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Our marketing strategy focuses on brand communications, event marketing, cooperative marketing with key airlines and distribution partners, trade education, public relations and major business event promotion in conjunction with the Perth Convention Bureau.

Here are some of the campaigns we are currently running.

DOMESTIC


Campaign name:           Perth Campaign
Campaign summary:   Tactical campaign with Webjet.com.au  to drive immediate visitation to Perth from key interstate source markets of NSW, VIC and QLD.   The campaign includes a spend and save hotel coupon for Perth hotels to grow leisure visitation.
Campaign dates:           November 2017 – December 2017
Channels:                           Digital, social, eDM


Campaign name: 
            Indian Pacific
Campaign summary:    Tactical campaign with Great Southern Rail to drive visitation to Western Australia from key interstate source markets of NSW, Victoria and Queensland.  Promoting Indian Pacific package offers, the key objective of this campaign is to drive incremental growth in leisure visitation with pre and post touring in WA.
Campaign dates:           October 1 – December 17, 2017 
Channels:                          Print, digital, social, eDM



Campaign name:            Visiting Friends and Relatives
Campaign summary:    The campaign targets people who were born in WA but have moved interstate and their friends and relatives in WA are inviting them to come home for the summer holiday period and discover the transformation of Perth. They are ultimately served a tactical booking offer from an airline partner or ground operator.
Campaign dates:            November 2017 – January 2018
Channels:                           This is a digital marketing campaign across native and social media that encourages engagement and sharing amongst locals in Perth and their loved ones who have moved interstate.
Markets:                             Interstate; primarily Sydney and Melbourne with secondary source markets of Cairns, Gold Coast, Adelaide.



Campaign name:          AFL Travel
Campaign summary: Targeting the key source interstate markets, Tourism WA has partnered with AFL Travel to promote packages to convert consumer interest generated from the campaign into bookings.
Campaign dates:          October 2017 – June 2018
Channels:                         TV, digital, print, social, eDM


Campaign name:          WA Campaign
Campaign summary:   Tactical campaign with Discover Australia Holidays to drive visitation to Western Australia from key interstate source markets of NSW, VIC and QLD.   Promoting package offers, the key objective of this campaign is to target relevant WA product offers to relevant interstate consumers to drive incremental growth in leisure visitation.
Campaign dates:          November 2017 – June 2018 
Channels:                         Digital, social, eDM



Campaign name:          Kimberley and Western Australia campaign
Campaign summary:  Tactical and content campaign with APT to drive visitation to Western Australia from key interstate source markets of NSW, VIC and QLD.   Promoting package offers, the key objective of this campaign is to convert consumer interest in the destination to bookings for travel in 2018.
Campaign dates:         November 2017 – February 2018
Channels:                        Print, Direct Mail


Campaign name:           Domestic marketing campaign - quarter two
Campaign summary: Tourism WA has rolled out quarter two domestic marketing activity to increase visitation to the State. The destination focus for this quarter is Perth and Margaret River. The campaign also features a retail offer in partnership with online travel agent Expedia, with activity driving to a dedicated WA landing page.
Campaign dates:         until November 17, 2017
Channels:                        TV, digital and social media. TV ads focus on Perth and Margaret River.
Markets:                           Sydney and Melbourne


INTERNATIONAL


Campaign name:           Chan Brothers Muslim Tour Partnership (Singapore)
Campaign summary:   Muslim-focused campaign with link to specific Radio DJ tour in December reinforcing WA as a preferred destination for Muslim travellers
Campaign dates:            July 17 - December 18, 2017, with main activity in July/August 
Booking period:              July 17 - November 17, 2017
Planned channels:         Radio, online, travel fairs - Chan and Travel Revolution. In addition Chan will be continuing to promote the Caravan                 Convoy for a September departure

Campaign name:          Singapore Airlines - Tourism WA cooperative partnership campaign
Campaign summary:  Tactical campaign with Singapore Airlines to drive bookings and visitation to Western Australia. This campaign will target the FIT female traveller segment by two young talents experiencing the State using videos and social media platforms to showcase WA.
Campaign dates:         October - November 2017
Channels:                         Videos and social media platforms to amplify the destination message.
Markets:                           Hong Kong


