, launched in 2026, directly addresses visitors' key travel desires and positions WA as a wondrous, otherworldly, dreamlike and aspirational destination to visit.
First launched in September 2022, Walking On A Dream is directly inspired by our unique tourism brand narrative ‘Our Story: The Spirit of Adventure’. Created in consultation with industry, Our Story: The Spirit of Adventure is a narrative framework that outlines what makes Western Australia unique, shaped by the themes of Time, Space, Connection and Freedom—core elements that reflect Western Australia’s ancient landscapes, natural wonders, supernatural contrasts, vast horizons and rare experiences.
The aim of Our Story was to identify a storytelling roadmap to give Western Australia a competitive advantage and inspire future marketing campaigns, events, destination development, partnerships and policy.
Walking On A Dream uses the same founding principles of Our Story to underpin the new creative, with the latest evolution deepening the connection to nature, culture and Country. Developed with leading Western Australian talent and filmed across iconic locations statewide, the creative reimagines the Spirit of Adventure while continuing to showcase Western Australia as a world‑leading destination of choice.