An extraordinary story
In 1930, Australian taxi driver Charlie Heard accepted a most unusual taxi fare, driving an elderly spinster and her two companions from Melbourne to Darwin and back. The final fare was £300 or about $19,000 in today’s money.
The extraordinary taxi ride
In April 2010, Tourism Western Australia set out to continue that pioneering spirit of adventure by taking a modern-day taxi on an epic nine-week odyssey around the entire State and its extraordinary destinations and attractions.
Bunbury's Doug Slater was chosen to be the extraordinary taxi driver after thousands of online voters selected him as their favourite cabbie. Along for this ride of a lifetime were 22 lucky passengers from Australia and around the world who won a spot in the taxi for one of eleven journey legs.
The epic journey commenced in Perth, making its way throughout the State, showcasing Western Australia’s extraordinary destinations along the way and culminating in a spectacular finale party in Broome attended by over 1,000 locals.
Continuing this extraordinary story
From the Valley of the Giants in the south west to swimming with the gentle giants of the sea at Ningaloo Reef, every facet of this incredible journey has been captured on film – creating some exciting new content about the State and fascinating personal stories which has been used to continue to convey the story and the Experience Extraordinary brand.
If you’re a travel or tourism business, you too can leverage the Experience Extraordinary brand by applying it to your own marketing activities simply by registering for the Experience Extraordinary Toolkit.