Campaign name:          Expedia campaign
Campaign summary:  Tactical campaign with Expedia to drive visitation to Western Australia. WA package offers including airfare, accommodation and tour products to be promoted through Expedia’s global platform.
Campaign dates:            October – November 2017
Channels:                            Expedia
Markets:                             Hong Kong

Campaign name:            Helloworld Perth Summer Events Campaign (New Zealand)
Campaign summary:   Tactical campaign with Helloworld and Christchurch Airport to promote WA travel deals and key summer events in Perth. The key objective of this campaign is to drive NZ visitation over summer, support Perth events and maximise sale opportunities around Air NZ seasonal services between Christchurch and Perth over summer.
Campaign dates:           October/November 2017
Booking period:             October 2017 - March 2018
Planned channels:        Digital, social, press, native content, instore posters, promotional flyer
Markets:                             New Zealand

Campaign name:          Dwidaya partnership activity
Campaign summary:  Marketing and sales tactical campaign with Dwidaya – one of Indonesia’s largest travel agents in market. The campaign will promote FIT packages (free and easy), groups/series and special tour via Dwidaya communities and loyal members.
Campaign dates:           October 2017 – April 2018
Channels:                           Cinema ads, webtorial, digital media, and a Dwidaya booklet.
Markets:                             Indonesia


Campaign name:          Australian Theatre Company  (ATC) and Qantas Holidays
Campaign summary: Presented by Australian Theatre Company, the “Grey Nomad” production premiered to the world in Los Angeles on September 9. The four week showing of the production will include 22 performances, with Tourism WA partnering with ATC to leverage destination messaging and Qantas Holidays to sell packages, reinforcing the extraordinary experiences only available on a West Australian holiday. 
Booking period:           April 4 – December 1, 2017
Channels:                     A competition, PR and media leverage, video itineraries and content throughout the theatre, and development of packages  through Qantas Holidays.


Campaign name:            Dreamtime Travel ‘Go Walkabout’ cooperative campaign with Tourism Australia, Tourism and Events Queensland, and Tourism Northern Territory
Campaign summary:    The campaign focuses on raising awareness of the accessibility of Aboriginal touring products.
Campaign dates:            September 2017 – April 2018
Channels:                           Brochure, website, microsite, social media, newsletter, print, online banners
Markets:                             Germany


Campaign name:         Best of Travel Group with Tourism WA and Tourism Northern Territory cooperative campaign
Campaign summary: Tourism WA and Tourism Northern Territory will join forces with Best of Travel Group (BoTG) to promote WA and NT online with focus on the wide range of BoTG products.  The campaign will explain the easy accessibility of the regions, highlighting the natural beauty and variety on offer in remote areas, with suggested itineraries.
Campaign dates:          September 2017 – April 2018
Channels:                         Website advertising, editorial, newsletter, social media
Markets:                           Germany


Campaign name:          Monas Tour Co – Partnership activity
Campaign summary: Activity will include media placements (advertorial) featuring WA experiences and ensure WA’s presence during Monas Travel fair by engaging consumers on social media. The product offered will be mainly focusing on leisure travel targeting FITs and families who are looking for year-end/school holiday deals.
Campaign dates:          October 2017 – June 2018
Channels:                         Dailies in Surabaya, travel fair booth


Campaign name:          Visiting Friends and Relatives
Campaign summary: The campaign targets expatriates living in WA and their friends and relatives living in the key international markets of the UK, New Zealand, Singapore and Malaysia. It encourages the friends and relatives to consider a holiday to WA to visit their loved ones. They are ultimately served a tactical booking offer from an airline partner or ground operator.
Campaign dates:         October 2017 – January 2018
Channels:                        This is a digital marketing campaign across native and social media that encourages engagement and sharing amongst expatriates and their friends and relatives.
Markets:                          UK, New Zealand, Singapore and Malaysia







Last Reviewed: 2017-11-17